Loyalty app: customer utility, CRM and payback

FoodService documents Rosinter’s November 2014 launch of the Honored Guest app and the move from plastic cards to a digital program. The app combined offers, delivery and takeaway orders, bonus payments and guest feedback.

Mikhail explains the delivery model: an external app developer with CRM and the web version handled internally. The article reports a four-month project payback and more than 380,000 registrations in the first eight months. Segmented offers and a feedback channel made the app useful to both guests and the CRM team.

Role and contribution

Mikhail is quoted as Rosinter’s head of analytical marketing during the launch period. Product delivery combines internal and external teams.

Decisions and operating model

• Combine useful guest services with the loyalty proposition.
• Separate app delivery from internal CRM and data responsibilities.
• Use segmentation and feedback to develop repeat customer value.

Result in context

380,000 is the registration count in the first eight months, not active users. The interviewee reports four-month payback for the app project; the financial calculation is not published. This is separate from replacing the co-branded loyalty model.

Explore the source

• FoodService · Rosinter launch and Mikhail’s commentary

Where this applies

For loyalty product work that must join customer utility, a clear delivery model and commercial accountability.