Defending loyalty investment with measurable value

In the RetailTECH panel, Mikhail distinguishes the long evaluation cycle of a loyalty mechanic from the more actionable measurement of targeted marketing. Control and test groups make incremental revenue a concrete basis for defending investment.

Later he connects OneRetail to the store experience: customer identification, purchase history, bonus balances and relevant offers in the store advisor’s app, followed by a basket that can continue in the customer’s digital channel. His closing remarks connect hiring to readiness for product-based work.

Role and contribution

Mikhail participates as the M.Video CRM and loyalty leader. Only clearly attributed interventions are included; statements by other panelists are not presented as his.

Decisions and operating model

• Use test and control groups to make the commercial case for investment.
• Keep offers and customer context consistent across stores and digital channels.
• Hire for the operating model the team needs to adopt.

Result in context

These are Mikhail’s arguments and operating examples in a multi-speaker discussion, not a panel-wide consensus or a new quantified project result.

Explore the source

• 01:36 · Loyalty economics and control groups
• 48:30 · OneRetail and the store advisor’s app
• 55:51 · Hiring for product-based work

Where this applies

Relevant to leadership mandates combining loyalty economics, omnichannel experience and team transformation.