SberSpasibo Celebrates 10th Anniversary: Insights into Russia's Largest Loyalty Program

Strategic Insights -

SberSpasibo, Russia's biggest loyalty program, marked its 10th anniversary with the release of key statistics and a new project using consumer data. With over 55 million participants, the program offers four levels of privileges and allows users to spend reward points with online and offline partners. The top cities for reward redemption are Moscow, St. Petersburg, Yekaterinburg, and others, with top categories including supermarkets, cafes, and pharmacies. The program has generated significant data, with 44.4 million users redeeming rewards at restaurants and cafes, and 45.7 million users making purchases at pharmacies.

Key Takeaways:

  • SberSpasibo reached 55 million participants in 2021, making it Russia's largest loyalty program.
  • The top cities for reward redemption are Moscow, St. Petersburg, Yekaterinburg, Tyumen, Krasnodar, Nizhny Novgorod, Samara, Rostov-on-Don, Perm, and Kazan.
  • Top categories for redemption include supermarkets and groceries, cafes and restaurants, and pharmacies.
  • Since inception, the top three categories are restaurants and cafes (44.4 million users, 5.5 billion purchases), pharmacies (45.7 million users, 2.6 billion purchases), and transport (35 million users, 2.4 billion purchases).
  • SberSpasibo launched a virtual project, SberSpasibo Planet, to engage users and provide feedback on their interests and preferences.
  • The project uses user data to create a virtual scenario where users must help inhabitants regain their joy.
  • The storyline involves six Lands, each representing a different consumer category, and users learn about top promotions and offers tailored to their category.

Statistics:

  • 55 million participants in 2021.
  • 75,000 points of sale are now partners of the SberSpasibo program.
  • 44.4 million users redeemed rewards at restaurants and cafes, with 5.5 billion purchases.
  • 45.7 million users made purchases at pharmacies, with 2.6 billion purchases.
  • 35 million users redeemed rewards in the transport category, with 2.4 billion purchases.
  • 33 million users redeemed rewards in the sports and health category, with 427 million purchases.

Sources:

  • SberSpasibo press release, date not specified.