NAY a.s. is the largest specialised retailer of consumer electronics in Slovakia. NAY offers its customers membership in NAY Extra club and the opportunity to download Smart App for mobile. The mobile app provides customers membership in the loyalty club, information about the state of their loyalty account and updates on marketing events. However, the company also wanted to appeal to customers who do not have the mobile app, and thus decided to make use of native platforms Apple Wallet and Google Pay to offer customers both digital loyalty cards and discount coupons, as well as reloadable gift cards with an expiration date.
What was challenging:
Offer customers digital loyalty cards in a straightforward way directly into their mobile wallet
Approach a wider customer base, particularly those that do not want to install applications on their mobile phone
Eliminate plastic cards with bar code as a means of customer identification
Inform the customer about the state of their loyalty account and about marketing events without the need for interaction on the customer's end via push notifications
Have the ability to expand the solution to other countries
increase in customers' interest in digital cards over plastic cards
Solution
Digital cards are implemented on the air&me platform, which handles generation and management of digital loyalty cards in the mobile wallet.
air&me also handles automated creation of discount coupons and gift cards. Data about customers and their purchases is provided by central ERP system SAP. Links for downloading digital cards are available in the client zone of the e-shop and in the mobile app. Cards are visualised based on loyalty level – blue, silver and gold.
The story of the implementation
The implementation took place in collaboration with PeckaDesign, the supplier of the e-shop, and NAY's IT department, which prepared the interface with SAP.
The SAP interface was built so that data about customers and their purchases can be replicated from SAP to air&me. There, digital cards were then generated, with their design based on the customer's loyalty level. Links for downloading these cards are then placed in the client zone on the e-shop and the mobile app. Customers can download their digital card from the private e-shop client zone into their mobile wallets: Apple Wallet or Google Pay. As the customer reaches higher loyalty level, card design changes in wallet automatically.
Main benefits
Ability to approach more customers, faster communication
The customer has the option to choose their type of loyalty card – digital vs. plastic
Simplification of the process of verifying customer identity at check-out
Implementation of gift cards with expiration of loaded credit
Ability to send discount coupons to customers after a purchase
Ability to send targeted notifications to customers based on their loyalty level
Expansion of the solution to the Czech market for the Electro World brand
Advanced reporting regarding the use of discount coupons and gift cards
Result
„Digital cards in the mobile wallet allow us to target a larger group of customers, communicate with them directly and immediately, inform them about marketing events and their current balance on the loyalty account, and offer them other benefits based on their loyalty level, including discount coupons generated based on their purchases. These coupons are an omnichannel tool, usable in both brick-and-mortar shops and on the e-shop,s.
„Digital cards in the mobile wallet allow us to target a larger group of customers, communicate with them directly and immediately, inform them about marketing events and their current balance on the loyalty account, and offer them other benefits based on their loyalty level, including discount coupons generated based on their purchases. These coupons are an omnichannel tool, usable in both brick-and-mortar shops and on the e-shop."
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NAY a.s.
NAY a.s. is the largest specialised electronics retailer in Slovakia, operating a network of 46 large shops under the NAY brand. Owns and runs 40 electronics shops under the Electro World brand in Czechia since 2014.
The company has been active on the market for 30 years and regularly wins awards in surveys such as “Retailer of the Year” for the best retailer in the Electronics Retailers category, or “Superbrands Award” – award for the long-term, consistent quality it offers its customers.
