5 minutes to read
How the Harat's pub chain increased the number
of repeat visits by 52.6% and LTV by 2.6 times
5 minutes to read
Harat’s is a pub franchise chain with over 80 establishments in 9 countries.
Guest LTV grew 2.6 times: from RUB 6,000 to 16,000
The average number of bar visits grew from 4 to 6
The guest activity period grew from 40 to 100 days
RUB 2,086: average invited guest purchase amount
RUB 1.6 million: invited guests brought in a year
There were no common network CRM marketing analysis and management system.
The chain has been growing since 2009, but had no single database or loyalty program for a long time.
Franchisees’ success depends on the franchiser’s marketing support to a significant degree; that is why in 2019, the company decided to bring all their establishments together in a single loyalty program. It is a tool that makes it possible to handle guests in targeted ways, analyze the client journey, make up bespoke offers and bring back visitors who have stopped visiting the pubs.
“That was a demand from our franchisees who wanted systemic handling of the guest database via newsletters and other communication channels.
In the past, we used to launch discount offers or offer guest cards in some towns, but there was no unified loyalty system. As a marketing person, I like numbers. I felt the lack of a common database for the chain marketing analysis and management.”
Mikhail Bondarenko, Marketing Director, Harat’s
Integration with various cash systems
Transaction history
Detailed guest segmenting
An app with a full range of marketing tools
An option to develop a client-tailored app
Marketing support
Transparent A/B analysis of loyalty program performance
Guest communication ROI
Good technical support, issues solved in 15-30 minutes
Integration with various cash systems
Transaction history
Detailed guest segmenting
An app with a full range of marketing tools
An option to develop a client-tailored app
Marketing support
Transparent A/B analysis of loyalty program performance
Guest communication ROI
Good technical support, issues solved in 15-30 minutes
Analysis of franchisees’ and the owner’s needs
We analyzed which systems the CRM had to be integrated with, which functions had to be automated in various cities, which loyalty cards or client databases they already used
CRM integration with iiko and r_keeper cash systems
That made us able to collect data in a single format. We fine-tuned our integration module based on the data we had collected from franchisees. We connected sites gradually, thus minimizing the risk of operation disruptions.
Mobile app development
We made the main page and the function that switched between cities. Thanks to that, we were able to take franchisees’ interests into account, and vary the loyalty program conditions depending on the city
Enabling Wallet loyalty card
We ran that process in parallel with the app development. Cards can be deployed quickly and enable quick contact database operations, such as free messages or adding bonuses. When the app was ready, we switched our guest database there
Loyalty program development
After finishing the technical perimeter, we started developing our loyalty program. We uploaded and analyzed various client databases and consulted with our franchisees in order to make sure their interests were represented
