5 minutes to read
A marketing promotion with 4.8% conversion
How PremiumBonus successfully brought the Rombaba pastry shops to a new market
5 minutes to read
Rombaba is a pastry shop chain from Bellini Gastronomic Ecosystem (Krasnoyarsk) that started operating in Moscow in late 2022. Since then, Rombaba bakers and confectioners have been making desserts familiar to anyone from childhood: cakes, puff pastries and rum babas.
In the years their loyalty program has been active, the chain accumulated a large guest database. In order for it to keep growing, PremiumBonus offered them promotions with tailored offers for all Rombaba audience segments.
Guests owning loyalty cards come back to Rombaba twice as often as those without cards
The average purchase amount for card owners is 7% higher than for those with no cards
The promotion got good feedback from Rombaba guests. Considering that the messages were focused on people who have not come back to the pastry shop in a while, the results matched expectations.
ROMI for the Choose Your Gift promotion was over 600%, meaning that the company earned over six rubles for every one they invested.
“Everything we’ve spend on that promotion paid off. We brought lots of guests back who stopped coming to us long ago. That’s the most difficult audience segment, so the promotion was a success for us.”
Yulia Mamaeva,
Rombaba market researcher
When the Rombaba team launched their business in Moscow, they already had experience in Siberia. In order to be successful, they had to collect and analyze as much information about their guests as possible and improve their loyalty.
The main success driver for that strategy was choosing an experienced and reliable marketing automation contractor.
Guest-friendly system
Signing up only takes a couple of minutes; welcome bonuses are credited instantly.
Fast analytics
PremiumBonus makes it possible to collect data from multiple branches, in order to track the indicator dynamics and handle the database.
PremiumBonus staff’s expertise and professional mindset
They offer messaging ideas and help make them reality; a manager detects growth points, while a market researcher design mechanics.
“PremiumBonus offers very user-friendly interface. As a market researcher, I find it easy to monitor parameters and launch promotions on my own. I can get nearly every piece of information I want at any time: track conversion and guest base reaction to messaging, the loyalty program’s impact on sales and the average purchase amount.”
Yulia Mamaeva,
Rombaba market researcher
Objectives were set and discussed with the PremiumBonus team
The marketing department offered trigger mechanics for each objective and, together with the Rombaba team, developed guest data collection methods.
Personnel training in handling the bonus program
The process was organized as an online conference where Rombaba staff members could ask questions and clarify details.
Loyalty program signup for guests
That helped scale the client base up.
Base analysis and growth point detection
Proactive work with different client segments.
Choose Your Gift promotion for inactive clients
The goal was to strengthen the loyal segment.
loyal clients who make purchases regularly
inactive clients who have not made any purchases in a while.
Push messages
The method was used for clients who have already downloaded the Stardogs mobile app and linked their loyalty card to the Wallet.
SMS messages
Clients who have not downloaded the app received their messages via SMS. To avoid widespread mistrust for messages from unknown senders, we branded our communications.
Introduction of a motivation program
We also introduced a motivation program in order to stimulate client activity. We offered a free hot dog as an incentive to participate in the poll.
connecting a new sales point to the bonus program: another pastry shop opened on December 26, 2023 in Moscow, in the Paveletskaya Plaza Shopping Center
run successful promotions again and find new messaging formats in order to stimulate guests with nice bonuses
collect more information on guest response to various promotions and expand the loyalty program
