The jewelry chain became the Brand of the Year-2023 in the annual rating compiled by the Business Petersburg edition.
The company 585*GOLDEN received a diploma in the nomination "For the skillful handling of customer loyalty with the help of various tools".
The annual rating of the Business Petersburg edition took into account the volume and quality of marketing communications, the quality of branding, brand awareness, quantitative indicators such as marketing costs, mentions in the media and on the Internet.
In 2023, the jewelry chain implemented a number of measures to increase customer loyalty – among them the transition to a new bonus-status loyalty program, which allows customers to manage the size of cashback and discounts themselves, and the connection of a CRM system to optimize customer data and launch marketing campaigns. The main strategy of the company remains the personalization of offers.
"Our strategy can be formulated as follows: one customer – one segment. That is, we break down our entire customer base, which is about 20 million people in Russia, according to individual interests, requests and other numerous factors, so that in the end the approach to each customer is as personalized as possible," said Andrey Shlyaev, Director of Marketing and Retail Sales Development of the jewelry chain 585*GOLDEN.
Brand media and SMM also remain important communication channels working for brand loyalty - in particular, the 585*GOLDENgroup showed active growth on Telegram, as of September 2023, 50.000 people were registered there. The main account of the brand in the Vkontakte network has 2.5 million users.
Alex Shishlo for Rough&Polished
