Intertop Kazakhstan: Building customer loyalty with mobile app

INTERTOP is a large retailer of fashionable shoes, clothes and accessories for the entire family. The retail network comprises over 105 stores in Ukraine and Kazakhstan. Intertop offers to its customers more than 100 of the best international brands for men’s, women’s and children’s shoes and clothing. The client reached out to have a robust customer loyalty program introduced across the retail chain alongside an actionable mobile application to help cultivate loyalty among return customers.

Intertop app

Business needs and requirements

In February 2018, the Intertop’s inefficient loyalty program had to be completely updated. Replacing self-written modules with a modern mobile Rewards loyalty platform was the best choice. While developing and operating activities were time- and budget-consuming for the client, the use of modules that were specifically tailored to their tasks and were technologically resilient seemed to be of a high priority. It would save the client’s IT specialists and let them focus on other important routine business tasks. A project that would automate 250 workplaces had an estimation implementation period of 1 year.

The main goal was to leverage a loyalty program to get a high-quality customer base, and collect a history of purchases. With a history of purchases, the client was able to segment customers according to their preferences and analyze what marketing activities could increase engagement. It was also important to understand the target audience of monobrands and the client itself.

Solution highlights

Project stages
  • History of unidentified clients
  • Synchronization of purchase history of identified customers
  • Customer database update and migration
  • Product properties (color, size etc.) added to provide more in-depth analytics
  • User reward tools added
Before implementation
  • Issues of working with large amounts of data
  • Legacy self-made loyalty program modules
  • Complex data integration
  • Limited functionality
Key features of the loyalty program implemented
  • Omnichannel personalization: email, sms, in-app push notifications, chat bots
  • Analytical and anti-fraud modules
  • Bonus/discount mechanics
  • Referral system
  • Customer engagement techniques
After implementation
  • All tools in one program
  • White-label mobile application
  • Seamless integration with any CRM system
  • Powerful tools for analytics
Intertop dashboard
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