Wildberries, part of the RWB group, has initiated the first phase of a new loyalty program. The functionality is currently available to a select group of users as the company tests initial mechanics and gathers feedback.
The program aims to provide customers with additional benefits based on their shopping activity. RWB plans to expand the range of privileges and features available to users as the program develops through subsequent stages.
For marketplace sellers, the initiative introduces tools for operational marketing. Merchants can now engage with their specific audience, encourage repeat purchases, and manage sales through new interaction channels.
RWB representatives stated that the company intends to roll out the loyalty program to all customers across Russia as new stages are finalized. The development process relies on analyzing user behavior and feedback collected during the current testing phase.
