Wildberries, part of the RWB group, has launched a unified loyalty program called My WB for all customers in Russia. The program integrates points, personal offers, daily tasks, and tiered levels, accessible via the marketplace app or website.
The system uses WB points as its primary currency, where one point equals a discount of 1 ₽. Points are earned on most purchases and can cover up to 99% of the cost of goods. Additionally, the program includes WowWB points for specific categories or sellers.
The program covers the broader ecosystem, including Eapteka, Riv Gosh, WB Travel, WB Bank, and WB Resale. User levels are determined by purchase history and platform activity, with long-term customers starting at levels reflecting their past engagement.
Gamification features include APs, which are non-monetary points used to advance user levels. Tasks range from making purchases and writing reviews to following sellers and participating in surveys.
Sellers gain new tools to manage their audience, stimulate repeat purchases, and increase average order value. They can create personalized offers, set up tasks, and launch promotions, with progress and benefits tracked in the My WB dashboard.
