Customer Development and Strategy for Creating and Implementing a Loyalty Program for an Omnichannel Product

How to make brand ambassadors out of customers using loyalty marketing, having customer data from several services? This is an urgent challenge for CRM communications specialists in the context of the growing popularity of the "ecosystem" business model. Personalization, expanding the use of machine learning and enriching customer profiles in 2024 form a new approach to B2C marketing, and the multi-service subscription format is becoming popular. The paper presents a roadmap for setting up a subscription loyalty program for an omnichannel product using the example of the Magnit Market marketplace at the product development stage. Also, an overview of cases of the implementation of loyalty programs in popular services, a comparison of the mechanics of loyalty programs, benchmarks are presented. 20 customer development interviews with consumers were conducted to verify the value of the subscription format, the conclusions and consumer insights are presented in a summary table. An insight generator based on nlp analysis of the text of reviews has been developed, tools and methods for automating loyalty management are provided. In conclusion, recommendations for the communication strategy of the new product are proposed. Keywords: loyalty program, subscription format, marketplace, CRM marketing, communication strategy, omnichannel product.