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Big data develops loyalty – the number of active participants in Tricolor loyalty program increased by 15%

20 Июля 2022

According to the operator, the base of the Tricolor Bonus program now accounts for 8 million customers – for the second quarter of 2022, the number of active participants in the program increased by 15%.

Tricolor disclosed data on the development of its own loyalty program at the Loyalty Marketing Summit’22 forum. The annual event dedicated to the development and implementation of loyalty programs and their management was held on July 19 in Moscow. The forum included a panel discussion titled “Loyalty in Telecom. Big Data” with representatives of Tricolor, Beeline, ER-Telecom and HF Labs.

Dmitry Dyatlov, head of loyalty programs development at Tricolor, said that during the year the program’s active base has been steadily growing. As of the end of the second quarter, it has more than 8 million registered users, with 15% more active participants than in the previous quarter.

Since the program’s launch, participants have written off more than 18 million points. Most often, customers spent them on subscriptions and movie rentals in the Tricolor Cinema & TV online service, and more than a million participants have already accumulated enough points to activate the flagship United Ultra subscription for a month or more.

The operator’s loyalty program was launched in May 2021 as a result of the Tricolor Bonus project development. Previously the customers were offered only bonuses and discounts from partners; now there are points to pay, e.g., for Tricolor services.

To receive the points, the customer needs to subscribe to any package of channels of the operator, buy or rent a movie in the online service. Points are credited 14 days after purchase activation, and then the customer can exchange them for bonuses from Tricolor and partners, the list of which is constantly updated and expanded. Thus, the cost of a monthly subscription to Night Package or Children’s Package amounts to 300 points, a subscription for two months for the basic package can be bought for 500 points.

Tricolor is a multiplatform operator that develops a shared information space of entertainment and services for the entire family accessible from any device, anywhere, anytime. Along with TV that can be watched both via the satellite and in the Internet, the operator offers its clients cutting-edge digital services including online services, smart houses, CCTV monitoring and satellite Internet. As of the end of Q2 2022, the total base of Tricolor amounted to 12.27 million households.

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