Objectives

Home Credit Bank is one of the largest commercial banks in Russia. Polza is the best loyalty program 2017-2019 according to ICXC Loyalty Marketing, as well as the best card with reward program according to Frank Banking Reward Award 2019.

However, since that time, Polza's loyalty program has not changed and all key metrics showed that the bank's customers were using the program's offers less and less, which negatively affects the development of retail banking products in general.

Years ago, Polza was one of the fastest growing loyalty programs with huge budgets invested in a regional network of bonus accrual and debit partners. But all of this was curtailed by the bank's shareholders, so the modern Polza has “shrunk” to online privileges and minimal budgets.

The task was to offer a radically new view of the service and to find new ideas for filling the site.

The customer Home Credit Bank set two key requirements:
– Simple solutions that can be implemented with minimal investment should be used.
– With a large number of different mechanics, the interface and interaction with the program must be as simple and clear as possible.
– A “family bank” strategy should be implemented, with the functionality of a joint account, joint bonus accumulation and rating in the program.

Home Credit Bank is one of the largest commercial banks in Russia. Polza is the best loyalty program 2017-2019 according to ICXC Loyalty Marketing, as well as the best card with reward program according to Frank Banking Reward Award 2019.

However, since that time, Polza's loyalty program has not changed and all key metrics showed that the bank's customers were using the program's offers less and less, which negatively affects the development of retail banking products in general.

Years ago, Polza was one of the fastest growing loyalty programs with huge budgets invested in a regional network of bonus accrual and debit partners. But all of this was curtailed by the bank's shareholders, so the modern Polza has “shrunk” to online privileges and minimal budgets.

The task was to offer a radically new view of the service and to find new ideas for filling the site.

The customer Home Credit Bank set two key requirements:
— Simple solutions that can be implemented with minimal investment should be used.
— With a large number of different mechanics, the interface and interaction with the program must be as simple and clear as possible.
— A “family bank” strategy should be implemented, with the functionality of a joint account, joint bonus accumulation and rating in the program.

The revamped Polza should consist of three key areas of benefits:
– bank cacheback
– coupons and discounts
– services

Meanwhile, all three areas were provided thanks to external providers (e.g., the Admitad cacheback service). There was also a proposal to introduce a marketplace of various whitelable solutions inside Polza, so that customers could maximize their purchases within the bank's ecosystem:
– coupon services
– hotel booking
– airline ticket purchase
– delivery of food and groceries from stores

We have also added:
– multi-accounting (personal, family account, and more)
– client levels with different benefits and statuses

There were challenges with levels and customer statuses. We developed visuals of the levels of the loyalty program, making the client's activities more gamer-like.
The number of categories of increased cacheback, interest on the balance were embedded in the levels that the client should receive due to card turnover in the current month.

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