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RUSSIAN LOYALTY MARKET: BEAR HAS WOKEN UP

RUSSIAN LOYALTY MARKET: BEAR HAS WOKEN UP

The history of Russian loyalty market started not so long ago. In 1998 it consisted of just three  programs – 2 air companies (Transaero and Aeroflot) and a restaurant chain Rosinter with its “Honored guest” program. Today no one knows exactly how many loyalty programs exist in Russia, but the right answer is “many”.

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Are Russian Frequent Flyer Programmes Competitive? - Comment on the article by Ravindra Bhagwanani

Unfortunately, voices of foreign experts are still seldom heard in the Russian market. Even more rarely do players (members) of foreign markets share their views on the processes running in our country, usually confining themselves to relating stories about their own practices.

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14,5% of current population on Earth are members of different loyalty programs

According to the research conducted by the British Finaccord company in 2011, 14,5 percent of the world’s population - an estimated 650 million people - are participating in at least one loyalty program and these figures are constantly growing.

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