Transformation of the promotion process was kicked off by KazandiRio mobile app, just like a startup, challenging the rigid structure, procedures and the ways of working. That initiative led to a pioneering sectoral innovation, changed the way the company operated on the field and in the IT department, digitized the conventional grocery stores and created a touchpoint for consumers of the company.

Who did not feel excited by a discount coupon found in potato chips or a free can of cola under the bottle cap when they were a child? FMCG companies have been offering free products for decades, but it lost the attractiveness in time due to its limited varieties. Moreover, collecting&storing coupons and bottle caps manually was tiring and missed out on technological engagement.

In addition,

? Turkey’s notoriously deteriorating economy increased the importance of added value campaigns that brands did. Consumers were in need of more than product discounts.

? Consumers' habits / interests have also changed with the increase in usage of smartphones. They spend more time on their smartphones & applications such as gaming, streaming, e-commerce. They required value closer to their daily lives

? Bottle caps or coupons were being collected manually over grocery stores by sales teams and distributors and sent to factories to be counted & burned, before delivering free products. The process was complex, costly, open for human errors and outdated.

? The general problem in the FMCG industry is that companies cannot recognize their consumers individually, but we wanted to overcome this situation and take its place in Industry 4.0.

Within the light of these needs we designed and launched KazandiRio consumer engagement platform mobile application. Focusing on Gen Z, the digital generation, we redefined consumer promotions and diversified the gifts with occasion based alternatives like gigabytes, online TV memberships, discounts from retailers and gaming credits. Instead of traditional promotional campaigns that force consumers to collect physical coupons or bottle caps, KazandiRio made it possible to win by just scanning the code that came out of the packs. Variety of gifts were tailored for our consumers’ needs and presented for their choosing. By always doing in-depth research on segmented data, we were able to modify the reward type and amount in real time, if we saw an actionable change in data.

We became the first FMCG company to launch a mobile application in Turkey that connects consumers, retailers and the enterprise on a single platform digitizing all 3 parties. With KazandiRio, we created a consumer touchpoint to recognize them individually to better understand the motives and needs to address them more accurately, while increasing investment ROI.

This digital transformation also brought simplicity, transparency and security to all of the gift validation process.

We partnered with a professional transformation agency to define the key consumer and customer personas, identify the pain points and opportunities. Analyzed the existing process flow and worked with sectoral advisors to design the optimal transformation route.

A cross-functional team was built to ideate about the problem based on personas, a prototype was prepared before the development phase and it was tested with real users. MVP was ready in a year and the final product was launched in 1.5 years total.

Carefully prepared a pilot launch in February, 2019 and from the feedback of the pilot, platform rollout completed within the same year and completed the digital transformation.

KazandiRio was listed as one of the “top 10 most downloaded shopping apps” just in one year!

In 15 months, we reached

? 5.5 Million total downloads

? 3.8 Million total registered users

? 1.1 Million monthly active users

Total of 27 Million codes have been redeemed by 3 Million unique users in 15 months.

KazandiRio creates 140.000 hour saving annually by relieving sales teams from collecting coupons and caps from stores, distributors double checking each item, factory teams counting & burning items and finalizing the process.

Also by changing the printing materials and simplifying the process we created $1 Million+ productivity annually, which covered the development & sustain costs of the product as well as reinvestment to the business. Additionally, 580 tonnes paper waste from coupon production prevented by this transition.

We became able to analyze the products consumed by consumers and their interests, and follow their digital footprints. We can communicate with our consumers directly, in a segmented and personalized manner. Finally, KazandiRio has become an insight gathering platform, we are conducting mini surveys to get the opinions of our consumers and get to know them better.