Digital task
Connect the internal balance to a live rewards catalogue and make reward selection a natural continuation of the account.
Project · B2B loyalty programme
EFES Club: an integrated Ozon rewards catalogue for a B2B loyalty programme
How to preserve a complex digital mechanic when the initial integration budget did not match technical reality.
B2B loyalty programmeDigital and integrationsAwards · 2014–2015
Project scale
Key reference points
- launch
- Late 2013
- Silver Mercury
- 2014
- Loyalty Awards Russia
- 2015
- proposed further work
- Ozon
Context and challenge
The website was the working centre of the programme
The participant account, balance and rewards catalogue had to work as one environment.
Participants saw accumulated “caps” and exchanged them for rewards without leaving EFES Club.
The integration combined product data, internal pricing and delivery constraints inside one user journey.
My role
Head of Digital at PosterOne
My role covered the EFES Club website, the revised production model and delivery with a specialist technology partner.
- website development
- scope clarification
- production-model revision
- Inostudio engagement
- integration production
Public scope
EFES Club launched at the end of 2013.
The overall project received a Silver Mercury award in 2014 and a Loyalty Awards Russia award in 2015.
After delivery, Ozon representatives proposed cooperation on similar integrations.
Approach
An external catalogue made to behave like part of the product
The user remained inside EFES Club while product data, conversion and filtering were handled through the integration.
01
Balance in “caps”
Participants saw programme points in their account.
02
Products inside EFES Club
The Ozon assortment appeared directly inside the platform.
03
Price conversion
Rouble prices were converted into the internal currency.
04
Logistics filter
The catalogue reflected delivery economics in force at the time.
What the work included
- leading website development
- clarifying the integration scope
- rebuilding the production model
- engaging Inostudio
- producing the integration
Working logic
The integration behaved as part of EFES Club’s own product logic. It included:
- Ozon products inside the platform
- rouble-to-caps conversion
- catalogue filtering for delivery economics
- one journey from balance to reward selection
A different production model was used after the gap between the approved budget and the real integration cost became clear.
Source note
The statement that this integration scope had not previously been implemented in Russia is attributed to the Ozon project manager, not presented as an independently verified market-first claim.
Related expertise
Start with the context, not a preselected format
- loyalty programmes
- digital production
- systems integration
- e-commerce mechanics