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Time to Riff

The Zibi Group

Time to Riff is a gamified loyalty programme offering discounts, run via the Time to Riff mobile app and aimed at customers of the Time Trend and Riff retail chains. Time to Riff rewards customers for making purchases, offers discounts and benefits depending on which gamification segment they belong to, and rewards them for referrals and recommendations.

3+

years the programme has been running

50 000+

active participants

Introduction

In the crowded market for B2C loyalty programmes aimed at end consumers, launching a new loyalty scheme is a major challenge. The need to persuade consumers to install yet another app on their smartphone requires a detailed analysis of their needs and the ability to stand out from competing offers. Furthermore, building loyalty amongst buyers of watches (the Time Trend chain) and musical instruments (the Riff chain) – product categories characterised by low purchase frequency – required a specialised approach.

i360’s task was to create a loyalty scheme aimed at customers of Time Trend and Riff retail outlets. These are: men (59.8%) and women (40.2%), aged 35–54, living in urban areas, who buy watches and jewellery, and music enthusiasts (Riff customers).

The challenge

The Zibi Group – owner of the Time Trend and Riff chains – expected i360 to develop a tool that would ensure:

  • repeat purchases by existing customers of both chains
  • increase in the value of the shopping basket
  • the creation of a communication platform with programme participants
  • cross-selling between the Time Trend and Riff chains

Solution

  • mobile app for Android and iOS
  • >1 million discount vouchers
  • >100 outlets
  • integration with the Wincash ERP system, the till system and e-commerce
  • marketing automation implementation
  • a management system based on the i360 Loyalty Platform

Effects and Results

  • Exceeding the target number of participants – every year, more and more people are joining the programme
  • Increase in sales – achieved thanks to an increase in the average basket value and purchases made by new customers
  • A larger market share – thanks to the programme, the client strengthens its competitive position
  • Data reliability and security – thanks to the ISO 27001 standard implemented at i360 and an environment that guarantees a 100% SLA
  • Automation – by using artificial intelligence algorithms to generate content within the programme
  • Ease of use despite the complex network of interconnections between the applications, the backend, the ERP system, the till system and the e-commerce platforms of the Time Trend and Riff stores. A fully self-managed service model provided by the Zibi SA Group thanks to i360 Loyalty Software (a backend for managing the mobile app) based on the low-code/no-code philosophy.

Conclusions and key benefits

  • Thanks to i360 Loyalty Software programme managers can manage promotions themselves
  • Automation – marketing automation workflows enable fully automated communication with participants based on their purchasing behaviour and their activity within the programme
  • Actual results – increased engagement, higher sales, greater loyalty

Summary

The success of the implementation and delivery of the Time to Riff loyalty programme is based on a well-thought-out strategy, close cooperation between the Zibi Group and i360 teams, attractive promotions and automated communication. The use of artificial intelligence (AI) and marketing automation solutions ensures that running the programme is hassle-free.

Would you like to achieve similar results? Get in touch with us and we’ll put together a programme tailored to your needs!

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