More than 1.2 million people join loyalty program RZD Bonus in last 3 years
The RZD Bonus loyalty programme celebrated its third anniversary on 1 July 2015. Since its inception, more than 1.2 million passengers have registered for the programme, including 2,300 gold-card members.
By the end of 2015, the number of passengers to have joined the programme is expected to reach 1.5 million.
Programme members have made more than 4.8 million journeys and booked more than 115,000. premium tickets. The most popular destinations when booking premium tickets are St. Petersburg - Moscow - St. Petersburg, Kazan - Moscow - Kazan and Nizhny Novgorod - Moscow - Nizhny Novgorod.
In 2015, all age restrictions on the programme's participants were lifted and passengers can now join the loyalty programme from birth!
In February 2015, we launched a corporate RZD Bonus programme for legal entities which enables organisations to accumulate points on their account for acquiring railway tickets for business trips and employees' journeys.
This year, the RZD Bonus loyalty programme has won the Loyalty Awards Russia-2015 national competition in the field of loyalty marketing in the category "Best Loyalty Programme at a Transportation Company."
In 2014, the programme received an award in the category "For the effective use of marketing communications in a loyalty programme" at the Loyalty Awards Russia-2014 competition.
In the three years since its inception, RZD Bonus has begun working with business partners which offer discounts and privileges to the loyalty programme's members, including VTB24, VDNH, shipping companies (the Radisson Royal fleet, the cruise company Infoflot and the Estonian shipping company Tallink, hotels (the international hotel operator The Carlson Rezidor Hotel Group, the international hotel chain AZIMUT Hotels, the network of business class hotels Maxima Hotels and the chain City Hotel Group), RZD Taxi, RZD-Zdorovye, RZD Tour, the internet shop for bags and accessories LaSumka.ru and the restaurant holding company Rosinter.
Since March 2015, gold-card members can take part in the Cultural Capitals programme and book tickets to the Sovremennik theatre and the Alexandrinsky Theatre by calling the RZD Bonus concierge service. Members are guaranteed places in the theatres. The list of theatres participating in the Cultural Capitals programme will be expanded the future. It is also planned to include museums and other cultural facilities in the project.
Plans to develop the programme in the near future also envisage the further expansion of the partnership network and the list of member privileges.
The RZD Bonus loyalty programme was launched by Russian Railways on 1 July 2012 to give incentives to railway passengers.
The RZD Bonus programme allows passengers to accumulate points for journeys made on Federal Passenger Company trains and on the Sapsan high speed train. Each participant receives welcome points and bonus points on her date of birth.
These points can be redeemed for premium travel in compartment carriages, sleeping compartments of Lux trains operating in Russia, on the Strizh and Lastochka high-speed trains operated by the Federal Passenger Company and on Sapsan trains.
From 2015, points are also awarded for vehicles transported on rail-car carriers operated by the Federal Passenger Company.
In addition, members receive points for participating in special promotions and events. The loyalty program provides two levels of participation: basic and gold. To reach gold membership, passengers need to accumulate 35,000 points or make 50 journeys in a class no lower than compartment over any distance within one year.
On 1 February 2013, the bank VTB 24 and the Federal Passenger Company launched a unique product - a co-branded card issued by VTB 24 and Russian Railways which enables passengers to pay for any purchases and thus accumulate points for premium travel under the RZD Bonus programme.
Cardholders automatically become participants of the RZD Bonus programme.
More detailed information can also be found on the programme website.