The awards ceremony for the winners of the 
Loyalty & CX Awards Russia 2025 was held in Moscow.

The jury of the National Award in the fields of loyalty marketing, customer relationship management, customer experience, and service, Loyalty & CX Awards Russia 2025, summarized the voting results and awarded the winners.

A total of 406 projects from 219 companies were submitted for the competition.
The shortlist of the awards included 165 projects, of which 81 projects became winners. 

The list of winners after the final vote is as follows:

• Category “Best Loyalty Program of Financial Institutions”. Winners - Bright loyalty program | Bank “Saint Petersburg” and Ecosystem Loyalty: the relaunch of Thank You | SBER
  
  

• Category “Best Loyalty Program of a Telecommunications Company”. Winners - Loyalty program “Being Together” | GPB Mobile and Loyalty program “Orange Combo” | beeline
  
  

• Category “Best Loyalty Program of a Grocery Retailer”. Winner - “5 Steps to a Gift at Super Lenta” program | TC “Lenta”
  
  

• Category “Best Loyalty Program of a Non-food Retailer”. Winner – Project “Meeting Place Can't Be Changed: The Story of Chitai-gorod's Fight for Retail Space in the Era of Marketplaces” | Chitai-gorod
  
  

• Category “Best Loyalty Program of a Pharmacy Network”. Winner - Loyalty program “Club of Healthy People 36.6”/GORZDRAV” | Pharmacy Network 36.6 and GlowByte
  
  

• Category “Best Loyalty Program of a Travel Company”. Winner - Loyalty program “GURU” | Ostrovok
  
  

• Category “Best B2B Loyalty Program”. Winners - Conveyor of special offers loyalty program for SMB clients of VTB Business League | VTB Bank and Loyalty program for entrepreneurs “Alfa-profit for business” | Alfa-Bank
  
  

• Category “Best Co-branded Card of the Year”. Winner - Beeline and Alfa-Bank Orange Debit Card | beeline
  
  

• Category “Best Co-branded Card | Bank – Telecom”. Winner - Beeline and Alfa-Bank Orange Debit Card | beeline
  
  

• Category “Best Co-branded Card | Bank – Tourism”. Winner - VTB-Aeroflot Card for Travelers | VTB Bank
  
  

• Category “Best Cashback Card”. Winners - Gazprombank Smart Debit Card | Gazprombank and Loyalty program for entrepreneurs “Alfa-profit for business” | Alfa-Bank
  
  

• Category “Best Cashback Program for Banking Products”. Winners - Loyalty program for entrepreneurs “Alfa-profit for business” | Alfa-Bank and Transformation from bonuses to a unified customer benefit beyond cashback | VTB Bank
  
  

• Category “Payment Card of the Year”. Winner - Gazprombank Smart Debit Card | Gazprombank
  
  

• Category “Best Loyalty Program for Payroll Clients”. Winner - VTB Payroll Project | VTB Bank
  
  

• Category “Subscription of the Year to a Bank Card”. Winners - Gazprom Bonus Subscription Service with two levels “Plus” and “Premium” | Gazprom Bonus and VTB Plus Subscription | VTB Bank
  
  

• Category “Best Loyalty Program Using Plastic Cards”. Winner - Bright Loyalty Program | Bank “Saint Petersburg”
  
  

• Category “Best Mobile Program”. Winner - Plan B | beeline
  
  

• Category “Best Collectible Loyalty Program”. Winner - Skaters in Lenta! | TC “Lenta”
  
  

• Category “Best Short-term Loyalty Program”. Winner - “Two Weeks of Super Discounts for Business from VTB” campaign | VTB Bank
  
  

• Category “Best Co-branded Loyalty Program”. Winner - Loyalty program “Ingo Bonus” | Ingosstrakh
  
  

• Category “Best Coalition Loyalty Program”. Winner - Orange Movement — the first coalition gamification in telecom! | beeline
  
  

• Category “Best Project for Building Emotional Connection Between Brand and Customer”. Winners - Mission Support | Tripster and Project “How The Irony of Fate Helped Create a New New Year Tradition” | National Lottery
  
  

• Category “Start of the Year”. Winners - Renaissance Plus Loyalty Program | Renaissance Insurance Group and Hemotest Club | Hemotest 
  
  

• Category “Effective CRM Use”. Winners - Loyalty program transformation | VTB Bank and Rubbles Customer Insight - Import Substitution and aCRM System Implementation | Pharmacy Network 36.6 and Rubbles
  
  

• Category “Effective Analytics Use”. Winner - Positioning Correct Customer Behavior Through Loyalty Motivation |VTB Bank
  
  

• Category “Effective Use of Social Media”. Winner - MEGA Friends Loyalty Program in a Gamified Telegram Bot | MEGA and Creative Studio SMIT.
  
  

• Category “Effective Use of Marketing Communications System”. Winner - Alfa-Bank: Games for (Not) Small Business | Alfa-Bank
  
  

• Category “Effective Use of Mobile Technologies”. Winner - Plan B | beeline
  
  

• Category “Best Reward Catalog”. Winner - Loyalty program for entrepreneurs “Alfa-profit for business” | Alfa-Bank
  
  

• Category “Best Marketing Campaign Implemented in the Framework of a Loyalty Program”. Winner - Orange Combo | beeline
  
  

• Category “Best Social Initiative Implemented in the Framework of a Brand’s Loyalty Program”. Winner - Open Electrician Championship — IEK GROUP's Contribution | IEK GROUP
  
  

• Category “Best Marketing Campaign Implemented in the Framework of a Brand’s Loyalty Program”. Winner - MEGA Friends Loyalty Program in a Gamified Telegram Bot | MEGA and Creative Studio SMIT.
  
  

• Category “Campaign of the Year – Best Project in Youth Marketing for Brand Audience Loyalty Growth”. Winner - In the World of Thousands of “No” Yota Says YOU CAN DO EVERYTHING! | Yota
  
  

• Category “Breakthrough of the Year – Advertising Campaign in a Single Communication Channel to Foster Brand Loyalty”. Winner - Effective Start: How MegaFon Used Consumer Insights on Ozon to Increase Sales | MegaFon
  
  

• Category “Best Reaction to an Information Event – Building Brand Loyalty Through Collaboration with the Main Trend of the Year”. Winner - Yota – Effective Tapping | Yota
  
  

• Category “Technology Leader of the Year”. Winners - Alfa-Bank: Games for (Not) Small Business | Alfa-Bank and Processing Loyalty Programs and Gamification Accelera | beeline
  
  

• Category “Best Gamification in the Financial Sector”. Winner - “Alchemy of Stocks” Game for Alfa-Bank Investor's Audience | Alfa-Bank
  
  

• Category “Best Gamification in Telecom”. Winner - Beeline Game Section as a Tool to Increase Customer Loyalty | beeline
  
  

• Category “Best Gamification in Grocery Retail”. Winner - Gamify RTO | Retail Chain “Pyaterochka”
  
  

• Category “Best Gamification in Non-food Retail”. Winner - Orange Movement — the first coalition gamification in telecom! | beeline
  
  

• Category “Best Gamification in Shopping Centers”. Winner - MEGA Friends Loyalty Program in a Gamified Telegram Bot | MEGA and Creative Studio SMIT.
  
  

• Category “Gamification – Best Creative Idea”. Winner - “Alchemy of Stocks” Game for Alfa-Bank Investor's Audience | Alfa-Bank
  
  

• Category “Gamification – Trendsetter of the Year”. Winner - Beeline Game Section as a Tool to Increase Customer Loyalty | beeline 
  
  

• Category ““World Changers” – Gamification in Social Projects”. Winner - “CyberQuiz” Game in the Beeline App and Website | beeline
  
  

• Category “Best Gamification for New Clients”. Winner – “Digital Onboarding – Personalized Adaptation System for New Clients” Project | Alfa-Bank
  
  

• Category “Gamification of the Year”. Winner - Alfa-Bank: Games for (Not) Small Business | Alfa-Bank
  
  

• Category “Most Customer-oriented Company in Russia”. Winner - beeline
  
  

• Category “Best Customer Experience in the Financial Sector”. Winner - VTB Digital Products and Services Ecosystem for Trade | VTB Bank
  
  

• Category “Best Customer Experience in the Insurance Sector”. Winner - Ingo Ecosystem | Ingosstrakh
  
  

• Category “Best Customer Experience in Telecom”. Winner - “A Star is Born – We Proudly Present the New Beeline Mobile App” | beeline
  
  

• Category “Best Customer Experience on the Internet and E-commerce”. Winner - Protection and Money Back from Beeline and AlfaStrakhovanie | beeline
  
  

• Category “Best Brand Manufacturer Customer Experience”. Winner - Open Electrician Championship | IEK GROUP
  
  

• Category “Best Multichannel Customer Experience”. Winner - Protection and Money Back from Beeline and AlfaStrakhovanie | beeline
  
  

• Category “Best User Experience”. Winner - Gazprom Bonus Subscription | Gazprom Bonus
  
  

• Category “Best CX Strategy”. Winners - OTP Bank CX Transformation | OTP Bank and Applying CX Expertise in Designing Loyalty Program Products | VTB Bank
  
  

• Category “Measurable Changes”. Winners - Service 360: Pulse, Focus, Result | Renaissance Insurance Group and Digital Transformation of Surveys | OTP Bank
  Category “Best Use of Customer Feedback”. Winner - Transformation of Customer Experience within Loyalty Program through Feedback | VTB Bank
  
  

• Category “Best Project Using Digital Technologies”. Winner - “Digital Onboarding – Personalized Adaptation System for New Clients” Project | Alfa-Bank
  
  

• Category “CX Start of the Year”. Winners - “Digital Onboarding – Personalized Adaptation System for New Clients” Project | Alfa-Bank and Protection and Money Back from Beeline and AlfaStrakhovanie | beeline
  
  

• Category “Personalization of the Year”. Winner - New SMB Service Model – Personal Manager for Each Client | VTB Bank
  
  

• Category “Call Center of the Year”. Winner - Opening of Its Own Contact Center by GPB Mobile | GPB Mobile
  
  

• Category “Solution of the Year”. Winner - Processing Loyalty Programs and Gamification Accelera | beeline
  
  

• Category “Vendor of the Year”. Winner - Accelera, Cube Solutions
  
  

• Category “Integrator of the Year”. Winner - Processing Loyalty Programs and Gamification Accelera | beeline
  
  

• Category “Person of the Year in Loyalty Marketing”. Winner - Andrey Gubanov | beeline
  
  

• Category “Team of the Year in Loyalty Marketing”. Winner - Bank “Saint Petersburg”
  
  

• Category “After-Sales Support of the Year”. Winner – Mortgage Management in VTB Online | VTB Bank
  
  

Grand Prix

• Grand Prix – Market Leader in Loyalty Marketing in Russia - VTB Bank
  
  

• Grand Prix – Technology Leader of the Year - beeline
  
  

Congratulations to the winners from the bottom of our hearts!

___________

About the Award

The “Loyalty & CX Awards” was established in 2010 to identify the best professionals in the loyalty marketing industry. Every year, world-renowned companies present their projects at national competitions held in Russia, UAE, Saudi Arabia, India, USA, UK, and other countries.

In Russia, the “Loyalty & CX Awards” has been held since 2014.  

Over the years, companies such as SBER, VTB Bank, Bank “Saint Petersburg”, Post Bank, Home Credit bank, Alfa-Bank, Bank Otkritie, Tinkoff Bank, Touch Bank, MasterCard, Svyaznoy, Euroset, X5 Group, Azbuka Vkusa, Metro Cash&Carry, Adamas, Ikea, MediaMarkt, Eldorado, M.Video, Lenta, IRG, Ozon, Beeline, MTS, MGTS, Tele2, ER-Telecom Holding, Aeroflot, Russian Railways, S7, Ural Airlines, TUI, Marriott, Rosneft, Bashneft, Moscow City Hall, Rolf, Heineken, Danon, Efes, Royal Canin, CFT, Comarch, Service Plus, Bonus Advisor, Manzana Group, FC Spartak and others have become its winners.

Source Loyalty & CX Awards Russia

“The product should constantly improve” Ruwiki CEO Vladimir Medeiko talks about project development.

In 2024, more than 81,000 new articles were created in Russian on Ruwiki.

Quizzes, AI text summaries, and new navigation—Russian internet encyclopedia Ruwiki plans to technologically surpass its competitors. Whether this will make it more popular than Wikipedia in the eyes of users was discussed in an interview with Lenta.ru by Ruwiki CEO Vladimir Medeiko.

— The last time we met was in June '23 when you were just presenting the Ruwiki project. How do you evaluate what has been achieved since then?

Vladimir Medeiko: I evaluate it very positively. When we presented the project, I highlighted several things I focused on. First was developing expertise and working on the quality of materials. Second was technological development, including artificial intelligence. Third was the importance of developing the community. We have achieved implemented stages and successful progress in all three areas.

In the past year and a half, we have partnered with the Russian Academy of Sciences, the Ministry of Culture, the Ministry of Natural Resources, the Presidential Library, the State Historical Museum, the Moscow Planetarium, the Social Complex of the Moscow Government, Moscow's Department of Transport and many others. The volume of only RAS-reviewed articles last year reached 10,000. With the Ministry of Culture, we began cooperation on the state catalog of museum objects. If the reader sees the badge “reviewed” they can trust the material’s quality. We calculated: in the calendar year 2024, over 81,000 new articles were created in Ruwiki in Russian alone! In total, there are more than 2 million 65 thousand on the platform.

Technologically, we have implemented artificial intelligence (smart search based on Yandex GPT), an audio format, summarization, gamification for authors, authorizations through VK ID, font and theme customization options, a new UI. The product really differs from the initial version when the Wikipedia fork was launched, and we do not plan to stop modernizing. In the end, in the modern world, very few things are created from scratch; it’s about where you find yourself when you realize all your plans. Last year we received the “Heroes of Runet” award for our contribution to the development of a new generation of scientific-educational resources. And we are just starting.

Regarding the community, we are also moving forward. Around 750 volunteers work on Ruwiki monthly. We collaborate with Dobro.ru; last year Ruwiki ranked third on the platform for the number of volunteer applications. We also launched a bonus program for authors.

— What is your audience now? And the traffic?

About six million people use Ruwiki monthly, and this number keeps growing: last fall we talked about five million, and now we have already surpassed six. In terms of demographics, it’s almost equal proportions of men and women, the predominant group is aged 25-34, followed by the 18-24 group, and the 35-44 group completes the top 3.

— Is this your desired target audience? Is it for them that you are making all the technological innovations?

Yes, this is the audience we are eager to work with, and it interests advertisers (monetization is launched in Ruwiki). But we do not limit ourselves to this framework. Overall, Ruwiki can be of interest to even older people who value expertise and references to verified organizations, as well as teenagers. Look at modern schoolchildren—they do their homework using GPT. There are many concepts, including in Russia, regarding the introduction of artificial intelligence into the education system. In the case of Ruwiki, it is not just generated text, created from bits of knowledge scattered across the internet. It is a competent response based on encyclopedia materials, which puts a strong emphasis on quality. Plus, we pay great attention to the safety of materials—we have a “18+” protection, we try not to allow provocative visual content, and ensure that content does not contradict Russian legislation.

— Ruwiki has smart search based on Yandex GPT and expert partners, but people still turn to good old Wikipedia. Why? And how do you plan to change this?

First of all, do not underestimate the power of habit. Human nature is such that we fear change. If we are used to a savings bank, even the most convenient online banking will seem unnecessary. But the situation can be changed by the question of quality and how it meets our needs: once we understand the advantages of the new product, we almost seamlessly transition to the new service. I believe that our audience will continue to grow rapidly thanks to the opportunities our platform offers—primarily not due to the flow of readers from Wikipedia, but because new people are discovering our project. I think that today more and more people are moving away from stereotypes and, in practice, realizing how high-quality Russian services and products can be: from the mentioned online banking to taxis, fashion, and food products. The education sector is no exception.

— What do you plan to do in 2025 to retain users and attract new ones?

The product must constantly improve. This year we have planned several development directions. I’ll start with the reader experience. Of course, we will improve the interface to meet users' interests and behaviors. There will be an updated main page, a new look of the article, article cards on the main page of the mobile version will become interactive. We will add retention mechanics—quizzes. Users will be able to test their knowledge after reading the article. We will improve navigation and introduce a convenient categorization system. We will move to a new level of personalization: it will be possible to more accurately set your feed and interests, and receive high-quality article selections. At the beginning of the year, there was a feature where you can ask Ruwiki to retell the text differently: simpler, shorter, or more academically. A super convenient option for all students and not only.

— Will there be changes for authors?

Of course. Here the key task is to simplify authors' access to the platform and guide them within it. A so-called “workshop” will be implemented with proposals for articles to be improved. A new visual editor is in development, which will be more intuitive and understandable for a wide audience. And of course, we will develop our bonus program for authors—the opportunity not only to write for Ruwiki on a volunteer basis but also to receive ranks and prizes.

— Are there any new solutions planned?

Last year we introduced a new development—the Ruwiki chatbot. It is currently in test mode in telegram and helps our channel subscribers find answers to additional questions. In the future, we plan to develop it as a product—a kind of “pocket hint.”

— Is Ruwiki in demand among the languages of the peoples of Russia?

Less so than the Russian version, but these sections do have an audience. Ruwiki exists in 20 languages of the peoples of Russia, excluding Russian. In terms of content, the top 5 sections are Chechen, Tatar, Bashkir, Chuvash, and Yakut. In terms of traffic, the leaders are Mari, Bashkir, Tatar, Yakut, and Chechen.

For us, this is an important social direction—preserving cultural heritage, ensuring access to education, maintaining linguistic diversity. We are open to cooperation with all organizations engaged in the preservation of the languages of the peoples of the Russian Federation. Please email us—we will come up with great projects together.

— How is the project going to transfer materials from the Great Russian Encyclopedia to your platform? And why was the decision made to transfer them to you?

This decision was unexpected for us. I want to believe it is because our project is considered effective and fast-growing. It’s a process. In this case, we are the receiving side, and before implementing the transfer, many questions need to be resolved—from technical to legal. On our part, I repeat, if we receive the GRE materials, we will do everything necessary to carefully preserve this unique information.

— GRE is a brand. Do you have any research on how well the audience remembers your brand after 1.5 years?

Yes, we do. Currently, according to our measurements regarding brand recognition and health, spontaneous knowledge of GRE and Ruwiki is at the same level, and in the “prompted knowledge” measurement, Wikipedia and GRE surpass Ruwiki (we are in third place). It is important not to forget that our project is 1.5 years old, while these brands have been on the market for many years. We also value quality characteristics: for example, if a year ago, the brand Ruwiki was perceived with the characteristic “censored,” in the latest measurement our top 3 qualities according to the audience are: “modern,” “convenient,” and “technological.”

Our “noticeability” is also evidenced by the presence of detractors. A toothless project does not provoke so much reaction. We take this calmly, carefully process feedback and take into account comments if they contain truly constructive things.

— Do you plan any projects in the education sector?

We have a portal for schoolchildren that is working and regularly updated, featuring RAS-reviewed materials for OGE and EGE preparation, with more than 22,000 monthly visitors. In the new year, we plan to closely cooperate with the Moscow Government's social complex in school work. We hope to become a useful and interesting product for the young audience.

— After a year and a half of operation, are you ready to announce your investors' names?

Unfortunately, no. Our agreements remain the same, and again, I can only emphasize that these are private investors who support our project and our values: neutrality, reliability, openness, and convenience. And they are satisfied that we are keeping our promises.

Source Lenta.ru

In the summer of 2024, one of the Western cloud marketing automation providers suddenly ceased services in the region, leaving clients with the challenge of finding a new technological solution for managing targeted communications. One of these retailers was our client in the pet product industry, who approached us to replace the imported solution. We love pets as well as complex projects, so we quickly agreed and arranged the project.

Project start: urgent launch

The project started in mid-August 2024. First of all, we focused on refining libraries for the mobile app, which displayed native banners, but we also needed to ensure the delivery of push notifications — the primary customer interaction channel that generates a significant part of the retailer's revenue.

Simultaneously, the main work on integration with client data was going on. This allowed us to create customer profiles, analyze their purchase history, and segment the audience for personalized offers. In addition to the showcases and profile, we implemented data-based aggregate calculations for deeper analysis of customer behavior.

Real-time events for contextual communications

One of the important elements of the project was connecting real-time event processing, which enables building Customer Journey Maps (CJM) and adapting client interactions in real time. This ensures more precise and dynamic management of the customer experience and enhances conversion rates for situational sales.

In the communications part, we also integrated email and SMS channels, which is standard for every project and requires the implementation of contact history and feedback collection. The email channel was refined according to the specific requirements of the retailer, especially regarding sending offers with multiple products (SKU positions of the product feed).

Recommendations in action and product attribution

An important element of the overall solution was the product recommendations that we implement on the website and in the mobile app. These personalized offers significantly enhance customer engagement, increasing conversions and the average check.

The work doesn't end there. Our upcoming plans include implementing product attribution, which will allow us to more accurately link offers with specific products, considering customer interests and behavior.

Final stage

The project launch is planned for October 2024, and we are confident that Accelera will not only replace the Western vendor but also open new horizons for the development of the retailer's marketing strategies. Our solution focuses on maximum personalization and real-time adaptation, which is key to successful interactions with the modern customer. On our side, we continuously work on the product to provide maximum business opportunities for our clients.