RZD Bonus Loyalty Programme and VTB24 — RZD Cobranded Card

RZD Bonus Loyalty Programme

Aiming to increase the efficiency of passenger service, JSC FPC developed and deployed RZD Bonus, a loyalty programme of RZD Holding. According to the terms of this programme, passengers can become entitled to some privileges by paying for tickets or services provided by JSC FPC and its partners or doing other things as part of marketing campaigns.

The programme objectives include:

  • Increase JSC FPC’s revenue through an increase in service consumption;
  • Strengthen the position in and expand the share of the market and, thus, revenue through better competitiveness;
  • Create a database of Company’s passengers;
  • Reduce communications costs by introducing a personalised approach and addressing passengers who travel a lot directly;
  • Encourage passengers’ loyalty to JSC RZD as a brand;
  • Cross-sell services to Programme participants across JSC RZD divisions (after they join the Programme).

The programme is implemented as a bonus one. It is based on a bonus accumulation mechanism.

As of 2014, there are about 1 million people in the programme. Since it was launched, programme participants have made 3 million 800 thousand journeys; 65 thousand premium tickets were issued. Each active participant of the programme makes 6 journeys a year on average.

In December 2013, Sapsans, high-speed passenger trains, joined the programme.

Cobranded Card

On February 01, 2013, VTB24 Bank and JSC FPC launched a new product, offering their clients a cobranded card. About 240 thousand such cards have been issued since the start of the cobranding project. VTB24 — RDZ card holders get bonuses for every purchase they make with the card and can spend accumulated bonuses to buy a premium journey as part of the RZD Bonus programme. Card holders automatically become RZD Bonus members and get points not only for travels, but for every purchase they make.