Bonus Map of Raspberry. Map of Raspberry Personal Cabinet. Registration and entrance to your personal account

Moscow, 10 Oct - RIA Novosti, Maxim Rubchenko. The company "LYUALTI PARTNERS EAST", the owner and operator of the loyalty cards "Malina", appealed to Court of Arbitration Moscow with a bankruptcy statement. Six millions of customers who have not suspected of the problems of HPF, bonus points are missing for huge amounts. Why the largest loyalty program in Russia went bankrupt and how not to become a victim of others such projects - In the material RIA Novosti.

A good start

Some Malina card holders complain that they have several thousand points frozen, others talk about dozens and hundreds of thousands. According to experts, total amount The missing bonuses is billions of rubles. However, many specialists predicted the program as collapse in its very beginning.

The initiator of the launch of the raspberries was the Holding "Rostik Group", which owns restaurants IL patio, "Planet Sushi", "American bar and grill", T.G.I. Friday's, COTIA COFFEE coffee shops.

From mid-2004, Vice President of Marketing "Rostik Group" Eric Barre negotiated with the owners and leaders of large russian companies On the release of a general loyalty card. As a basis, it was proposed to take a card of an honorary guest, acting in the restaurants "Rostik".

By the beginning of 2005, the pool of the project participants was formed, which entered the Rostik Group, "Pharmacy Network 36.6", "VimpelCom" and a network of tnk-BP refueling. A little later, for the management of the loyalty program, "Malina" was established the company "Loyalty Partner of the East" (LPV), led by Eric Barre.

The HPF is fully owned by the Cyprus company CSI Loyalty Partners LTD with an authorized capital of two million dollars, four companies - the project participants and co-owners became the founders and co-owners.

Grow, my "raspberry"

In the first year they released more than two million cards, which were charged over 500 million points. Under the terms of the program, the accumulated bonuses were converted into money (at the rate of 20 points for one ruble) or exchanged goods from the "Rasina" catalog.

The income of the PLV consisted of moneyreceived from the participants of the program for the points accrued to clients, as well as fees for customer information.

In the contract "Malina" with partner companies there was an item on the transfer of "demographic and any other data contained in the Participant's questionnaire, information on the purchase of goods of the partner's company and other information.

The program constantly joined new partners - Ozon, Raiffeisenbank, Ile de Bote, Tinkoff Bank and others. Experts "Rasnia" more and more reminded the fastener about Swan, Cancer and Pike - the project participants were too different and had their own ideas about the loyalty of consumers.

These concerns were justified: the partners were soon disappointed in their brainchild.

Decay coalition

In 2012, the "loyalty partners of the East" reported on revenue in the amount of 714 million rubles and net profit of four million rubles. In the same year, one of the co-founders of CSI Loyalty Partners "VimpelCom" sold its stake in the company and left the project.

In 2014, Rosneft became a new partner "Rosneft", which bought TNK-BP. Soon the company also left the project - its representatives explained that during the work of the Malina program, TNK-BP's investment was much higher than the contribution of other participants, despite the promised parity.

At about the same time, "Rostiks" announced a restart of his program "Honorary Guest" in the form of mobile application, stopping work with "Malina".

Tinkoff Bank lasted longer, completing the partnership with the project only last summer. At the same time, the bank said: "The accumulated bonus points on the" Malina "cards are saved, they can be spent on the purchase of goods in the partner directory." In other words, for all issues of using the "Raspberry" bonuses, please contact LPV.

Clean the accumulated bonuses customers "raspberries" could no longer.

From "raspberry" to "gasoline"

It seems that the point of no return for "raspberry" was July 2016, when CSI Loyalty Partners Ltd informed the Cyprus regulator about changes in shareholders. Details are not disclosed, but the media indicated on the Director General of the LPV Sergey Borodin as a new owner of the company. All founders of the "raspberries" from the project went away.

It's not just that behind both projects are likely to stand the same people. There are still a number of disturbing symptoms.

Firstly, authorized capital Operator "Beltozozoz" - LLC "Group of Companies MIL" - just ten thousand rubles.

Secondly, 99% million belongs to the Cyprus company "Zeeliando Ltd", registered in Paphos, on the same address as the office of the legal company G. Prodromou Associates LLC, which is engaged in offshore.

Third, the "group of companies million" in Moscow is spelled out at the address of the mass registration (Izmailovsky Boulevard, house 58, Pom. I, com. 18) together with two hundreds of other companies.

Fourth, according to the FTS, for 2017, income Muli amounted to 12.2 million rubles, and expenses were 16.9 million rubles. Thus, the company suffered losses almost five million.

It is not surprising if you consider that the largest partners of the "gasoline truck" from among the project specified on the site - Gazpromneft, Shell and Circle K - do not mention these maps. Moreover, they all develop their own loyalty programs: "Gazpromneft" - "On the way", Shell - Clubsmart, and Circle K - Extra Club.

This does not mean that the "Flames" cards should immediately get rid of. As long as they take them, it is stupid to abandon the opportunity to save money. Moreover, at the current prices for gasoline.

Just follow a couple of simple rules. First: Make money on the "fuel truck" immediately before buying a gasoline, having previously convinced that on this particular gas station card adopted. Second: Do not copy bonuses - Implement them at the first opportunity.

Map of Malina allows you to save bonus points for purchases in partner stores that are a lot.

Then, of course, you can spend these points on a lot of useful products from the catalog that you will find on the official website of the Raspberry program. There is everything: from books and services for the delivery of flowers to iPhone, air tickets and household appliances - more than 1000 items.

If you buy online, then you have the opportunity to accumulate even more bonuses.

How to get a raspberry card

Receive this map You can in several ways:

• Get a card on SMS. IN this case You will not have a card in direct understanding of this word, however, you can show SMS with a barcode at the store office, where you shop (see above).
• Get a plastic card. In the outlets partners can be obtained plastic card Raspberry, after completing the questionnaire.
• Open a coobrade card in banks or. There are several advantages: first, you get welcome points in a large size (from 3000 points), and secondly, paying out this card, you get points not only for purchases in partner stores, but in general for any purchases.
• On Malina.ru.

How to register and activate raspberry

You can register on the site by filling out the questionnaire in electronic form or in partner stores. Registration is needed, otherwise you will not be able to accumulate points and use the catalog. But it is not completely difficult, you just need to specify your name and contact details.

Map activation Maps is carried out by an SMS message. You will need to send SMS to the specified number and you will receive a special activation code. This applies not only to the SMS card, but also the cards received in the Partner Store.

How to find out the scores of the maps

To find out the status of your card account, that is, see how many points you have, and also learn about new partners, offers, promotions, you can on your personal page On the official website of the Malina program. Also on this page you will immediately see which products from the catalog are also available now, as well as link phone numbers to the map.

In general, not life - raspberry!

In Russia, currently there are more than a dozen most popular loyalty programs that are not related to specific brands. If you add programs tied to trademarks to them, then there will be few hundreds of them.

There are loyalty programs from the Pyaterochka, "Crossroads", "Carousel" and other supermarkets in the retail monopoly of X5 Retail Group. Client cards with bonuses offer home appliances stores, clothing, cellular operators, banks, gas stations of various brands and many others.

One of the most popular coalition loyalty programs in Russia was the "Malina" program, which allowed to accumulate bonus points, and then spend them from partners or buy technique for them in a special directory. "Raspberry" collaborated with 25 major partners: the network of refueling BP, Bilayin, Raiffeisenbank, Tinkoff Bank, a network of restaurants "Rosinter Restaurants", the pharmacy network "36.6" and near others.

How did this program that has received even in 2016 the Loyalty Awards Russia-2016 Prize "for promoting loyalty marketing in Russia" was bankrupt and left millions of people without accumulated points?

"Raspberry" blew

The company itself was arranged thoroughly. The owner of the "Malina" is LLC Loyali Partners East, which fully belongs to the offshore Cypriot company CSI Loyalty Partners Ltd. Loyali partners owns Businessman Sergey Borodin, who picked up and developed the idea of \u200b\u200bthe founder of the "raspberry" of Michael Llulin, who had more than 10 years of experience in the development, management and promotion of such programs around the world.

Photo: sirtravelot / shutterstock.com

The service is active: by 2018, the holders of the cards were about 6 million people, it was said on the program site. In 2012, when "Malina" has not yet encountered the first challenges, LLC "Loyalty Partners of the East" reported to revenue in the amount of 714 million rubles and net profit of 4 million rubles.

The first problems from "Rasina" began in 2014. At that time, they had not covered the holders yet. The fact is that Rosneft acquired a partnership in the Malina loyalty program together with the purchase of TNK-BP - the largest partner of the "Rasina". The brand cards were still serviced at gas stations, but the brand pays were suspended. Then Rosneft decided to abandon the program "Malina", as it has already had its own and developed it, although Mr. Borodin assured that difficulties are technical and soon with Rosneft, a new agreement will be concluded.

Example Rosneft followed and "VimpelCom" (Brand "Beeline"), which in 2015 announced the termination of cooperation with "Malina" in view of the development of his own loyalty program. The operator then also began active search for partners for his program in the telecommunications industry.

In 2017, the affairs of the "raspberry" went tightly. Then under the vacancy of Loyalty Partners of East LLC, one of former employees "Malina" wrote a comment:

The company is flex. Employees were transferred from white salary to gray in the convective. Everything is quiet - HR came, snapped the piece of paper on the signature and that's it. Half of the staff was transferred to the organization of LLC Group of Companies Milli, which is engaged in the development of a completely different project "Beltovoz". There zp also gray.

Finally, in 2018, Tinkoff Bank turned away from Rasina. On his site, he published a message that Malina's cards from July were transferred to the Bravo loyalty program, and the accumulated bonuses will be converted to new format. The design of the cards did not change, simply began to accrual the bonuses of another loyalty program and no connection with the "Malina" and their catalog did not have anymore.

"Raspberry" then published a message on "temporary difficulties" on its website, which was planned to resolve soon. Then the catalog of goods disappeared from the site, and the site itself stopped soon (now it simply shows the program logo). At the end of September 2018, loyali partners of the East, which owns a brand, submitted a statement of recognition of bankrupt to the Arbitration Court of Moscow.

What and in what size people lost?

Business "Malina" had an interesting model. It was founded at an intermediate stage between the seller and the buyer and was based on the benefit of mediation. Such is the model of all not related to the specific brand of loyalty programs. From shopping from partners "Malina" charged the percentage for individuals, and in return received regular payments for stimulating sales.

The percentage of purchases was charged in ephemeral points in the ratio of 1 point for every 20 rubles. For them, however, it was possible to purchase quite real things on the catalog, but a number of users noted that, in fact, the price of them turned out to be overpriced, not a market, as it was established by the "Malina" itself.

Part of the holders of the cards of this loyalty program declare 3-7 thousand points, which remained on their account, others talk about dozens and hundreds of thousands. If you count at the maximum volume, the size of the poor bonuses can achieve more than an impressive amount of 120 billion rubles. However, it is important to note that it is still not about money from the pockets of the holders, but about the loss of the opportunity to take advantage of the promotion of their purchasing activity.

The holders also claim that in the contract of participation in the program "Malina" prudently not prescribed its duty to provide goods and services for the amount of rubles, which is converted from points to the above course. The contract provided that the loyalty program only creates conditions and provides the ability to take advantage of these bonuses, but it is not at all obliged to pay them to rubles.

Return and exchange - not subject to

In the absence of obligations to sell points, there is the main problem of such related loyalty programs, noted cEO Infoline Information and Analytical Agency Ivan Fedyakov. He expressed doubt that people would be able to somehow return the accumulated points.

It is very unlikely, the prospects are extremely small. The program "Raspberry" is a certain quasiprodukt, which unites the obligations of participants in this program. These participants are not really responsible for obtaining some services or goods for accumulated points. They are most likely evade the fulfillment of obligations. If the program ceases to exist, then all its participants remove the obligations to maintain the card,

Noted Fedyakov.

According to him, one of the reasons for the collapse of "raspberries" was the overall decline in buyers' interest in loyalty programs, as well as introducing its own card partners. At the same time, people are more accustomed to believe discounts and shares, not maps, as discounts for most consumers are the easiest and most understandable loyalty tool.

"There were even research that showed that more than 3/4 loyalty cards, which are issued by retailers, consumers are not used. This was related to the monosystems when the loyalty card belonged to one retailer and to cross-systems such as "raspberries". Even when the seller offers free to get a card, consumers refuse, "said Fedyakov.

Therefore, the expert noted, retailers already want to complete the "attraction of unheard of generosity" with discounts and promotions that have achieved a very serious depth and the width of the range. It also slowed down and sellers themselves, who already exceed the peak at discounts and promotions and cannot develop further. This means that discounts in stores will become less and less, and sellers will increasingly affect customers in all sorts of loyalty programs.

According to the director INFOLINE, Rasnia has become an indicative example for the market and served as a kind of crawling for people. But despite this, the loyalty market in Russia will only grow, will become more sophisticated.

Loyalty began their loyalty programs, who did not have them. Now it is, for example, "Magnit", and "Auchan". That is, such retailers, which, in principle, were followed by a program of discounts and stocks, and not loyalty cards. Sooner or later, the cross-system loyalty like "raspberry" will return to the market, which collapsed because of its rough and outdated model,

Said Fedyakov.

The expert also added that in the future the inhabitants of Russia should wait for a burst of cross-country loyalty programs that are suitable for this business in a new way. In particular, they will stimulate the demand for goods of certain brands, attracting buyers with profitable points.

Thus, problems with the instability of loyalty programs will not go anywhere. The question will be only that the buyers themselves will be able to wrap it to themselves without increasing the purchasing appetites and inflicts dependent on bonuses and points. "Malina" sold, in fact, "air", not goods, and a simple opportunity to get something allegedly slapped for previously purchases. The scheme of such a loyalty program can be considered even by the scam, because ultimately, people from conscientiously fulfilled their part of the transaction for their part - they bought goods, copies. However, "Malina" was not so sweet when it turned out that she could no longer be able to fulfill his part of the agreement, and the partners would simply do not want.

A bonus program with Malina card allows you to accumulate points when making purchases from program partners. In the Personal Account of the Participant, the Client can track the accumulation of points, to see new promotions, a list of partners and the number of points accrued from them, track the validity of the bonuses. The consumption of bonuses is carried out when purchasing through the program of goods from the presented range. Products for buying for bonus points are located in the tab "How to spend".

You can save points when purchases from program partners. Full list Presented in the "where to save" tab. On the banner of each store, the size of the accrued points and the cachek size is indicated. In order not to forget to use the card when shopping on the Internet, you need to install an extension for the browser. Link to install is at the bottom of the page.

To check the accruals of bonuses, you need to enter personal Area The programs in the upper right corner of the profile displays the number of accumulated bonuses. A detailed extract on the accrual of points can be obtained from the menu on the left.

Registration in the office

For registration in the program you need to get a raspberry card and activate it. There are three types of cards:

• mobile;
• plastic;
• banking.

Mobile map comes in an SMS message or email and saved on a phone or PC. Plastic cards are issued at several points in Moscow and the Moscow region. To take part in the program, the card must be registered. Click "Register in the Program", then the participant's profile is filled in which the map number is entered, the phone number, cape. Click "Get an activation code". In response, the code will come to the phone to be entered in a special field. Now you can save and spend bonuses.

Raspberry bank cards are represented by two banks - a credit card from bank Tinkoff and debit from the bank Russian standard. With their help, you can pay housing utilities, make calculations for goods and services and receive bonuses.

Authorization in a personal account

The entrance to the personal account is provided only for maps of raspberries. You can log in in the office at email address, phone number or map number. Next, the password is entered, pinch and the "Login" button is pressed.

Lost password can be restored. Recovery methods Two: by card number and personal data. When entering the card number, the recovery code will come to the phone, we introduce it to the corresponding window, click "Next" and enter a new password. To restore a personal data password, fill the surname, name, patronymic, date of birth, codeword (indicated when receiving a map), characters from the picture and click "Next" and the code comes to the phone. We enter the code and change the password to the new one.

Personal Cabinet Mobile App

Mobile application for personal cabinet Raspberry has not yet been developed. From the phone, you can view information on accrued bonuses through the browser on the site. There are pages of the program in social networks:

Customer Support through the Cabinet

Questions on the accrual of points and the work of the service can be set through the form feedback. The reason for the appeal, the number of the MALINA card, the name, contact phone number and the text of the circulation are entered. We click "Send" and wait for the manager's response to the specified phone. Customer support telephone 8-800-200-19-21.

How to turn off your personal account?

When leaving the program, your personal account ceases to act. To exit the program, you need to write a statement in any form, specify personal data and card number. Application is sent to the post office [Email Protected] . The statement is written in an arbitrary form, you must specify the name, name, patronymic, Malina card number and contact details. After consideration of the application, the card is blocked.

Security and Privacy Policy

In order to protect yourself from the attackers, the map of the raspberry can not be transferred to the outsider. In order not to disappear bonuses from the account, the login and password from the personal account should be stored in an unavailable for an extraneous place. With loss bank card Malina, you need to declare a bank support service that has released a map for its lock. For credit cards - this is bank Tinkofffor debit cards - Russian standard.

Personal information of the participants of the Malnic Bonus Project is processed, stored and destroyed in accordance with 152-FZ "On Protection of Personal Data". When receiving a map, customers agree to process the system of individual information. Consent can be withdrawn when leaving the program, by submitting an application in arbitrary form.