Helping Ukraine’s largest multi-partner loyalty program Fishka and filling station partner OKKO
Increase in turnover
Increase in share in bank card payments
Growth in service audience
OKKO Group is the leading network of gas stations in Ukraine. Since 2009, OKKO has partnered with Fishka to offer an advantageous loyalty program, recognized as the most profitable for drivers in Ukraine.
As part of their continuous investment in convenient, fast, safe and smart solutions for their customers, OKKO and Fishka have released OKKO PAY, a contactless payment service available to MyFishka app users. Despite being launched in 2017, its penetration into the Ukrainian market did not happen as quickly as with similar products in European markets.
Thanks to OKKO PAY, a loyalty program member could purchase fuel, as well as other essentials from the store at OKKO filling stations without entering the point of sale: the purchases were brought outside to the customer’s car.
This feature has become a must during pandemic lockdown periods, yet it was still necessary to remind customers about it.
OKKO took advantage of Rakuten Viber's 95% penetration rate in Ukraine, using the app as one of the main communication channels to quickly draw attention to the possibilities OKKO PAY provides.
In Rakuten Viber communications, emphasis was placed on the safety of the OKKO PAY service and to give customers some extra motivation, Fishka offered extra points for fuel as well as delivering purchased goods either to the customers' car or other address.
With the ability to add images to Rakuten Viber Business Messages, OKKO created compelling and captivating communications to convey their message.
During the pandemic lockdown, turnover through the OKKO PAY service increased by more than 40%.
A timely communication helped to convey to customers the benefits of contactless payments increasing the share of the latter from 57% to 68%.
Finally, the share of the bank card payments grew from 41 to 45%.
"Rakuten Viber helped us inform our customers about the contactless refuelling service available at OKKO filling stations. The campaign was extremely helpful for retaining customers and drawing the attention of Ukrainians to the OKKO Pay service benefits during the initial stages of the Covid-19 lockdown. After three months of the Rakuten Viber campaign, the service’s audience has grown by 33%."