Three audiences. Nobody introduced them.
A building-materials manufacturer had two loyalty programs that weren’t working well enough. We didn’t improve them — we replaced them with Itochka.pro, a marketplace connecting the three audiences the business already had but had never introduced to each other.
- Services
- Research and analytics, Data and integrations, Custom SaaS development, Digital marketing
- Year
- 2026
Published under NDA: the client is not named and figures are shown at the client’s approved level of detail.
Results
6,000
top installation professionals on the platform (first-phase target)
1,500
retail stores registered, 70% actively logging purchases (target)
30,000+
unique monthly visitors (target)
3,000+
homeowner-to-professional orders per year (target)
Figures marked as targets are the programme’s first-phase goals, agreed with the client.
What was missing
The manufacturer had two disconnected loyalty programs — one for installation crews, one for retailers — and no direct relationship with homeowners at all. Points are easy to copy; competitors were cloning the mechanics faster than they could evolve. Two programs meant two databases, two logins and no shared view of the customer journey. The loyalty programs were the least interesting part of the problem.
Before
- Two disconnected loyalty programs — one for crews, one for retail
- Loyalty mechanics easy for competitors to clone
- Homeowners, the people commissioning the work, not served at all
- Two databases, two logins, no shared view of the customer journey
The insight
Research surfaced a dependency loop sitting in plain sight. Homeowners look for a reliable professional and a convenient store. Professionals look for new clients and better purchasing terms. Retailers look for buyer traffic. Each group needs the other two, and none had a direct way to find each other. The manufacturer had access to all three and wasn’t connecting them. A points program can be cloned in a quarter; an audience network can’t be copied without copying the audience itself.
What we built
We built Itochka.pro: one platform, one database, one login, four roles — homeowner, crew leader, retail outlet, partner — each with its own dashboard and journey. Homeowners post jobs and choose professionals by rating, reviews and portfolio; professionals respond to leads and build a public profile; retailers publish store profiles and price lists and appear on an interactive map. Construction calculators turn a saved estimate into a qualified lead for a named store. A rewards catalogue with cart and order tracking keeps professionals engaged between jobs. From the start the platform was designed to earn beyond loyalty — media placements for non-competing manufacturers, and a coalition program with accruing and media partners. We specified the full business and functional requirements before writing code, then delivered in stages — MVP, pilot, trial operation, full production — testing one hypothesis before moving to the next.
After
- One platform, one identity, one role-based database
- A marketplace connecting homeowners, professionals and retailers
- Calculators and a rewards catalogue generating qualified leads
- A coalition loyalty program with accruing and media partners
- A unified record of the demand chain — from first estimate to purchase at a named store — that a competitor can’t copy
The marketplace, where homeowners browse installation crews by rating and portfolio. 
A construction calculator that turns a saved estimate into a qualified lead. 
The installation crew dashboard in the mobile app. 
The retail store showcase, with price lists and an interactive map.
Stack
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