Knauf Insulation · Building materials
Two loyalty programmes, turned into a marketplace ecosystem
Knauf Insulation, a global insulation manufacturer, was running two disconnected loyalty programmes in Russia — one for installation crews, one for retail outlets. Both were easy for competitors to copy, and the most valuable audience of all, homeowners, wasn't served at all. Instead of defending two points programmes, we merged them into itochka.pro — a single ecosystem where crews, retailers and homeowners create value for each other, with the brand at the centre.
Inside the product
The gap
Competitors were cloning the loyalty mechanics faster than they could evolve. Homeowners — the people who actually commission construction — got nothing from the brand. Crews were slow to adopt digital tools; retailers needed new reasons to stay engaged; and two separate platforms meant two databases, two logins and no shared insight into the journey.
The insight
Audience research revealed a dependency loop: homeowners look for a trusted crew and a convenient store; crews look for clients and better terms; retailers look for buyer traffic. No single loyalty scheme could be defended — but a marketplace connecting all three could. A points programme can be copied in a quarter; an audience network cannot be copied without copying the audience itself.
A product tour
One platform, one identity
We merged the user bases of both loyalty programmes into a single database with unified sign-on and a role model — crew leader, retail outlet, homeowner, partner — each with its own dashboard and journey.
Marketplace mechanics
Homeowners post jobs and pick crews by ratings, reviews and portfolios; crews respond to leads and showcase their work; retailers publish store profiles and price lists and appear on an interactive map with an online product showcase.
Services that generate leads
Construction calculators turn saved estimates into qualified leads; a rewards catalogue with cart and order tracking keeps crews engaged; role-based FAQ and support routing keep operations lean.
A partner revenue model
The ecosystem was designed to monetise beyond loyalty: media placements for non-competing manufacturers, access to the professional audience, and a coalition loyalty programme with accruing and media partners.
Phased, hypothesis-driven delivery
We specified the full business-functional requirements and rolled the platform out in stages — MVP, pilot, trial operation, full production — validating each hypothesis before scaling.
Stack & channels
Services behind this
The outcome
Beyond the launch targets, the ecosystem gave Knauf Insulation something no competitor could clone: a unified database of the entire demand chain — from a homeowner's first estimate to a crew's purchase at a specific store — and a direct channel to every segment of it. Figures above are the official first-phase targets from project documentation.
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