Project Brief Development of a loyalty club for a professional B2B community 
Project Duration: 2024–2025

Brand Background: 
Planto is the successor to the Alpro plant-based beverage brand and is part of the H&N Group. Following localization, the brand shifted its focus from health to flavor, with a particular emphasis on the HoReCa segment and coffee shops. However, within the plant-based beverage market, Planto faces strong competition vying for visibility on bar counters. 
The brand tasked us with developing a loyalty program and creating a professional club aimed primarily at baristas to cultivate a loyal customer base.

Concept: 
Through qualitative and quantitative research, we identified key challenges professionals face when working with the product, as well as their interests and aspirations. 
A major obstacle was that many professionals were already members of internal communities within their workplace networks, lacked direct engagement with Planto, and had limited opportunities for direct communication with the brand.

Solution: 
The loyalty program was designed to address these pain points by offering solutions and additional opportunities for professional development and recognition. The program’s core tool is a personalized mini-app integrated within Telegram, facilitating seamless interaction and engagement.

Results: 
The project was completed as part of an academic program at HSE University, receiving the highest grade and positive client feedback, with the project approved for implementation.