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The Loyalty & CX Awards Russia 2025 winners’ ceremony took place in Moscow
The jury of the national award in the fields of loyalty marketing, customer relationship management, customer experience, and service, Loyalty & CX Awards Russia 2025, summed up the voting results and honored the winners.
A total of 406 projects from 219 companies were submitted for the competition.
165 projects were shortlisted, of which 81 projects became winners.

The list of winners based on the results of the final voting is as follows:

  • Category “Best Loyalty Program – Financial Sector”. Winners - Loyalty program "Yarko" | Bank "Saint-Petersburg" (Russia) and Ecosystem Loyalty: Relaunch of “Spasibo” | SBER (Russia).

  • Category “Best Loyalty Program - Telecom Sector”. Winners - Loyalty program "Byt vmeste" | Gazprombank Mobile (Russia) and Loyalty Program “Orange Combo” | beeline (Russia).

  • Category “Best Loyalty Program – Grocery Retail”. Winner - “5 Steps to a Gift at Super Lenta” Program | “Lenta” Retail Chain (Russia).

  • Category “Best Loyalty Program of a Non-Food Retailer”. Winner – Project “The Meeting Place Cannot Be Changed: The Story of Chitai-Gorod’s Battle for Retail Space in the Era of Marketplaces” | “Chitai-Gorod” Retail Chain (Russia).

  • Category “Best Loyalty Program of a Pharmacy Chain”. Winner - Loyalty program for pharmacy chains "36,6" & Gorzdrav powered by GlowByte (Russia).

  • Category “Best Loyalty Program of a Travel Company”. Winner - Loyalty Program “GURU” | Ostrovok (Russia).

  • Category “Best Loyalty Program - B2B”. Winners - Special Offers Conveyor of the Loyalty Program for SMB Clients of VTB Business League | Bank VTB (Russia) and Loyalty Program for Entrepreneurs “Alfa – Profitable for Business” | Alfa-Bank (Russia).

  • Category “Best Co-branded Card of the Year”. Winner - beeline and Alfa-Bank Orange Debit Card | beeline (Russia).

  • Category “Best Co-branded Card | Bank – Telecom Operator”. Winner - beeline and Alfa-Bank Orange Debit Card | beeline (Russia).

  • Category “Best Co-Branded Card | Bank – Travel”. Winner - VTB-Aeroflot Card for Travelers | Bank VTB (Russia).

  • Category “Best Cashback Card”. Winners - Umnaya Gazprombank Card | Gazprombank (Russia) and Loyalty Program for Entrepreneurs “Alfa – Profitable for Business” | Alfa-Bank (Russia).

  • Category “The Best Cashback Program for Banking Products”. Winners - Loyalty Program for Entrepreneurs “Alfa – Profitable for Business” | Alfa-Bank (Russia) and Transformation from Bonuses to Unified Customer Value That Goes Beyond Cashback | Bank VTB (Russia).

  • Category “Payment Card of the Year”. Winner - Umnaya Gazprombank Card | Gazprombank (Russia).

  • Category “Best Loyalty Program for Salary Clients”. Winner - VTB Payroll Project | Bank VTB (Russia).

  • Category “Card Subscription of the Year”. Winners - Gazprom Bonus Subscription Service with Two Tiers: “Plus” and “Premium” | Gazprom Bonus (Russia) and VTB Plus Subscription | Bank VTB (Russia).

  • Category “Best Plastic Card Loyalty Program”. Winner - Loyalty program "Yarko" | Bank "Saint-Petersburg" (Russia).

  • Category “Best Mobile Loyalty Program”. Winner - Plan b | beeline (Russia).

  • Category “Best Loyalty Program with Collectible Rewards”. Winner - Sketerrys at Lenta! | “Lenta” Retail Chain (Russia).

  • Category “Best Short-term Loyalty Program”. Winner - “Two Weeks of Super Discounts for Business from VTB” Promotion | Bank VTB (Russia).

  • Category “Best Co-branding Loyalty Program”. Winner - Loyalty Program “INGO Bonus” | Ingosstrakh (Russia).

  • Category “Best Coalition Loyalty Program”. Winner - “Orange Move: Telecom’s First Coalition Gamification Program!” | beeline (Russia).

  • Category “Emotional Connection”. Winners - Customer Support Mission | Tripster (Cyprus) and Project "How The Irony of FateSparked a New New Year Tradition” | National Lottery (Russia).

  • Category “Start of the Year”. Winners - Loyalty Program “Renaissance Plus” | Renaissance Insurance Group (Russia) and Customer Club “Gemotest Club” | Gemotest (Russia).

  • Category “Best Use of CRM”. Winners - Loyalty Program Transformation | Bank VTB (Russia) and Rubbles Customer Insight – Import Substitution and Implementation of an aCRM System | Pharmacy Chain 36.6 and Rubbles (Russia).

  • Category “Best Use of Analytics”. Winner - Shaping Desired Customer Behavior Through Loyalty-Driven Motivation | Bank VTB (Russia).

  • Category “Best Use of Social Media”. Winner - MEGA Friends Loyalty Program in a Gamified Telegram Bot | MEGA and Creative Studio SMIT. (Russia).

  • Category “Best Use of MarCom”. Winner - Alfa-Bank: Games for (Not) Small Business | Alfa-Bank (Russia).

  • Category “Best Use of Mobile Technologies”. Winner - Plan b | beeline (Russia).

  • Category “Rewards Catalogue of the Year”. Winner - Loyalty Program for Entrepreneurs “Alfa – Profitable for Business” | Alfa-Bank (Russia).

  • Category “Best Marketing Campaign Implemented within the Loyalty Program”. Winner - Orange Combo | beeline (Russia).

  • Category “Best Social Initiative Implemented Within a Brand Loyalty Program”. Winner - IEK GROUP’s Contribution to the Open Electricians Championship | IEK Group (Russia).

  • Category “Best Marketing Campaign Implemented Within a Brand Loyalty Program”. Winner - MEGA Friends Loyalty Program – Gamified Telegram Bot | MEGA and Creative Studio SMIT. (Russia).

  • Category “Campaign of the Year: Best Youth Marketing Project Driving Brand Loyalty”. Winner - In a World Full of ‘No’s,’ Yota Says: ‘Yes to Everything!’ | Yota (Russia).

  • Category “Breakthrough of the Year: Single-Channel Campaign Boosting Brand Loyalty”. Winner - Effective Start: MegaFon’s Use of Ozon Consumer Insights to Drive Sales Growth | MegaFon (Russia).

  • Category “Best Trend-Driven Response: Strengthening Brand Loyalty via Collaboration with the Year’s Key Trend”. Winner - Yota – Effective Tapping | Yota (Russia).

  • Category “Technology Leader of the Year”. Winners - Alfa-Bank: Games for (Not) Small Business | Alfa-Bank (Russia) and Solution for the implementation of loyalty processing and gamification Accelera | beeline (Russia).

  • Category “Best Gamification in the Financial Sector”. Winner - ‘Stock Alchemy’ Game for Alfa-Bank Investors | Alfa-Bank (Russia).

  • Category “Best Gamification in Telecom”. Winner - beeline’s Gaming Hub: Driving Customer Loyalty | beeline (Russia).

  • Category “Best Gamification in Grocery Retail”. Winner - Gamify RTO | "Pyaterochka" Retail chain.

  • Category “Best Gamification in Non-Food Retail”. Winner - Orange Move: Telecom’s First Coalition Gamification Program! | beeline (Russia).

  • Category “Best Gamification in Malls & Retail Centers”. Winner - MEGA Friends Loyalty Program – Gamified Telegram Bot | MEGA and Creative Studio SMIT. (Russia).

  • Category “Gamification – Best Creative Idea”. Winner - ‘Stock Alchemy’ Game for Alfa-Bank Investors | Alfa-Bank (Russia).

  • Category “Gamification – Trendsetter of the Year”. Winner - beeline’s Gaming Hub: Driving Customer Loyalty | beeline (Russia).

  • Category “World-Changers: Gamification in Social Initiatives”. Winner - ‘CyberQuiz’ – Beeline App and Website Game | beeline (Russia).

  • Category “Best Gamification for New Customers”. Winner – Digital Onboarding: A Personalized System for New Customer Integration | Alfa-Bank (Russia).

  • Category “Gamification of the Year”. Winner - Alfa-Bank: Games for (Not) Small Business | Alfa-Bank (Russia).

  • Category “Russia’s Most Customer-Oriented Company”. Winner - beeline (Russia).

  • Category “Best CX in Financial Sector”. Winner - VTB’s Digital Products and Services Ecosystem for Foreign Economic Activity (FEA) | Bank VTB (Russia).

  • Category “Best Customer Experience in the Insurance”. Winner - INGO Ecosystem | Ingosstrakh (Russia).

  • Category “Best CX in Telecom”. Winner - The Star Has Risen – We Proudly Present beeline’s New Mobile App | beeline (Russia).

  • Category “Best Online and E-Commerce Customer Experience”. Winner - beeline & AlfaStrakhovanie: Money-Back Protection | beeline and AlfaStrakhovanie (Russia).

  • Category “Best Customer Experience with a Manufacturer’s Brand”. Winner - Open Electricians Championship | IEK Group (Russia).

  • Category “Best Omnichannel Customer Experience”. Winner - beeline & AlfaStrakhovanie: Money-Back Protection | beeline and AlfaStrakhovanie (Russia).

  • Category “Best User eXperience”. Winner - “Gazprom Bonus” Subscription | Gazprom Bonus (Russia).

  • Category “Best CX Strategy”. Winners - OTP Bank Customer Experience Transformation | OTP Bank (Russia) and Leveraging Customer Experience Expertise in Loyalty Program Product Design | Bank VTB (Russia).

  • Category “Measurable Changes”. Winners - Service 360: Tracking, Focusing, Delivering Results | Renaissance Insurance Group (Russia) and Digitizing Survey Processes | OTP Bank (Russia).

  • Category “Best Use of Customer Feedback and Insights”. Winner - Transforming Customer Experience in the Loyalty Program Using Feedback | Bank VTB (Russia).

  • Category “Best Use of Digital Technologies”. Winner - Digital Onboarding: A Personalized System for New Customer Integration | Alfa-Bank (Russia).

  • Category “CX Start of the Year”. Winners - Digital Onboarding: A Personalized System for New Customer Integration | Alfa-Bank (Russia) and beeline & AlfaStrakhovanie: Money-Back Protection | beeline and AlfaStrakhovanie (Russia).

  • Category “Personalization of the Year”. Winner - New SMB Service Model: Personalized Manager for Each Client | Bank VTB (Russia).

  • Category “Call Center of the Year”. Winner - Gazprombank Mobile Opens Its Own Contact Center | Gazprombank Mobile (Russia).

  • Category “CRM/Loyalty/CX Solution of the Year”. Winner - Solution for the implementation of loyalty processing and gamification Accelera | beeline (Russia).

  • Category “CRM/Loyalty/CX Vendor of the Year”. Winner - Solution for the implementation of loyalty processing and gamification Accelera | beeline (Russia).

  • Category “CRM/Loyalty/CX Integrator of the Year”. Winner - Solution for the implementation of loyalty processing and gamification Accelera | beeline (Russia).

  • Category “Person of the Year in the Loyalty Marketing”. Winner - Andrey GUBANOV (beeline).

  • Category “Loyalty Marketing Team of the Year”. Winner - Bank "Saint-Petersburg" (Russia).

  • Category “Post-Sales Support of the Year”. Winner – Mortgage Management in VTB Online | Bank VTB (Russia).

Grand Prix
  • Grand Prix - Loyalty Marketing Leader in Russia - Bank VTB (Russia).

  • Grand Prix - Technology Leader of the Year - beeline (Russia).

Congratulations!

29 July / 2025
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