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HALL OF FAME
Benchmark cases in loyalty and customer experience across Russia and Belarus
The Hall of Fame is a permanent archive of organisations, initiatives and projects recognised within the Loyalty & CX Awards.
Each entry represents a validated approach to loyalty, customer experience and customer engagement, supported by measurable business impact and evaluated within the awards framework.
The Hall of Fame documents recognised approaches across industries and provides a structured reference for organisations seeking to benchmark performance, explore implementation models and understand evolving market practices.
Categories reflect key domains of loyalty, customer experience and customer engagement, including strategy, technology, engagement models and performance outcomes.
Recognition is based on independent evaluation against defined criteria covering strategic clarity, execution and implementation, customer and business outcomes, and measurable results.
Entries included in the Hall of Fame reflect alignment with established evaluation standards and represent benchmark cases within the professional ecosystem.
WINNERS 2025
  • Grand Prix - Loyalty Marketing Leader in Russia
    Bank VTB (Russia)
  • Grand Prix - Technology Leader of the Year
    beeline (Russia)
  • Best Loyalty Program – Financial Sector
    Loyalty program "Yarko" | Bank "Saint-Petersburg" (Russia)
  • Best Loyalty Program – Financial Sector
    Ecosystem Loyalty: Relaunch of “Spasibo” | SBER (Russia)
  • Best Loyalty Program - Telecom Sector
    Loyalty program "Byt vmeste" | Gazprombank Mobile (Russia)
  • Best Loyalty Program - Telecom Sector
    Loyalty Program “Orange Combo” | beeline (Russia)
  • Best Loyalty Program – Grocery Retail
    “5 Steps to a Gift at Super Lenta” Program | “Lenta” Retail Chain (Russia)
  • Best Loyalty Program of a Non-Food Retailer
    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)
  • Best Loyalty Program of a Pharmacy Chain
    Loyalty program for pharmacy chains "36,6" & Gorzdrav powered by GlowByte (Russia)
  • Best Loyalty Program of a Travel Company
    Loyalty Program “GURU” | Ostrovok (Russia)
  • Best Loyalty Program - B2B
    Special Offers Conveyor of the Loyalty Program for SMB Clients of VTB Business League | Bank VTB (Russia)
  • Best Loyalty Program - B2B
    Loyalty Program for Entrepreneurs “Alfa – Profitable for Business” | Alfa-Bank (Russia)
  • Best Co-branded Card of the Year
    beeline and Alfa-Bank Orange Debit Card | beeline (Russia)
  • Best Co-branded Card | Bank – Telecom Operator
    beeline and Alfa-Bank Orange Debit Card | beeline (Russia)
  • Best Co-Branded Card | Bank – Travel
    VTB-Aeroflot Card for Travelers | Bank VTB (Russia)
  • Best Cashback Card
    Umnaya Gazprombank Card | Gazprombank (Russia)
  • Best Cashback Card
    Loyalty Program for Entrepreneurs “Alfa – Profitable for Business” | Alfa-Bank (Russia)
  • The Best Cashback Program for Banking Products
    Loyalty Program for Entrepreneurs “Alfa – Profitable for Business” | Alfa-Bank (Russia)
  • The Best Cashback Program for Banking Products
    Transformation from Bonuses to Unified Customer Value That Goes Beyond Cashback | Bank VTB (Russia)
  • Payment Card of the Year
    Umnaya Gazprombank Card | Gazprombank (Russia)
  • Best Loyalty Program for Salary Clients
    VTB Payroll Project | Bank VTB (Russia)
  • Card Subscription of the Year
    Gazprom Bonus Subscription Service with Two Tiers: “Plus” and “Premium” | Gazprom Bonus (Russia)
  • Card Subscription of the Year
    VTB Plus Subscription | Bank VTB (Russia)
  • Best Plastic Card Loyalty Program
    Loyalty program "Yarko" | Bank "Saint-Petersburg" (Russia)
  • Best Mobile Loyalty Program
    Plan b | beeline (Russia)
  • Best Loyalty Program with Collectible Rewards
    Sketerrys at Lenta! | “Lenta” Retail Chain (Russia)
  • Best Short-term Loyalty Program
    “Two Weeks of Super Discounts for Business from VTB” Promotion | Bank VTB (Russia)
  • Best Co-branding Loyalty Program
    Loyalty Program “INGO Bonus” | Ingosstrakh (Russia)
  • Best Coalition Loyalty Program
    “Orange Move: Telecom’s First Coalition Gamification Program!” | beeline (Russia)
  • Emotional Connection
    Customer Support Mission | Tripster (Cyprus)
  • Emotional Connection
    Project "How The Irony of Fate Sparked a New New Year Tradition” | National Lottery (Russia)
  • Start of the Year
    Loyalty Program “Renaissance Plus” | Renaissance Insurance Group (Russia)
  • Start of the Year
    Customer Club “Gemotest Club” | Gemotest (Russia)
  • Best Use of CRM
    Loyalty Program Transformation | Bank VTB (Russia)
  • Best Use of CRM
    Rubbles Customer Insight – Import Substitution and Implementation of an aCRM System | Pharmacy Chain 36.6 and Rubbles (Russia)
  • Best Use of Analytics
    Shaping Desired Customer Behavior Through Loyalty-Driven Motivation | Bank VTB (Russia)
  • Best Use of Social Media
    MEGA Friends Loyalty Program in a Gamified Telegram Bot | MEGA and Creative Studio SMIT. (Russia)
  • Best Use of MarCom
    Alfa-Bank: Games for (Not) Small Business | Alfa-Bank (Russia)
  • Best Use of Mobile Technologies
    Plan b | beeline (Russia)
  • Rewards Catalogue of the Year
    Loyalty Program for Entrepreneurs “Alfa – Profitable for Business” | Alfa-Bank (Russia)
  • Best Marketing Campaign Implemented within the Loyalty Program
    Orange Combo | beeline (Russia)
  • Best Social Initiative Implemented Within a Brand Loyalty Program
    IEK GROUP’s Contribution to the Open Electricians Championship | IEK Group (Russia)
  • Best Marketing Campaign Implemented Within a Brand Loyalty Program
    MEGA Friends Loyalty Program – Gamified Telegram Bot | MEGA and SMIT Creative Studio (Russia)
  • Campaign of the Year: Best Youth Marketing Project Driving Brand Loyalty
    In a World Full of ‘No’s,’ Yota Says: ‘Yes to Everything!’ | Yota (Russia)
  • Breakthrough of the Year: Single-Channel Campaign Boosting Brand Loyalty
    Effective Start: MegaFon’s Use of Ozon Consumer Insights to Drive Sales Growth | MegaFon (Russia)
  • Best Trend-Driven Response: Strengthening Brand Loyalty via Collaboration with the Year’s Key Trend
    Yota – Effective Tapping | Yota (Russia)
  • Technology Leader of the Year
    Alfa-Bank: Games for (Not) Small Business | Alfa-Bank (Russia)
  • Technology Leader of the Year
    Solution for the implementation of loyalty processing and gamification Accelera | beeline (Russia)
  • Best Gamification in the Financial Sector
    ‘Stock Alchemy’ Game for Alfa-Bank Investors | Alfa-Bank (Russia)
  • Best Gamification in Telecom
    beeline’s Gaming Hub: Driving Customer Loyalty | beeline (Russia)
  • Best Gamification in Grocery Retail
    Gamify RTO | "Pyaterochka" Retail chain (Russia)
  • Best Gamification in Non-Food Retail
    Orange Move: Telecom’s First Coalition Gamification Program! | beeline (Russia)
  • Best Gamification in Malls & Retail Centers
    MEGA Friends Loyalty Program – Gamified Telegram Bot | MEGA and SMIT. Creative Studio (Russia)
  • Gamification – Best Creative Idea
    ‘Stock Alchemy’ Game for Alfa-Bank Investors | Alfa-Bank (Russia)
  • Gamification – Trendsetter of the Year
    beeline’s Gaming Hub: Driving Customer Loyalty | beeline (Russia)
  • World-Changers: Gamification in Social Initiatives
    ‘CyberQuiz’ – Beeline App and Website Game | beeline (Russia)
  • Best Gamification for New Customers
    Digital Onboarding: A Personalized System for New Customer Integration | Alfa-Bank (Russia)
  • Gamification of the Year
    Alfa-Bank: Games for (Not) Small Business | Alfa-Bank (Russia)
  • Russia’s Most Customer-Oriented Company
    beeline (Russia)
  • Best CX in Financial Sector
    VTB’s Digital Products and Services Ecosystem for Foreign Economic Activity (FEA) | Bank VTB (Russia)
  • Best Customer Experience in the Insurance
    INGO Ecosystem | Ingosstrakh (Russia)
  • Best CX in Telecom
    The Star Has Risen – We Proudly Present beeline’s New Mobile App | beeline (Russia)
  • Best Online and E-Commerce Customer Experience
    beeline & AlfaStrakhovanie: Money-Back Protection | beeline and AlfaStrakhovanie (Russia)
  • Best Customer Experience with a Manufacturer’s Brand
    Open Electricians Championship | IEK Group (Russia)
  • Best Omnichannel Customer Experience
    beeline & AlfaStrakhovanie: Money-Back Protection | beeline and AlfaStrakhovanie (Russia)
  • Best User eXperience
    “Gazprom Bonus” Subscription | Gazprom Bonus (Russia)
  • Best CX Strategy
    OTP Bank Customer Experience Transformation | OTP Bank (Russia)
  • Best CX Strategy
    Leveraging Customer Experience Expertise in Loyalty Program Product Design | Bank VTB (Russia)
  • Measurable Changes
    Service 360: Tracking, Focusing, Delivering Results | Renaissance Insurance Group (Russia)
  • Measurable Changes
    Digitizing Survey Processes | OTP Bank (Russia)
  • Best Use of Customer Feedback and Insights
    Transforming Customer Experience in the Loyalty Program Using Feedback | Bank VTB (Russia)
  • Best Use of Digital Technologies
    Digital Onboarding: A Personalized System for New Customer Integration | Alfa-Bank (Russia)
  • CX Start of the Year
    Digital Onboarding: A Personalized System for New Customer Integration | Alfa-Bank (Russia)
  • CX Start of the Year
    beeline & AlfaStrakhovanie: Money-Back Protection | beeline and AlfaStrakhovanie (Russia)
  • Personalization of the Year
    New SMB Service Model: Personalized Manager for Each Client | Bank VTB (Russia)
  • Call Center of the Year
    Gazprombank Mobile Opens Its Own Contact Center | Gazprombank Mobile (Russia)
  • CRM/Loyalty/CX Solution of the Year
    Solution for the implementation of loyalty processing and gamification Accelera | beeline (Russia)
  • CRM/Loyalty/CX Vendor of the Year
    Solution for the implementation of loyalty processing and gamification Accelera | beeline (Russia)
  • CRM/Loyalty/CX Integrator of the Year
    Solution for the implementation of loyalty processing and gamification Accelera | beeline (Russia)
  • Post-Sales Support of the Year
    Mortgage Management in VTB Online | Bank VTB (Russia)
  • Loyalty Marketing Team of the Year
    Bank "Saint-Petersburg" (Russia)
  • Person of the Year in the Loyalty Marketing
    Andrey Gubanov (beeline)
WINNERS 2024
  • Grand Prix - Loyalty Marketing Leader in Russia
    Loyalty program for entrepreneurs "Dengi Sverkhu" | Alfa-Bank (Russia)
  • Best Loyalty Program – Financial Sector
    Loyalty program "Yarko" | Bank "Saint-Petersburg" (Russia)
  • Best Loyalty Program - Telecom Sector
    Loyalty program "Byt vmeste" | Gazprombank Mobile (Russia)
  • Best Loyalty Program – Food Retail
    Program "Mini-Lenta" | “Lenta” Retail Chain (Russia)
  • Best Loyalty Program - Transportation
    Loyalty program | CDEK (Russia)
  • Best Loyalty Program - Services
    Loyalty program | CDEK (Russia)
  • Best Loyalty Program - B2B
    Loyalty program for entrepreneurs "SberBusiness Spasibo" | SBER (Russia)
  • Best Loyalty Program - B2B
    Loyalty program for entrepreneurs "Dengi Sverkhu" | Alfa-Bank (Russia)
  • Best Mobile Loyalty Program
    Loyalty program "Soty" | beeline (Russia)
  • Best Short-term Loyalty Program
    Project "Alfa-Pyatnitsa" | Alfa-Bank (Russia)
  • Best Co-branding Loyalty Program
    Project “INGO Ecosystem” | Ingosstrakh (Russia)
  • Emotional Connection
    Referral program «Vse v pluse» | SBER (Russia)
  • The Best Project for the Corporate Loyalty Formation
    Employees' Calendar | beeline (Russia)
  • Best Project for the Development of Young Employees
    Project "Internship program Open MI" | Media Instinct Group (Russia)
  • Best Plastic Card Loyalty Program
    Loyalty program "Yarko" | Bank "Saint-Petersburg" (Russia)
  • Payment Card of the Year
    Umnaya Gazprombank Card | Gazprombank (Russia)
  • Best Premium Card
    Alfa Only | Alfa-Bank (Russia)
  • The best card for profitable purchases
    Umnaya Gazprombank Card | Gazprombank (Russia)
  • The best card for shopping abroad
    UnionPay Debit card | Gazprombank (Russia)
  • Best Co-branded Card | Bank – Food Retailer
    "Apelsinovaya Karta" with increased cashback in Pyaterochka and Perekrestok Retail Chains | Alfa-Bank (Russia)
  • Best Co-branded Card | Bank – Telecom Operator
    Cobranded Debit Card Alfa-Bank & beeline “1-5-25” | Alfa-Bank (Russia)
  • The Best Cashback Program for Banking Products
    Loyalty program for entrepreneurs "Dengi Sverkhu" | Alfa-Bank (Russia)
  • Best Loyalty Program for Salary Clients
    The highest cashback, free cash withdrawals, transfers and information services: how "salary" clients live | Alfa-Bank (Russia)
  • Best Use of Social Media
    Project "SMM strategy for converting entertainment content into leads" | Gemotest (Russia)
  • Best Use of MarCom
    Project "A Special Approach to Email Marketing in Medicine" | Gemotest (Russia)
  • Best Use of CRM
    Loyalty program "Byt vmeste" | Gazprombank Mobile (Russia)
  • Best Use of CRM
    Loyalty program for pharmacy chains "36,6" & Gorzdrav powered by GlowByte (Russia)
  • Rewards Catalogue of the Year
    Loyalty program for entrepreneurs "Dengi Sverkhu" | Alfa-Bank (Russia)
  • Best Advertising Campaign for Loyalty Program Promotion
    Loyalty program for entrepreneurs "Dengi Sverkhu" | Alfa-Bank (Russia)
  • Best Marketing Campaign Implemented within the Loyalty Program
    Advertising campaign “Wheel of super cashback with Brickspacer bear” | Alfa-Bank (Russia)
  • Start of the Year
    Sberbank's "Favorite Small Business" Award for Entrepreneurs | SBER (Russia)
  • Loyalty Innovation of the Year
    Loyalty program for the Fast Payment System & "MIR" Cards Users | NSPK JSC (Russia)
  • Personalized Marketing Innovation of the Year
    Rubbles Customer Insight | Pharmacy Chain 36,6 & Rubbles (Russia)
  • Technology Leader of the Year
    Solution for the implementation of loyalty processing and gamification Accelera | beeline (Russia)
  • Gamification of the Year
    "CyberQuiz" game in the mobile app and on the website | beeline (Russia)
  • Gamification of the Year
    Mobile application game “Pack your suitcases” | Auchan (Russia)
  • Eco Project of the Year
    #selacares: caring for mothers, children and nature | SELA (Russia)
  • Platform for Connecting and Launching Promotions
    Loyalty program for legal entities | NSPK JSC (Russia)
  • International Loyalty Program of the Year (CEA)
    Unified loyalty program "Gemotest Bonus" for the Russian Federation and the CIS countries | Gemotest (Russia)
  • Best CX in Financial Sector
    Building a real super service through organizing additional investments in solving client service requests | Alfa-Bank (Russia)
  • Best CX in Telecom
    Project "Overall balance" | beeline (Russia)
  • Best CX in Food Retail
    Ecosystem-360 for customer experience improving | “Lenta” Retail chain (Russia)
  • Best CX in Non-Food Retail
    Wheel of Fortune game mechanics to support TV marketing activities | Flocktory (Russia)
  • Best CX in Transportation
    Customer Support Department | CDEK (Russia)
  • Best CX within Leisure & Entertainment
    The "Games" section in the mobile application | beeline (Russia)
  • Best Brand Customer Experience
    Built-in finances for partner integrations | Alfa-Bank (Russia)
  • Best Omni-channel CX
    Project "OMNI" | SELA (Russia)
  • Best User eXperience
    How to get a loan secured by real estate as easy as a consumer loan | Alfa-Bank (Russia)
  • Best CX Strategy
    Total Experience — automated customer and employee feedback measurements | Alfa-Bank (Russia)
  • Best Use of Customer Feedback and Insight
    An automated process for recording and processing service deviations at each point of contact between the client and the bank in real time — Alert VOC | Alfa-Bank (Russia)
  • Best Complaint Handling
    How to Increase Customer Loyalty and Company Revenue with the Help of a Contact Center | CDEK (Russia)
  • Best Use of Digital Technologies
    CDP Project | Gazprombank Autoleasing (Russia)
  • Personalization of the Year
    Alfa-Bank & Vkusno i Tochka: partnership with a focus on youth | Alfa-Bank (Russia)
  • Customer Journey Map of the Year
    CDP Project | Gazprombank Autoleasing (Russia)
  • The Best Contact Center for Accounting Services Support
    Customer Care Center. Prompt, high-quality, with care for our beloved clients | SberSolutions (Russia)
  • Contact Center of the Year
    Beeline Rapid Response Team for Fraud Prevention | beeline (Russia)
  • CRM/Loyalty/CX Solution of the Year
    Solution for the implementation of loyalty processing and gamification Accelera | beeline (Russia)
  • CRM/Loyalty/CX Vendor of the Year
    Solution for the implementation of loyalty processing and gamification Accelera | beeline (Russia)
  • Customer Service Leader
    Project "Make it in 30" | MegaFon (Russia)
  • CX Team of the Year
    Alfa-Bank (Russia)
  • Marketing Manager of the Year
    Mikhriniso NIGMATULLINA | Vista Print (USA)
  • Person of the Year in the Loyalty Marketing
    Diana VASNEVA | Alfa-Bank (Russia)
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