MALINA upgrades to Oracle Siebel CRM on Exadata


Moscow. Loyalty Partners Vostok (LPV, the managing company for the MALINA customer loyalty program), Jet Infosystems and Oracle representative office inform that an Oracle Siebel CRM customer loyalty management system operating on Oracle Exadata has been put in full operation. The newly revamped loyalty program provides a better customer experience. This innovative project was implemented by Loyalty Partners Vostok in cooperation with Jet Infosystems.

The system supports the accrual and debiting of MALINA reward points, rewards ordering, promotions management and communication with over a million customers an hour via text and email.

MALINA is a major coalition loyalty program covering over 25 leading brands. All its core operations heavily depend on IT. The program receives and processes more than a million transactions a day from 2,900 points of sale operated by its partners. Over 2 billion transactions are recorded in MALINA databases, and over 6.5 million loyalty cards have been issued to date. Annual sales involving MALINA cards in 2012 exceeded 1.5 billion dollars.

With growing member ranks and expanding range of transactions MALINA was in need of a major upgrade to its management system to make it more flexible, scalable and capable of dealing with additional loyalty programs.

After a review of enterprise CRM solutions LPV chose Oracle Siebel CRM. The contract was awarded to Infosystems Jet, LPV’s trusted collaborator and a holder of Oracle Platinum Partner status.

During the CRM setup and hardware installation, data were migrated from the existing system to Oracle Siebel database on Oracle Exadata. At the next stage promo policies, i.e. over 200 unique algorithms developed by LPV over the past 5 years, were set up [1]. This was followed by tests involving a comparison of award points accrued and debited in identical transactions under both systems. Once the discrepancy in results dropped to 0,1%, the new system was put in full operation.

Oracle Siebel on Exadata has dramatically speeded up transaction processing: for instance, it can place up to 300 reward orders a second.

“This landmark project has brought a fundamentally new concept of customer loyalty management to the Russian market. We have already moved to its next stage that will expand Oracle Siebel CRM capacity by adding, for example, the terminal management function,” sums up Mikhail Burmagin, deputy director of applied financial systems at Jet Infosystems.

Denis Kruchinin, operations manager, LPV: “A major stage of Oracle Siebel CRM deployment is over. Our colleagues from Jet Infosystems have handled this difficult transition without any noticeable impact on MALINA partners and members. Our expectations are fully met. The current system is ready to accommodate several times as much as the current workload, which is consistent with MALINA’s growth prospects. Moreover, LPV has started managing another loyalty program – and we are certainly planning to outsource IT support for such programs in the future.”

“We welcome MALINA expansion and we are happy that its numerous partners can already appreciate the benefits of Oracle Siebel on Exadata. The project once again demonstrates the advantages of this breakthrough platform including excellent service at any stage and at any point of communication, – notes Elena Mironova, director of Business Applications department at Oracle Russia. – Oracle consistently invests in innovation and stands ready to support MALINA’s development with new products.”

Loyalty Partners Vostok

MALINA, the largest Russian customer loyalty program, is operated by Loyalty Partners Vostok, which also deals with the development, management and support of similar programs. The company was founded in 2005. In 2013 Loyalty Partners Vostok started a move to a new Oracle Siebel CRM platform.


MALINA covers companies such as the mobile operator Beeline, the 36.6 pharmacy chain, BP gas stations, the Rosinter restaurant chain, Raiffeisen Bank and others. Of late, it has incorporated major online retailers such as the Platypus supermarket and the Ozone store.

In June 2013 MALINA was launched in seven regions of Greece under the MyLoyalCard brand. Currently, it operates offices in Moscow and St. Petersburg.

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MALINA is a registered trademark. Oracle and Java are registered trademarks of Oracle and/or its affiliates. Other names may be trademarks of registered owners.

[1] Promotion policies are the rules for reward points accrual.