Hopi is the mobile shopping platform of Turkey launched in April 2015 with 75 member merchants and over 4 million users as of November 2016. Hopi introduced a new mega rewards system called 'Paracik'(coins); through which Hopi customers earn Paracik (coins) for all purchases at any merchant with targeted campaigns. 1 Paracik equals to TRY 1. Merchants also make offers to boost customers Paracik (coins) to encourage them to redeem at their stores. Paracik earned at a specific member merchant can be spent at any other merchant and may be worth double, triple, x5, x10 and even more. For example; Hopi customers may buy a purse and earn 30 Paracik, and triple it to buy a bag without paying additional money. So what differentiates Hopi's business model from its worldwide competitors is “unproportional gain" offered not only to its customers but also to its merchants.
Simple, neat and clean user interface, intuitive and easy to understand design and carefully selected typography to increase readability makes the customer journey user friendly and simple.
To enjoy Hopi campaigns, all you need to do is to show this QR code at the store and get rewarded. Hopi, with its integrations to various cashier systems, provides a seamless loyalty service making it possible to collect coins (Paracik ) and use them cross-brand.
Hopi is one of the best practices of creating a new business model based on big data and CRM technologies. Hopi knows customers' preferences, shopping habits, even the number of children they have, the town their parents live, the activities they do in leisure times etc. This enables Hopi to offer a personalized experience with customized campaigns designed for identified micro and macro segments based on customers' lifestyle and preferences through their transactions, without asking any questions. Hopi also uses ibeacons and real-time campaign notifications. So member merchants of Hopi can reach a relevant group of customer through targeted campaigns and they are willing to offer or boost Paracik (coins) in return. The offers of Hopi to customers mean also new customer acquisition, increased wallet share and reduced churn for Hopi's member merchants.
Hopi was designed and developed by Boyner Group, one of the largest retail group of Turkey with 16,5 million unique customers and inherited the excellence of the group in using big data and CRM technologies.
How Hopi Leverages Big Data
Data science is the heart of Hopi to enhance a rich and customized reach to its each customer. Mass amount of data collected from online and offline sources about each customer and data science team works on utilizing this data in an insightful manner to be used in identifying shopping behaviors, motivations and needs of each customer on the path of acquisition, retention and growth models.
Hopi CRM platform utilizes Hopi and Boyner Grup customer databases which consist of 16 million customers and offers a Holistic CRM Approach to its merchants as well. Hopi uses customers' macro location information detected via geohash technology as well as micro-location information retrieved through over 5.000 ibeacons which are installed in merchants' stores. All these data gathered from different sources are processed by EVAM - which is a complex event processing system. The customers targeted by EVAM are reached through different channels like text messages, push notification and in-app messages. There are over 700 real-time campaign scenarios running on EVAM system to send the most relevant campaign message to different segments of customers.
Hopi by numbers
• Total Paracik gained and used worth of $ 68m
• The total number of transactions with Hopi is more than 10.3m
• The total amount of transactions with Hopi is more than $ 800m
• 300.000 members look at Hopi each day
• 50.000 members go shopping with Hopi each day
• Hopi member merchants - 20% increase in traffic & 30% increase in their revenue