Haris Arnautović, Head of the Marketing Department at Konzum d.o.o. Sarajevo, presented a very interesting topic titled “Loyalty (Does Not) Exist?!” at the recently concluded 11th Sarajevo Marketing Summit. Last year’s Marketing Superstar award winner, on this occasion, spoke about a significant marketing phenomenon in our market, which are children’s loyalty programs that Konzum and Mercator brought to the market as an exclusive offering and have successfully implemented for several years. Thanks to the loyalty and trust of customers, from 2019 to 2024, more than 700,000 plush toys were distributed through children’s loyalty programs in the Bosnian market. Significant funds from sales were directed to charitable causes.
Additionally, the Pika Card is the first and largest loyalty program, bringing club members additional savings and numerous benefits. This year, the Pika Card underwent a process of transformation and remodeling, including the launch of a mobile app. This was accompanied by a successful media campaign, and in a short period, the number of users of the Pika Card app exceeded 30,000.
Loyalty programs were the reason for the conversation with Haris. Everything aligned: the “Zvjerići 2” program, which is in full swing and achieving excellent results, the new phase of the Pika Card’s development, and the topic “Loyalty (Does Not) Exist?!” at the Marketing Summit. All that remained was to weave it into a meaningful story and be among the first to learn about the current results.
MM: At the recently concluded Marketing Summit in Sarajevo, you gave a well-received presentation titled “Loyalty (Doesn’t) Exist?!”. What did you talk about?
Haris Arnautović: It was a pleasure to share my experience in managing loyalty programs in our market at the 11th Marketing Summit, using the example of two types of programs – children’s loyalty programs and our systemic loyalty program, the Pika Card. I took the opportunity to present the growth results of children’s loyalty programs year after year, measured in all the parameters we track. On the other hand, the example of the first loyalty program in our market, the Pika Card, which this year underwent a process of transformation and remodeling, with the introduction of a mobile app, has achieved remarkable results in a very short time, which we are very proud of. We have recorded a 25% increase in the number of different Pika Cards, a 35% increase in sales with the Pika Card, and a 45% increase in the number of transactions or purchases with the Pika Card. Loyalty programs have been very well received by our customers, offering them many benefits and opportunities for significant savings, and I can say that we are happy to be able to offer customers in our market programs that keep pace with retail industry trends year after year.
MM: The “Zvjerići 2″are back and “breaking records.” Based on the information available to you, how would you assess “Zvjerići 2” compared to last year’s project?
Haris Arnautović: “Zvjerići 2” is achieving extraordinary results, which we are extremely proud of, and we expect that by the end of the program, it will retain better results than last year’s program. We take a step forward each year, and I’m happy because our customers love our loyalty programs, especially for the joy they bring to children. This year again, shortly after the program began, collecting stickers became a priority when shopping, as customers wanted to take advantage of the opportunity to collect enough stickers to get plush toys at a great price. I would like to emphasize that this program stands out not only because it increases customer engagement but also because of its educational mission. Through the “Zvjerići 2” program, we wanted to further encourage awareness of the importance of spending time outdoors, in nature, and introducing children to animal species from our environment. Many parents praised the initiative, and children are learning these important lessons through play and interaction with the Zvjerići.
MM: What is actually the goal of this project? Is it to increase sales, enhance customer loyalty, or nurture a new generation of customers from an early age?
Haris Arnautović: The goals of the “Zvjerići 2” program are multifaceted. Beyond the business aspects, the key focus of this project is to build a long-term connection with our customers from their earliest years. We believe that education through play can play a significant role in shaping children’s awareness, and “Zvjerići” is a perfect example of such an initiative. Through this campaign, we aim not only to attract customers to visit our retail stores regularly but also to encourage children, through everyday activities like shopping, to adopt positive and educational habits. Additionally, programs like “Zvjerići” have a strong socially responsible aspect. Each season of the loyalty program brings tangible benefits to the community, whether through donations, raising awareness of important issues, or educating customers on key social topics.
MM: Konzum is already known for its loyalty programs. What season is this in a row?
Haris Arnautović: Konzum is a pioneer when it comes to implementing children’s loyalty programs in Bosnia and Herzegovina. Our first children’s program, Štrumpforija was launched in 2013, and since then, we have completed a total of ten seasons of children’s loyalty programs. I believe that many of our customers fondly remember Nikiforije, Frozen i Star Wars, Spužva Bob, while younger generations recall the Zdravoljubaca, Zumića i Morsovaca. Over the years, these programs have proven to be extremely successful, both in terms of business results and in building long-term relationships with customers. Each season brings something new and exciting, whether it’s new toys, educational content, or additional customer benefits, so I can rightfully say that loyalty programs have become a signature feature of Konzum and Mercator, and their popularity among children and their parents grows every year.
MM: A year ago, after the first “Little Beasts” campaign, you made a donation of 12,707 KM to the Association ‘Heart for Children with Cancer.’ Do you plan to do something similar this year?
Haris Arnautović: Yes, for several years now, we have been making donations to the Association “Heart for Children with Cancer” and in this way providing continuous support for their noble mission. After last year’s very successful program, we donated 12,707 KM to this Association. The funds are raised by allocating financial resources from the sale of each plush toy, so it is a joint contribution from our customers, to whom I extend my special thanks. According to current indicators, this year’s donation will certainly exceed 10,000 KM. We believe it is important not only to reward our customers through loyalty programs but also to actively contribute to the community in which we operate, and supporting children battling serious illnesses is our primary commitment.
MM: Besides the children’s loyalty programs you run successfully, this year you also made a significant step forward with the Pika Card loyalty program?
Haris Arnautović: The Pika Card, as a systematic loyalty program, plays a key role in our strategy for rewarding customers and building their long-term loyalty. This year, we worked on remodeling and transforming this program and introduced numerous new benefits for customers, as well as a mobile application that already has more than 30,000 registered users. At the same time, we launched a successful image and sales-oriented marketing campaign featuring actor Zenit Đozić, the good spirit of bonuses, who helps customers earn as many bonuses as possible during their shopping and thus save. The results of the Pika Card show excellent customer engagement, which, just a few months after the remodeling and the launch of the mobile application, exceeded our estimates and expectations, making us especially happy.
MM: Do you plan any new actions that will delight customers in Konzum and Mercator stores? Haris Arnautović: We always strive to surprise our customers with new actions and projects that bring freshness to their shopping experience. Our team continuously works on developing new marketing initiatives that will bring added value to our customers, whether through new loyalty programs, special marketing projects, or special promotions. One innovative and exciting project will be launched by the end of this year, which I believe will attract the attention of our customers. We continue to develop a business concept that will maintain a high level of customer trust and satisfaction, and I believe that through future projects, we will offer further refreshment and enhancement of the shopping experience in our retail stores.
Interview by: Ekrem Dupanović
