Gratis boosts basket revenue by 35% and grows to 3.5M active loyalty members

0

Increase in basket size revenues

0

Increase in number of products in basket

0

Active Members

At a glance

Gratis partnered with Extra360 to move beyond discount-led promotions and build a scalable loyalty ecosystem. By unifying customer data and enabling personalized campaigns at scale, Gratis turned everyday transactions into measurable growth in revenue, engagement, and retention.

Products

  • Promo Engine
    Automates personalized campaigns across every channel — from nationwide promotions to micro-segment offers.

  • Intelligence Suite
    Turns 128M+ transactions into real-time insights for growth and retention.

awards

Stevie® Award Winner (2016)

  • Demand Generation Program of the Year
  • Best Use of Technology in Sales
  • Innovation in Sales 
Industry
  • Beauty & Personal Care Retail
Book a demo

Overview

Gratis is one of Turkey’s largest and fastest-growing beauty and personal care retailers, with more than 650 stores nationwide. Its portfolio spans cosmetics, skincare, hair care, and personal care, with a strong emphasis on private label and exclusive brands.

Serving a highly promotion-driven customer base, Gratis sought to build more sustainable loyalty beyond discounts. With millions of transactions flowing daily across POS, SAP, mobile, call centers, and digital platforms, the company needed a scalable technology partner capable of unifying data and delivering precision marketing at enterprise scale.

Challenge

Gratis’s leadership identified three strategic barriers to sustainable growth:

  • Overreliance on Discounts
    Promotions were driving traffic in the short term but eroding margins and failing to nurture long-term loyalty.

  • Disconnected Customer Touchpoints
    Interactions across POS, SAP, call center, mobile app, and digital channels were fragmented, making it difficult to see the full customer journey or act on insights in real time.

  • Limited Personalization
    National campaigns treated millions of customers the same, leaving significant value on the table by not tailoring offers to different segments and behaviors.

To remain competitive in a crowded retail market, Gratis needed more than incremental fixes. The leadership team sought a partner capable of transforming transactional promotions into a loyalty ecosystem — one built on personalized engagement, unified data, and measurable profitability.

Solutions

In partnership with Extra360, Gratis launched the Gratis Loyalty Program, powered by:

  • Promo Engine: Automating campaign execution across SMS, email, and in-app channels. Enabled 2,000+ micro- and macro-campaigns within 24 months.

  • Business Intelligence Suite: Consolidating 128M+ transactions into a unified view. Delivered SKU-, segment-, and location-level insights for real-time decision-making.

  • Omni-Channel Integration: Seamless connectivity with POS/ECR, SAP, call center, reporting systems, and mobile platforms.

This end-to-end solution enabled Gratis to move beyond blanket promotions, rewarding customers through personalized campaigns, loyalty rewards, and behavior-based engagement.

Results & Impact

The transformation delivered measurable impact at national scale:

Customer Acquisition & Engagement

  • 3.5M active loyalty members within two years — representing 10% of Turkey’s female shopper population.

  • 25%+ campaign response rates, far above retail benchmarks.

  • 99.98% opt-in to communications (only 0.015% opted out), reflecting exceptional acceptance.

Revenue Growth

  • 35% increase in average basket revenue.

  • 25%+ increase in products per basket.

  • 50%+ bonus redemption ratio, showing customers perceive real value with every visit.

Operational Scale & Risk Management

  • 128M+ transactions analyzed across channels, powering 2,000+ targeted campaigns.

  • 100+ fraud-prevention scenarios deployed, reducing risk and safeguarding customer trust.

Ecosystem Impact

  • Developed co-marketing programs with global suppliers like Procter & Gamble and Unilever, unlocking incremental revenue streams.

  • Built cross-retail partnerships with non-competing brands, expanding rewards beyond Gratis and increasing cardholder stickiness.

Recognition

  • Won three Stevie® Awards (2016), including Demand Generation Program of the Year and Best Use of Technology in Sales.

Why It Matters

  • By integrating Extra360’s Promo Engine and Intelligence Suite, Gratis built a defensible competitive advantage in one of retail’s most promotion-driven categories.
  • The loyalty program increased spend per visit, improved margin efficiency, and delivered measurable top-line growth.

  • Gratis shifted from broad discounting to precision marketing, unlocking higher ROI and deeper customer loyalty.

Book a Demo