What retailloyalty does

Retail Loyalty (Ритейл Лоялти) is a Penza, Russia-based provider of turnkey gamified loyalty programs for regional retail chains, operating as an Individual Entrepreneur (ИП Комлев С.В.) within the international INKOM Group of Companies under CEO Sergey Komlev. Founded in 2016, the company designs and deploys end-to-end loyalty programs combining physical collectibles (AR-animated magnets, stickers, cards, or chips) with branded mobile applications and in-store promotional materials. Its core product portfolio comprises four programs — Magic Land, Vegetables Superheroes, Vegetables Superheroes BRAWL, and Tournament — each targeting children aged 4+ as the primary engagement audience to drive parental purchasing behavior, increase average receipt size, and lift store foot traffic. The company serves 41 retail chains across approximately 1,692 stores in 100+ cities spanning Russia and Kazakhstan, reporting an average 11% sales turnover growth across implementations versus a 3% benchmark for federal chain loyalty programs.

The company's technical stack centers on proprietary augmented reality applications for iOS and Android that animate collectible heroes via smartphone camera, supplemented by a centralized Control App for store decoration compliance monitoring and a Sponsored Merchandise module that enables third-party brands to participate in promos. Programs are bundled with complete POS material kits (floor stickers, ceiling flags, shelf stickers, promotional stands), cashier scripts, and media/content plans — all produced in-house. Performance outcomes cited include 43–58% customer engagement rates, sponsor-driven sales lifts of up to 506% per sponsored category, and a 21-million-plus cumulative engagement metric across the 2020 Vegetables Superheroes deployments.

Retail Loyalty operates a direct enterprise sales model with multi-year contracts and custom per-chain pricing scaled to store count and format (supermarket, discounter, or hypermarket). Geographic expansion is pursued through a representative/partner channel for new Russian regions and international markets, supported by dedicated sales representatives including international client coverage. Revenue is generated through loyalty program licensing/service fees and sponsored merchandise commissions, with no disclosed external funding, public listing, or institutional investment.

Name

retailloyalty

Legal name

ИП Комлев С.В. (Individual Entrepreneur Komlev S.V.)

Website

https://retailloyalty.pro

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Retail Loyalty designs turnkey gamified loyalty programs combining AR-animated collectibles and mobile apps for regional retail chains. The Penza-based company serves 41 chains across 1,692 stores in Russia and Kazakhstan, achieving an average 11% sales turnover growth.

Ownership category

akta.pro rank

Product category

Retail Loyalty Programs

akta.pro primary industry

Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI)

Keywords

• Gamified loyalty programs
• AR loyalty solutions
• Retail loyalty services
• Collectible promo programs
• Augmented reality marketing

Headquarters

HQ city

Penza

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Loyalty Program Licensing / Service Fees: Retail Loyalty designs, adapts, and supports gamified loyalty programs for regional retail chains. Revenue is generated by licensing ready-made or customized promo programs, including AR apps, POS materials, comics/stickers/magnets, cashier scripts, media/content plans, and ongoing account management. Programs are priced individually based on store count and scope.
2. Sponsored Merchandise Commission: Retail chains attract third-party brands (sponsors) whose products receive prominent shelf placement and additional prize eligibility in loyalty promos. Sponsors pay retailers for participation, with Retail Loyalty facilitating and managing these arrangements. In some cases, sponsor participation has covered up to 30% of the promo cost before its start.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Retail Loyalty designs, produces, and delivers turnkey gamified collectible loyalty programs for regional retail chains, combining physical collectibles (AR-animated magnets, stickers, cards, game chips) with branded comic strips, full in-house POS materials, and proprietary augmented reality mobile applications. The firm adapts each program to a single region's store format and runs ongoing account management, cashier scripts, and media/content plans, with sponsorship facilitation to offset retailer costs.

Product overview

Retail Loyalty develops and delivers gamified collectible loyalty programs for regional retail store chains. The product portfolio centers on four core loyalty programs — Magic Land, Vegetables Superheroes, Vegetables Superheroes BRAWL, and Tournament — each combining physical collectibles (AR-animated magnets or stickers/cards) with a free companion mobile app featuring augmented reality animation and branded games. Programs are offered as 'in-box' (ready-made) solutions that Retail Loyalty adapts to each retailer's format, geography, and branding. The offering includes full-cycle marketing support: POS material design and production, cashier scripts, media/content plans for social media, store decoration control via a proprietary Control App, and a Sponsored Merchandise module. The Magic Land program uses AR-animated magnets with 20 heroes across 4 collections; Vegetables Superheroes uses AR-animated stickers with 15 vegetable superhero characters embedded in comic strips and a 90-level game; Tournament uses collectible cards with a player rating system; Vegetables Superheroes BRAWL uses game chips in an album format. All programs target children as the primary audience to drive parental purchasing behavior and increase average receipt and store traffic.

Differentiator

Problem solved

Functional benefit

Brands

• Magic Land: Collectible loyalty program with augmented reality magnets featuring 20 animated heroes in gold, silver, bronze, and diamond collections
• Vegetables Superheroes
• Vegetables Superheroes BRAWL
• Tournament
• Magic Land App
• Vegetables Superheroes App

Products and services

• Magic Land Collectible gamified loyalty program featuring AR-animated magnets with 20 colorful hero characters across four collections (Gold, Silver, Bronze, Diamond). Customers receive magnets at checkout for purchases over a threshold and animate them using a free mobile app; some gold/silver heroes include additional games. The program is sold to regional retail chains (supermarkets, discounters, hypermarkets) and designed to increase average receipt and store traffic.
• Vegetables Superheroes Gamified collectible loyalty program featuring 15 animated superhero characters (vegetable-themed) fighting the Megavirus villain. Includes branded comic strips where children paste stickers, an AR-enabled free mobile app, and a 90-level '3 in a row' game. Target audience is children aged 4+ and their parents, with the goal of increasing store traffic and average receipt for regional retail chains.
• Vegetables Superheroes BRAWL Collectible loyalty program featuring game chips with hero and villain characters, collected in a branded 'Champion's Cup' album. Includes an entry set with 3 flowpack chips and a sticker pack, and participation in valuable prize drawings. Sold to regional retail chains as a follow-on mechanic in the Vegetables Superheroes universe.
• Tournament Gamified loyalty program where buyers receive cards for every 500₽ purchase, animate characters in a companion app, and compete in rating matches against other players. Features 18 characters from three elements (Water, Fire, Earth) across ordinary, epic, and legendary rarity tiers, with character enhancement cards and a rating system. Sold to regional retail chains seeking a competitive online element.

Quantifiable outcome

• Average sales turnover growth of 11% across implementations
• +7 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• KaravancoreStrategic or Co-development Partner · 1 January 2019Karavan (95 stores, Penza, Russia) partnered with Retail Loyalty for both Magic Land and Vegetables Superheroes loyalty programs. Karavan provided retail infrastructure and POS placement; Retail Loyalty delivered complete program packages including AR apps, POS materials, and support. The partnership produced 43% engagement and 8% sales growth for Magic Land, and 58% engagement for Vegetables Superheroes.
• UdachacoreStrategic or Co-development Partner · 1 January 2019Udacha (53 stores, Irkutsk, Siberia) implemented the Magic Land program across 21 stores with full support from Retail Loyalty. The partnership achieved 10% average receipt growth and 10% sales turnover growth, demonstrating strong results in a remote geographic region.
• Podsolnukh (Norilsk Trade and Production Association)coreStrategic or Co-development Partner · 1 January 2019Podsolnukh (12 stores, Norilsk) conducted Magic Land in a geographically isolated region with challenging logistics. Partnership achieved 6.7% average receipt growth and 8% transaction count increase, with magicians distributed two weeks ahead of schedule.
• 12 Sponsored Brands (Merchandise Sponsors)coreGTM or Marketing Partner · 1 January 2019Twelve third-party brands participated as sponsors in the Vegetables Superheroes program at Karavan. Sponsors received prominent shelf placement, branded price tags, and catalog inclusion. Sponsors paid for participation, recouping 30% of the promo cost before the program started and achieving sales growth ranging from 5% to 1,000%.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• LoyaltyLion: LoyaltyLion provides a loyalty platform for ecommerce brands with points, tiers, and rewards mechanics. It is comparable to Retail Loyalty as a turnkey B2B loyalty program provider targeting mid-market retailers with branded engagement features.
• Smile.io: Smile.io is a leading loyalty rewards platform for ecommerce and omnichannel retailers, offering points, referral, and VIP programs. Both Retail Loyalty and Smile.io enable mid-market retailers to launch branded loyalty programs without in-house development, with comparable B2B SaaS-style delivery.
• Annex Cloud: Annex Cloud is a customer loyalty, referral, and user-generated content platform for enterprise and mid-market brands. It overlaps with Retail Loyalty in delivering full-stack loyalty program infrastructure to multi-store retailers.
• Punchh: Punchh (now Par Punchh) is a digital loyalty and engagement platform for restaurant and retail chains. Both companies sell mobile-first loyalty programs to multi-location chains with proprietary branded mechanics and analytics.
• Antavo: Antavo is an enterprise loyalty cloud platform serving global retail, fashion, and beauty brands. Both Retail Loyalty and Antavo deliver API-driven, branded loyalty mechanics to mid/large retailers with an emphasis on gamified engagement.

Emerging players

• Kobie Marketing: Kobie Marketing is a loyalty marketing agency and technology provider running loyalty programs for global brands. It overlaps with Retail Loyalty in delivering outsourced program design and execution for retail chains.
• SessionM: SessionM (a Mastercard company) provides a customer engagement and loyalty platform for retail and consumer brands. Both it and Retail Loyalty enable loyalty program deployment with branded mechanics and campaign management.

Broad incumbents

• Yotpo: Yotpo is a B2B marketing platform offering loyalty, reviews, SMS marketing and UGC tools to ecommerce and retail brands. While broader than Retail Loyalty, both sell turnkey customer-loyalty solutions to mid-market retailers and operate on per-customer subscription/usage models.

Others

• Magnetize (formerly Belly): Belly, rebranded as Magnetize, is a digital loyalty platform for small and mid-sized businesses. Comparable as another B2B loyalty platform enabling multi-location merchants to run branded customer-engagement programs.

Regional players

• Thanx: Thanx is a restaurant and retail loyalty platform focused on capturing first-party purchase data and driving repeat visits. While geographically focused on North America, its mid-market retail loyalty offering aligns with Retail Loyalty's value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/retailloyaltypro

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about retailloyalty