Fayno Market:
Research & diagnosis.
Fayno Market is a Central-Ukrainian chain of neighbourhood stores with a strong operating model and a recognisable brand. The company is actively scaling and adopting modern digital solutions.
- Client
- Fayno Market
- Service
- Discovery & Diagnosis strategic sprint
- Year
- 2025
The brief
Diagnose the marketing function through a “strategic lens”:
- Surface potential gaps between the current state (as-is) and the business ambition (to-be).
- Find new growth drivers.
- Strengthen marketing as the chain's competitive advantage.
In 4 weeks the B-RIL team:
Ran a marketing-function diagnosis and process audit
- Stakeholder interviews: sessions with the chain's owner and top management to align on goals.
- Marketing Health Check: a maturity assessment across data, processes, team, loyalty and brand strength.
- Systems audit: a review of CRM, analytics, the mobile app and the website.
Worked with data and analytics
- Analysis of the loyalty, activation, upsell and reactivation funnels.
- Segmentation and LTV: customer-behaviour research across loyalty-programme tiers.
- Delivered lectures and hands-on modules on integrating AI into marketing processes and applying neuromarketing.
Outcomes & solutions
Fayno Market received from B-RIL a concentrate of recommendations and practical artefacts to transform its marketing:
- Shift to CVM (Customer Value Management): a move from a simple “bonus” programme to managing customer value — potentially 3–4%+ incremental revenue.
- A proposed org-structure update: a model with new strategic roles to strengthen the team's autonomy.
- A digital-change roadmap: a clear sequence of steps in the digital direction to reach the desired result.
- Service design: a recommendation to implement CX for a cohesive customer experience, plus a curated pool of partners.
We thought growth required complex strategies and revolutionary moves. The Discovery sprint helped us focus on something else: the greatest value often comes from systematic work on the basics — the things that are easy to underrate in day-to-day operations. Audits like this are exactly what you need to stop, look from the outside and structurally find the important ideas that truly change the customer experience.
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