Designed and built a loyalty super app for shoppers in Hong Kong, Macau and Singapore
Challenge
DFI Retail wanted to create a single customer engagement programme that unified all their whole portfolio of businesses across multiple sectors including Health & Beauty, Grocery, Convenience, Home Furnishing, F&B, Finance.
To truly make the programme customer-centric, they planned to broaden its scope by including thousands of local retail and service partners, providing customers with greater benefits and more redemption options.
These types of programmes are challenging as they require significant investment of resources and coordination between coalition partners, as well as a backbone of advanced data-science.
Solution
Tecsa created a CRM ecosystem that could handle 10M+ weekly transactions, issue points, and handle redemptions whilst keeping customers engaged. A data lake was created, enabling coherent programme and retail analytics as well as relevant and timely communications to all customers.
Tecsa ensured operational readiness by reviewing and providing support, determining all SLAs with multiple suppliers, and establishing a clear governance framework. For marketing, Tecsa developed a fully integrated launch plan across all customer channels to ensure a successful launch.
Tecsa also helped forging and facilitating partnerships with local retailers and businesses, such as one of Hong Kong’s largest banks, Hang Seng.
Results
In July 2020, the yuu programme launched in Hong Kong, and became the biggest new brand launch ever witnessed in the territory, recording 2 million sign-ups in 10 days
In just 18 months, Tecsa helped DFI launch the most comprehensive and technologically advanced loyalty programme ever seen in Hong Kong.
Data showed that the name 'yuu' was recognised by 95% of the population within six weeks of launch. As a result, DFI experienced growth in sales, customer engagement, and key retail value drivers that exceeded expectations
41%
top of mind awareness
16M+
top of mind awareness
15X
more social engagement and 10k+ original social discussions
Consultants & Partners Involved In This Case
At Tecsa, we carefully select the best talent from our diverse team of global experts to match the unique complexity and challenges of each project
JONATHAN BOLDEN
JULIE SCARTH
RICHARD CAMPBELL
JONATHAN BOLDEN
Jonathan has global experience in building strategies for the successful delivery of Loyalty programmes, using data to drive proposition innovation, CRM and customer...
Jonathan has global experience in building strategies for the successful delivery of Loyalty programmes, using data to drive proposition innovation, CRM and customer communication strategies and retail analytics.
Jonathan has worked across retail, CPG, leisure and B2B. After an early career in travel & leisure operations in Africa and the UK, Jonathan worked in a number of roles at Aimia, Sony and Motivano.
Prior to joining Tecsa, Jonathan was global lead of customer loyalty solutions at AS Watson for eight years providing platforms and teams to operate in all 32 markets across Asia and Europe. His role at AS Watson covered group loyalty strategy, operational delivery, CRM and retail analytics.
JULIE SCARTH
Julie is an experienced leader in effecting digital transformation, designing customer support models, and ensuring ‘back of house’ excellence in customer relationship management. ...
Julie is an experienced leader in effecting digital transformation, designing customer support models, and ensuring ‘back of house’ excellence in customer relationship management.
Julie has run numerous complex digital projects, supporting businesses across three continents and in multiple sectors, delivering structured customer communications and support programmes that drive business growth.
After an early career in financial services, Julie was a Director at Carlson, responsible for Client Services, Customer Insights and Marketing.
Prior to joining Tecsa, Julie worked at Aimia and Virgin Atlantic running business process re-engineering, operational delivery, call centre, customer services and project management teams.
RICHARD CAMPBELL
Richard is a marketing expert with a proven track record in creating and launching successful customer-focused brands and engagement programmes.
After an early...
Richard is a marketing expert with a proven track record in creating and launching successful customer-focused brands and engagement programmes.
After an early career in agencies and consultancies, Richard then held senior client roles at Arcadia, the UK Retail Group, where he ran multiple award-winning brand and product launches.
Richard joined Nectar as CMO from start-up and guided the brand through five years of consistent growth. Richard has broad technical understanding of advertising, brand development, consumer PR, corporate communications, CRM, e-commerce, analytics, and customer insight.
Prior to Tecsa, Richard set up customer engagement programmes in the UK, Europe and USA in multiple sectors including financial services, healthcare, gaming, nursery and FMCG.
