The digital platform for shoppers in Hong Kong, Greater China & Macau
Business challenge
To create an easy-to-use and wholly compelling mobile App that would engage the nation and drive incremental spend.
The design, build and delivery of the yuu App was pivotal to the planning of yuu. As was our ability to successfully work alongside the client team to create a digital-first, unique, simple, and otherwise engaging user experience.
The vision was for an easy-to-use mobile App that was intuitive, robust and would allow the demographically diverse base membership to unlock the full range of benefits offered by the programme.
The solution
The plan was to make it simple and straightforward for every user. This demanded a robust, scalable and fully integrated technology design. The team designed the App, customer journeys, and technology integrations to ensure the customer experience was simple and seamless. All programme features and functions were delivered across iOS, Android and WeChat platforms.
A large Instagram-style display was chosen for simplicity, allowing users to see and browse offers easily and quickly. When in-store, Members are able to filter through to the retailer of their choice via the immediacy of a ‘browse offers’ function. This was specifically designed as a key feature and to be within thumb reach, allowing for one-handed App navigation whilst shopping and paying.
Security is always key when collecting customer data. Additional features were employed to ensure Member accounts remain always secure. These included separate identity management and two-factor authentication.
Responsiveness was a major design feature, ensuring the ability to act and respond to Member behaviour in real-time, further reinforcing programme benefits. As part of the architecture, the programme brought together over 50 different systems, ensuring all purchases were followed by immediate push Member notifications.
Results
The outcome was a scalable platform able to manage rapid increases in volumes and maintain usability. yuu Rewards hit two million+ Members within eight weeks of launch, with the 2021 roadmap allowing for regular functionality updates, all designed to increase Member engagement.
Lead partners and consultants:
Gerard Whelan
Mark Sage
Julie Scarth
“The yuu App was developed, built, tested and launched thanks to an outstanding joint effort between the Tecsa and in-house Dairy Farm teams. The launch of yuu has been a huge success and having a robust App at the core of the programme was vital.”
The number of Members that signed up to yuu in the opening eight weeks.
