Launched a super-coalition rewards programme enrolling over 4M+ members across 2,500 stores & restaurants in HK
Challenge
With yuu Rewards, DFI Retail Group's objective was to create the largest and most comprehensive loyalty programme ever seen in Hong Kong and Macau. To achieve this, every aspect of the programme was developed with a focus on engagement and standing out from existing loyalty programmes.
The yuu programme is a coalition of partners spanning overs 2,000 shops, restaurants, and brands. The difficulty for a programme of this breadth and complexity is being able to seamlessly link together both services and rewards in a way that’s compelling to customers.
Solutions
To match the mobile-first tendencies of Hong Kong shoppers, the yuu programme was built around a super app, that consolidates the offerings from the thousands of participating partners.
In order to ensure an engaging user experience, the yuu super app was designed with a simple interface and easy navigation, featuring an Instagram-style display for convenient offer browsing. To give a more seamless user experience, the app and customer journeys were integrated with the most popular platforms in the region, including iOS, Android, and WeChat. Member account security was prioritised through features like separate identity management and two-factor authentication.
Results
The yuu super app was launched with fanfare in 2020, quickly experiencing rapid growth and becoming one of the top-ranking apps in Hong Kong app stores.
yuu Rewards reached over two million Members within eight weeks of launch
99%
Brand Awareness
90%
of all members are app registered
3rd
in Global Best Brand Rankings
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
TONY BUFFIN
MONICA LE
RICHARD CAMPBELL
TONY BUFFIN
Tony brings with him a track record of building, transforming and growing businesses in multiple sectors for both private and public shareholders, including FTSE 100 and ASX 20 listed companies.
Tony spearheaded the revitalization of Holland & Barrett International, a leading UK-based multichannel retailer, and previously served as COO of Travis Perkins PLC where he oversaw the successful transformations in its trade businesses and the international expansion of Tool station.
Tony, former CFO of Coles Group Australia, played a key role in executing a successful turnaround in global retail. Whilst there, he was instrumental in building the company's financial services, data, and online businesses. Previously, Tony was CEO of Loyalty Management Group, an international marketing services and analytics business.
MONICA LE
Monica is a Certified Loyalty Marketing Professional (CLMP ᵀᴹ) with more than 18 years of experience in the strategy and application of CRM...
Monica is a Certified Loyalty Marketing Professional (CLMP ᵀᴹ) with more than 18 years of experience in the strategy and application of CRM, loyalty, customer experience, consumer insight, digital product design, personalised marketing practices and data analysis. She has focussed primarily on shaping customer behaviour within both consulting environment & global retail.
Monica has an outstanding record of revenue generation and client service through the design & implementation of next generation CRM & loyalty strategies that are actionable, measurable and contribute directly to financial performance.
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.
