Even if you are not a member, you must have heard of yuu Rewards Club before. The catchy tune of Uptown Girl has been playing all around the televisions and supermarkets since the largest loyalty program was launched in July 2020. Loyalty programs have started to be carried out by different enterprises a long time ago, but what makes yuu Reward Club stood out and became the talk of the town? Here are a few reasons explaining why.
Wide Variety of Brands and Customer Base
We all know that Dairy Farm is one of the largest retail groups in Hong Kong. Brands like 7-Eleven, Wellcome, Ikea, Mannings, and so on are under Dairy Farm. With so many retail types, from convenience stores to furnishing retailers, Dairy Farm is able to provide a wide variety of rewards to the customers via yuu Rewards Club. The seamless integration with the brands’ enterprise systems enables them to manage all aspects of the business of different brands and customer relationships from their owned channel to maximum profitability and enterprise expansion. In other words, the members of yuu Rewards Club may claim points from different brands, rather than just one brand. You can easily find a store that partnered with yuu Rewards Club when you walk on the street since the coverage is very wide. That is the reason why a lot of people are attracted to download the application, as it is convenient and usable in a lot of places.
Some reward partners of yuu withdrew their original loyalty programs and participated in the joint-brands rewards club when the application was launched. Such brands as Mannings and Wellcome merged their loyalty program into yuu Rewards Club, and to prevent the loss of original members because of the platform change, yuu Rewards Club provided additional points for those who register an account within the first few weeks of its launching. What could be more attractive? The registration of this one-stop reward-based application is free of charge, all you need to be is over 18 years old. After so many years since its establishment, Dairy Farm acquired more than enough existing customers who can be persuaded to become yuu members. Having more partnered companies such as Maxims and Livi Bank is a living proof that yuu is expanding and becoming more and more spectacular.
Attractive and Attainable Rewards
As mentioned, Dairy Farm is capable of providing a wide range of rewards to the yuu members. The user-friendly CRM provides a flexible membership management and creates personalized promotions to enhance customer engagement according to the real-time data analytics. The standard and default way for a member to claim rewards is to acquire points and redeem the corresponding QR code on the application, so simple that a child could also do that. However, even though 1 point earned is equivalent to 1 dollar spent, it is still difficult for a member to redeem a 2000 points reward, $2000 needs to be spent in other words. To keep the desire of the members to continue using yuu Rewards Club, Hang Seng Bank and Dairy Farm joined hands and provide 3X yuu points for those who pay with Hang Seng enJoy Card in transactions. Points can also be multiplied when a member purchased specific items. Moreover, there is also a point transferring system for the members to transfer points to their families and friends, which makes it faster and easier for them to save up a great number of points.
After launching for some time, Yuu updated with its stamp function, which provided short-term rewards for the members. Whenever a member buys a specific item and redeems points in the corresponding transaction, a stamp will be automatically added to the user account. After saving up for a specific amount of stamps, a free item coupon will be automatically claimed by the account. The tasks that the members need to do remain the same, but more rewards can be obtained by the members thanks to the stamp function. The importance of providing short-term rewards to the members is that they will be more patient while participating in the loyalty program. Since the progress of short-term rewards and long-term rewards do not contradict each other, the members can enjoy some rewards while they are on their way to the ultimate goal, let’s say they may enjoy free meals while saving points for an air fryer. With both long-term and short-term rewards available, the chances for Dairy Farm to retain its loyal customers will be higher.
Personalization By Big Data
It is important to make your customers feel listened to and paid attention to if you want to boost their loyalty towards your brand. Loyalty App is able to collect customers’ behaviour insights, then tailors personalized interaction channels to their specific needs and preferences. Personalization is an inevitable part of the customer retention process and a loyalty scheme. Dairy Farm understands the importance of personalization and provided “Just for yuu” offers to each and every yuu member. Based on the previous purchase records, the application will automatically generate a personalized offer to every member, it could be a coupon or discount code for their frequently visited stores or restaurants. Apart from making the customers feel like they are treated specially by the brand, such a wise move may also encourage members to use yuu to redeem points more frequently, in order to obtain more Just for yuu offers.
With the good use of big data, Dairy Farm may obtain several customers’ behavioral and demographic data with the snap of the finger. The statistical result may help the stakeholders to make their decisions more accurately, such as determining which type of offer is the most popular and frequently redeemed, as well as keeping track of the sales growth of different brands after yuu Rewards Club has launched, and so forth and so on. Digitizing the loyalty scheme is not only about the convenience of the users, data analysis is also an important part of launching a mobilized loyalty scheme. More statistics are collected and analyzed, more personalization works can be done.
Accessibility and Mobility
Speaking of mobile applications, the reason why every firm wants to develop its own application is that it can make everything paperless and digitized. The seamless O2O leverages the convenience and reach of digital platforms to drive customers to offline locations and provide them with a seamless and integrated experience. Without a mobile application, most firms are more likely to rely on the sales staff in the physical store to broaden the user coverage. Hence, it is an outstanding move for Dairy Farm to develop a one-stop application gathering all the offers from different partnered brands.
The application design of yuu is user-friendly. Let’s take a look at the main page first, the equivalent cash amount transferred from the acquired points is shown clearly on the top of the main page, which may inform the members how much value they have earned and generated by participating in the loyalty program. The users would feel like they are actually rewarded by cash rather than just points in this loyalty program after spending a lot of money on it.
Apart from that, if you simply swipe left on the main page, you may open the QR code for membership verification directly, without the trouble of clicking the small button below the main page. What’s more convenient is that you may link your Octopus card or Hang Seng enJoy card with your yuu account, so that you may verify your membership identity by tapping your linked Octopus or credit card, without even opening your phone. Don’t underestimate the power of a small feature, a convenient design is usually what Hongkongers care about when it comes to using an application due to the fast pace of living.
Strong B2B Relationship
A B2B relationship is a two-way street, a good partnership will generate benefits to both parties. To boost the participation of its loyalty program, yuu Rewards Club collaborates with Hang Seng enJoy card and provides members with incentives. The target customers and reward types of Hang Seng enJoy card were limited before yuu existed since the major gimmick of it was the offers provided by Wellcome at that time. Now that yuu has been launched, Dairy Farm collaborates with Hang Seng Bank in this new platform by providing additional points to yuu members who make transactions with enJoy credit cards. Of course, in exchange, Hang Seng Bank would pay or provide financial support to Dairy Farm for long-term collaboration, for example, buying points from yuu as a giveaway to new customers. The collaboration of Dairy Farm and Hang Seng bank leads to the sustainable and remarkable growth of both businesses. On one hand, the exposure of Hang Seng enJoy cards has increased, more customers are willing to apply for an enJoy card just to earn extra points for their yuu membership. On the other hand, the successful partnership led to the increase of reward partners in yuu Rewards Club, such as Livi Bank. yuu may thereby earn more partnership fees and provide more offers to its members. With more offers provided, the loyalty of yuu members is more likely to be enhanced.
yuu Rewards Club is more than just a catchy theme song or in-store promotion, there are a lot of details and efforts that make yuu Rewards Club become the game-changer in doing loyalty programs, there is no harm to learn from them when we are considering developing a loyalty program. If you are planning to level up your business by developing a digitized loyalty application, we are here to help! Motherapp provides one on one UX consultation and demo tours of Aillia, our loyalty engine, to simulate what your application would be like, and what you can expect to achieve by collaborating with us. If you have, or looking for the ideas of broadening your business, please do not hesitate to contact our sales team and book a consultation session.
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