Case study: Club Kapok – Bridging Online & Offline for a Seamless O2O Experience

 

Retailers often ask:

• How can I unify memberships from my website and retail stores?
• Is there a loyalty solution that connects Shopify, POS, and CRM together?
• How do I personalize offers and automate marketing without switching tools?

This case study has the answers. Hong Kong lifestyle brand kapok partnered with Motherapp to launch an integrated O2O loyalty app that connects Shopify, POS systems, and CRM into one seamless platform. The result?

• Large member records migrated securely
• Real-time sync of points, purchases, rewards, and tiers across all channels
• Digitized offline events, from in-app sign-up to QR code check-in
• Backed by a modular CRM that supports precision marketing and fast rollout (just 10 weeks)

Kapok now delivers a consistent, data-driven member experience, online and offline.

Step 1: Background

kapok is a Hong Kong-based lifestyle fashion brand founded in 2006, known for curating fashion, beauty, and lifestyle goods while supporting local designers.

With 11 retail stores and a mature Shopify online store, kapok engages customers through a tiered membership program and frequent offline events.

Members earn Kapok Points to redeem cash discounts or gifts, boosting both loyalty and brand engagement in a competitive market.

Step 2: Challenges

1. Fragmented Online and Offline Member Data

kapok managed its online and offline memberships separately using Shopify and its in-store POS system.

As the two systems were not connected, customer data remained siloed. For example, a VIP member in-store would not be recognized as such online, leading to inconsistent experiences, missed discounts, and declining trust.

This also prevented the brand from gaining a full view of customer behavior and preferences.

2. Poor Cross-Channel Traffic Flow

With fragmented member data, kapok struggled to design campaigns that bridged online and offline channels.

They couldn’t easily drive eCommerce shoppers to attend physical events or convert walk-in customers into online buyers. This limited the effectiveness of omnichannel marketing efforts.

3. Legacy Data Migration Risks

kapok had accumulated a large amount of member data across different platforms. While they wanted to unify their loyalty program and upgrade the system, they were concerned about potential data loss or errors during the migration, posing risks to brand trust and customer engagement.

4. Manual Event Workflows and Inefficiency

kapok hosted 3–4 offline member events per month, but relied on Google Forms for registration and manual check-ins on the day.

This made the process error-prone and time-consuming, especially as the member base grew, undermining the experience and operational efficiency.

5. Lack of Measurable Marketing Impact

Since event participation wasn’t linked to member profiles or purchase data, the marketing team couldn’t easily track ROI or analyze how events influenced spending.

On average, 4–5 events per month require manual reconciliation, delaying insights and limiting kapok’s marketing team’s ability to adjust strategy for the member events quickly.

Step 3: Motherapp’s Loyalty App Solution

To solve the challenge of fragmented member data and inconsistent online-offline experiences, Motherapp developed a customised Loyalty App for kapok, fully integrated with CRM capabilities. This not only made it easier for members to engage with rewards, points, and events, but also empowered kapok’s marketing and membership teams to manage the entire O2O (online to offline) journey more efficiently.

 

1. kapok Loyalty App: Digital Hub for Member Engagement

The kapok Loyalty App serves as the central platform for daily member interactions. Once registered, members can:

• Accumulate and redeem points for rewards
• Register for and join offline member events
• Track their membership tier and exclusive benefits

By consolidating these functions in one app, Motherapp enabled a smoother experience for users and centralized member management for kapok.

2. Flexible Points System & Tier Incentives

Motherapp helps kapok introduces a more engaging and versatile loyalty experience:

• Points as Instant Cash: Members can redeem 100 points for HK$1 in Cash Dollars, usable for immediate discounts.
• Gift Card Integration: In-store gift cards can be converted into Cash Dollars, usable both online and offline—ensuring a true O2O experience.
• Tiered Membership System: Members are segmented into four tiers—Canva, Pod, Thread, and Bloom—with higher tiers offering greater benefits and exclusive perks.

These incentives enhance participation and deepen brand loyalty through repeat engagement.

 

3. Unified Online-Offline Data: A Single Member Profile

Motherapp built a unified member identity system, allowing real-time syncing across channels:

• In-store purchases are recorded by scanning the QR code member card in the app
• Online purchases are automatically linked to the same member profile
• All activity is consolidated into one member database

This unification creates a foundation for advanced analytics, segmentation, and customer lifetime value (CLV) management.

4. Digitised Offline Events: Streamlined Registration & Attendance

Motherapp helped kapok digitalise its event processes, simplifying both member participation and backend management:

• Easy Registration: Members can browse and sign up for events directly in the app
• QR Code Check-in: Staff can quickly scan the in-app QR code for attendance
• Data Integration: Participation records are instantly updated in the member profile and linked to their purchase history and tier

This integration enables kapok to track event ROI and refine future engagement strategies based on performance data.

5. Smart CRM Platform: Precision Marketing at Scale

The Loyalty App is powered by a full-featured CRM backend, enabling kapok to implement a data-driven marketing model with automation and personalisation:

• Campaign Builder & Segmentation: Via the Work Portal, kapok’s team can launch campaigns such as e-stamp cards, birthday offers, and coupons, while targeting specific member tiers or segments.
• Merchant App for Store Staff: Staff can view member status, apply rewards, and update participation in real-time—improving in-store service consistency and professionalism.
• Automated Marketing: Based on purchase history and behavior, personalised app push notifications and EDMs are automatically sent to increase re-engagement and conversions.

All member data, from POS and e-commerce purchases to points and event participation, is centralised in one CRM platform, enabling kapok to run precise, performance-tracked marketing campaigns based on unified member profiles.

Step 4: Results

1. Unified Integration with Shopify and POS Systems

Through Motherapp’s Loyalty Platform, kapok successfully integrated online login, Shopify order records, and in-store POS systems. This enables real-time synchronization of all member purchases, points, and rewards across all channels under a single account.

This integration allows kapok to centralize membership data, points, and tier management, delivering a consistent experience across online and offline touchpoints.

The Motherapp Loyalty Platform is ideal for brands operating both e-commerce and brick-and-mortar stores. Whether powered by Shopify or in-store POS systems, brands can ensure real-time data synchronization to support O2O sales strategies and customer engagement.

 

2. Secure Migration of Old Member Data from POS to New System

Kapok had large old member records spread across its POS systems. Motherapp ensured a secure, accurate migration of all data to the new system, without data loss or business disruption, preserving a seamless customer experience.

Motherapp loyalty platform features standardized APIs and webhooks for easy integration with existing POS, e-commerce platforms, apps, and BI tools, ideal for brands with complex digital ecosystems.

What’s more, Motherapp’s technical team brings extensive experience in system migration, ensuring smooth transitions, secure data handling, and sustained customer trust.

3. Consistent Customer Experience, Improved Engagement Efficiency

Post-integration, kapok members can view points, join events, and redeem offers directly in the Loyalty App, or check in at stores using their QR code. All interactions are updated in real time, linking online and offline behaviors to form a unified customer profile.

This cohesive experience not only increases participation but also strengthens customer-brand relationships, laying the groundwork for more advanced loyalty strategies.

 

4. Loyalty + CRM Integration for Precision Marketing

Motherapp’s Loyalty Platform goes beyond basic loyalty functions by offering a full CRM for managing customer data. Marketing teams can access purchase history, web behavior, event attendance, and membership tiers to drive targeted engagement strategies.

Built-in tools include:

• RFM segmentation and automation rules to trigger personalized messages (e.g., tier upgrades, re-engagement reminders, exclusive offers)
• Multi-channel messaging via Email, SMS, and Push, all managed in one backend for efficient campaign delivery

For brands with frequent offline events, the platform also supports end-to-end event management—from invitations and check-in to post-event follow-up—allowing deeper relationship building after every interaction.

5. Modular Architecture for Rapid Deployment and Scalability

Motherapp’s Loyalty Platform is modular by design, enabling brands to activate functions as needed. For kapok, implementation to launch took just 10 weeks, covering full system integration and key features to serve tens of thousands of members.

Available modules include:

• Points and tier programs
• Non-transactional missions (e.g., referrals, surveys, daily check-ins)
• Event signup, invitations, attendance tracking, and performance analysis

Motherapp’s loyalty platform also supports large-scale operations across multi-brand, multi-store, and regional deployments.

Flexible architecture allows brands to roll out loyalty strategies quickly, accelerating both time-to-market and operational efficiency.

Club Kapok – 突破線上線下瓶頸 連接O2O全渠道溝通

第一步. 客戶背景

kapok 是香港知名的輕奢時尚生活風格品牌，自 2006 年創立以來，一直致力於推動本地時尚與設計文化。品牌目前在全港擁有 11 間實體零售店，同時透過 Shopify 經營成熟的電商平台，將精選的時尚、彩妝與生活用品帶給顧客，並積極支持本地設計品牌。

為了強化會員經營，kapok 除了提供會員分級制度與購物積分回饋，還會定期舉辦多樣化的線下會員活動，創造品牌與顧客之間更緊密的連結。

會員可透過消費累積 Kapok Points，不僅能折抵現金，還能兌換精選禮品，進一步提升消費體驗與忠誠度。

這些策略令 kapok 在競爭激烈的零售市場中，持續保持會員對品牌的熱情與黏性。

 

第二步. 客戶挑戰

1. 線上線下會員資訊分離

Kapok 分別透過 POS 系統與 Shopify 經營線下與線上會員，但兩者資料無法整合。導致會員在線下已累積至 VIP 等級，轉至官網購物卻無法享有應有折扣，體驗斷裂、信任感下降，也讓品牌無法掌握顧客完整的消費軌跡與行為偏好。

2. 線上線下平台難以互相導流

會員數據分散使品牌無法建立顧客全貌，限制了從線上導流至實體活動、或將門市顧客引導至電商的行銷策略設計與執行。跨通路行銷難以精準觸達，導流效益有限。

3. 既有系統與會員數據難以整合到新平台

Kapok 過去累積大量會員資料，分散在不同系統中。儘管希望導入新的積分制度並整合會員資料，但團隊擔心在資料遷移過程中出現遺失或錯誤，進而影響顧客經營與品牌信任。

4. 線下行銷活動難以數碼化

Kapok 每月舉辦多場會員活動，但流程仰賴 Google Form 報名與表格人工核對，易出錯且效率低。隨著會員數量增加，這種方式已難以支撐規模擴大，亦影響顧客參與體驗與活動品質。

5. 行銷與會員經營活動成效難以衡量

活動紀錄未與會員資料整合，讓行銷團隊難以評估活動參與是否轉化為後續消費。平均每月四至五場活動需耗費大量時間手動比對數據，導致成效分析延遲，亦限制了活動頻率與優化策略的調整速度。

第三步. Motherapp 顧客忠誠 APP 解決方案

為協助 Kapok 解決線上線下會員資料割裂與體驗不一致問題，Motherapp 度身打造 Loyalty APP，整合會員 APP 與 CRM。不僅讓會員更便捷參與積分、優惠及活動，也提升 Kapok 行銷與會員管理效率，完整覆蓋 O2O（Online to Offline）顧客旅程。

1. kapok Loyalty APP：會員互動的數碼核心

Motherapp 為 Kapok 開發專屬的會員 APP，定位為顧客與品牌日常互動的主平台，會員只要完成註冊，就可以透過 APP 完成所有與會員相關的操作：

• 消費累積積分與兌換優惠券
• 報名並參加各種線下會員活動
• 隨時查看會員等級與專屬獎賞

這個一站式平台大大簡化流程，為顧客提供更方便的互動方式，同時令品牌可以將所有會員行為集中管理。

2. 靈活積分機制與升級誘因：從交易推進到忠誠

Kapok 過去的積分計劃較為單一，而在新系統中，積分玩法更靈活多變：

• 積分即時抵現金：每 100 積分可換取 1 港元 Cash Dollar，直接抵扣消費，讓會員即時感受到回饋價值。
• 禮品卡互通：實體門店的禮品卡（Gift Card）可以轉換成會員 Cash Dollar，並適用於實體與電商購物，真正打通 O2O 體驗。
• 會員等級制度：Club Kapok 設有 Canva、Pod、Thread、Bloom 四個等級，等級愈高，優惠與專屬禮遇愈豐富，增強會員的升級動力與品牌歸屬感。

這些設計不單止增加會員的參與感，也為品牌創造更高的互動與消費循環。

 

3. 全面整合線上與線下數據：打造完整會員檔案

過往 Kapok 的 Shopify 電商與門店 POS 系統各自獨立，會員在不同通路的消費與積分紀錄無法同步，導致顧客在線上與線下常出現等級不符、積分錯漏等情況，體驗不一致，也削弱了會員忠誠度。

Motherapp 協助 Kapok 建立統一會員識別系統，讓顧客無論在哪裡消費，都能以同一帳戶即時同步資料：

• 實體門市透過 Loyalty APP 的 QR Code 會員卡 進行掃描，POS 系統即時記錄消費與積分。
• 網店消費則自動對應會員帳號，更新至同一資料庫。
• 線上線下資料無縫整合，建立統一會員身分與消費紀錄。

這不僅能有效優化顧客購物體驗，也為日後導入 AI 分析、會員分層策略與顧客終身價值管理（CLV）建立強大基礎。

4. 線下活動數碼化：簡化活動報名／報到流程，加速線下活動參與轉換

Motherapp 協助 Kapok 將線下會員活動流程全面數碼化。會員只要透過 Loyalty APP 完成報名、報到與資料串接，顧客與行銷團隊雙方體驗同步升級：

• 報名簡化：會員可直接於 APP 上瀏覽與報名活動，並接收即時通知，無需跳轉至外部表單。
• 現場快速報到：活動當日會員出示 APP 內 QR Code，門店人員掃描即可完成報到，避免人為錯誤與等待時間。
• 參與紀錄即時整合：活動出席資料會即時寫入會員檔案，與消費紀錄及等級資訊同步整合。

Motherapp 幫助 kapok 行銷團隊可將「活動參與 → 後續消費」的會員數據完整串連，進行活動效益分析、計算 ROI，並根據數據優化未來活動規劃與分眾策略。

5. 智能 CRM 平台：精準行銷、自動化推廣

Motherapp 的 Loyalty App 搭載完整的 CRM 功能，協助 Kapok 建立起以數據為基礎的會員經營模式。透過這套系統，行銷團隊可靈活設計活動、自動推送訊息，並根據即時會員行為持續優化策略，實現高度整合的自動化行銷流程。

• CRM 後台支援活動設計與會員分群：透過 Work Portal 可快速設定電子印花卡、生日禮遇、優惠券等活動，並依據會員等級或消費紀錄進行分群設定。
• Merchant App 提升門店互動效率：店員可查詢會員狀態、核銷優惠，並即時更新活動參與紀錄，提升線下顧客體驗的一致性與專業度。
• 即時行銷推播：根據會員購物行為與偏好，自動發送個人化的 App 推播與 EDM，有效提升再訪率與轉化成效。

此外，該系統已整合 Kapok 的電商與門市 POS 資料，讓所有會員消費紀錄、活動參與與積分數據集中於同一 CRM 後台。品牌能以完整且一致的會員資料為基礎，快速啟動精準行銷，並即時追蹤與優化成效，實現數據驅動的會員經營。

第四步. 成果與效益

1. 會員 App 與 Shopify、POS 系統整合

透過 Motherapp 的 Loyalty Platform，成功整合線上會員登入、Shopify 訂單紀錄與門市 POS 系統，使會員在所有通路的消費行為、點數、獎賞都能即時更新至同一帳戶。

這項整合讓企業能統一管理會員資料、積分與等級，並提供一致的線上與線下顧客體驗。

Motherapp 顧客忠誠平台（Loyalty Platform）適用於同時營運網店與實體分店的品牌。無論是以 Shopify 為基礎的電商業務，或是 POS 系統為主的零售營運，均可透過 Motherapp 實現會員資料的一致性與即時同步，支援 O2O 銷售與顧客經營策略的落地執行。

2. 大量會員資料安全轉移至新平台

Kapok 擁有大量會員資料，分布於全港 11 家門市的 POS 系統中。為配合新系統上線，Motherapp 在專案中協助 Kapok 安全地將所有會員資料完整遷移，並確保轉換過程中無資料遺失或錯誤，同時不影響日常營運與顧客使用體驗。

Motherapp 顧客忠誠平台具備標準化 API 與 webhook，可彈性整合既有 POS、會員系統、電商平台、App 及 BI 工具，特別適合已建構數碼生態、需整合多系統資料來源的品牌。

針對既有資料庫或系統轉換需求，Motherapp 團隊具備豐富技術經驗，能確保資料準確遷移、新舊系統無縫銜接，同時保障資訊安全與顧客信任。

3. 顧客體驗一致，提升互動效率

整合完成後，Kapok 會員可於 Loyalty App 內查看積分紀錄、參與活動、兌換優惠，也可於門市透過掃描 QR Code 進行報到與核銷。會員互動流程更簡潔一致，消費與參與紀錄即時寫入個人帳戶，系統可串連線上與線下行為，協助品牌建構更完整的顧客輪廓。

這樣的體驗設計，不但提升顧客參與意願，也加強品牌與顧客之間的連結與黏性，為後續推動更高層次的會員關係經營奠定基礎。

4. Loyalty 與 CRM 整合，推動精準行銷與顧客關係深化

Motherapp Loyalty Platform 不僅是會員系統，更具備完整的 CRM 顧客資料管理功能。行銷團隊可透過後台獲取會員消費紀錄、網站行為、活動參與紀錄與會員等級等資料，進行分層管理與精準行銷策略規劃。

平台內建 RFM 分析模型與自動化行銷規則設定功能，協助品牌針對不同會員類型推送個性化訊息，例如升等通知、回購提醒、專屬優惠等。

平台亦整合 Email、SMS、App Push 等溝通渠道，所有分眾名單與排程皆可在單一後台管理，大幅提升訊息命中率與互動效率。

此外，針對經常舉辦線下實體活動的品牌，Motherapp 亦提供完整的活動管理工具，支援活動邀請、報名、現場核銷至後續行為追蹤，協助品牌延續每一次顧客參與為長期關係經營的契機。

5. 模組化架構支援快速導入與彈性擴充

Motherapp Loyalty Platform 採用產品化與模組化設計，支援按需啟用功能模組。Kapok 在本專案中從啟動到正式上線僅歷時約 10 星期，成功完成系統整合並啟用關鍵功能，快速服務數萬名會員。

平台內含多項常見互動模組，包括：

• 積分獎賞／會員等級制度
• 好友邀請、問卷回饋、每日簽到等非交易型任務
• 線上報名、活動邀請、現場出席與後續追蹤工具

系統亦支援大型資料庫架構，適用於多品牌、連鎖門市與跨地區營運的企業。導入過程可彈性調整架構與模組配置，讓品牌能以最快速度落實會員策略，加快市場反應速度與內部營運效率。