Enjoy puts mobile at heart of loyalty strategy
Philippines - Enjoy Philippines, a franchise under Enjoy China Holdings, has launched a mobile app for its loyalty and privilege marketing program targeting users of Samsung devices.
Enjoy previously offered users a kit which includes a VIP card for discounts at partner stores and special one-off vouchers for an annual fee of P1,995.
Enjoy VIP PH, the digital version of this kit, replaces paper with an application which users present to redeem offers at participating establishments.
Currently, the app is only available to Samsung smartphones via the Samsung Apps store.
While the move might target a fraction of the total android users in the country, Alfie Sy, marketing director of Enjoy Philippines, believes the exclusive partnership with Samsung a shrewd choice.
Backing up his decision, a research firm IDC said Samsung topped the global smartphone market in the third quarter with 56.3 million sales from July to September, more than double Apple's 26.9 million iPhone sales.
Sy also told Marketing he is confident the app will be well-received, expecting that response rates will be "so much better."
"As we may see, consumers carry mobile phones more than their wallets nowadays," Sy said.
"This shows how smartphones have now become a lifestyle and more than just a need which is why we have now put all the Enjoy privileges onto a mobile app."
A spokesperson from Enjoy clarified the Enjoy VIP PH should not be confused with EnjoyPH, an earlier application exclusive to Apple iOS users designed as a online catalogue.
Enjoy has more than 200 partner brands in over 700 locations in Manila, Cebu, Davao, Cagayan de Oro, and Boracay.
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