Bubble tea brand HEYTEA launches mobile app, sees repurchase rate triple

HEYTEA, a tea brand from China known for its cheese tea, has launched its mobile app HEYTEA GO in collaboration with financial service provider Wirecard. The app aims to provide HEYTEA's customers with a seamless payment experience. Made available in all stores in Singapore and Hong Kong, HEYTEA GO allows users to skip queues at HEYTEA stores, having the option to order and pay online via credit card instead. The mobile app also provides an estimated wait time and sends push notifications to notify customers when their drinks are ready for collection.

According to a press release, HEYTEA GO currently has a registered user base of over 10 million worldwide and generates half of the total orders HEYTEA receives. The press release added that HEYTEA's average monthly re-purchasing rate has tripled since the use of its app. HEYTEA was established in China in 2012, and now manages more than 400 stores in China, Hong Kong, Malaysia and Singapore. Last year, the tea chain launched its third outlet at Westgate shopping mall in Jurong East.

HEYTEA has declined to comment.

Kiki Zhou, public relations manager at HEYTEA, said incorporating technology in its operations and keeping in touch with its customers' preferences and expectations is essential in today's digital world. Zhou added that HEYTEA GO aims to create a quick and seamless experience for its customers- from customising their drink orders to ordering and paying for it.

"We're excited to collaborate with HEYTEA to enable cashless payments for customers in Singapore and Hong Kong. The launch of HEYTEA GO supports the growing trend of online-to-offline integration, and by integrating our payment technologies, we can provide more options to tech savvy customers while improving efficiencies for both customers and the retailer," Alson Lau, head of business development APAC at Wirecard, said.

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