As loyalty programmes are conducive to engaging and retaining customers, Dairy Farm Group has rolled out its rewards programme to allow customers to enjoy promotions all in one app, aiming at enhancing competitiveness and retaining consumers.
The core of the group's rewards club is it's app "yuu", a free platform offering customers convenience as it connects the brands within the group. The "yuu" universe includes Wellcome, Mannings, 7-Eleven, IKEA, Market Place by Jasons, Market Place, PHD, 3hree6ixty, Oliver’s the Delicatessen, Jason’s ichiba, Wellcome Delivers and Market Place Delivers.
The programme also covers KFC and Pizza Hut as Jardine Restaurant Group - sister company of Dairy Farm Group - owns the franchises of these two brands in Hong Kong and Macau.
A series of online and offline ads will be rolled out soon to enhance the awareness of this rewards club. Ronald Wong, head of marketing at yuu, said, "We will launch ads in different formats, such as OOH, print, and online to reach every sector in the society. Online ads will be the main ways to promote as they are useful to attract potential customers to join our programme immediately."
Wong said the brand had also invited singer George Lam (林子祥) and his son Alex Lam (林德信) to star in the ads.
Members of yuu can earn points across these brands and redeem rewards. In collaboration with Hang Seng Bank, Dairy Farm Group has launched a new credit card to offer customers more rewards.
"This marks a significant milestone for Dairy Farm as we have connected all our brands digitally for the good of our customers in Hong Kong together with our partners," said Ian McLeod, CEO of Dairy Farm Group.
"Our goal is to continue to bring exceptional value, quality and convenience to all customers. With over 2,000 places to shop and dine, yuu members will earn more points, in more places, faster than ever before," he added.
A digital-first programme, yuu is the first digital platform that connects Dairy Farm Group’s brands digitally. Previously, the brands within the group had their own dedicated programmes and initiatives.
According to Dairy Farm, yuu sends offers and promotions across different brands to members. The intuitive interface also enables yuu members to redeem rewards through a simple scan-and-go way at more than 2,000 places in Hong Kong. Offering no physical card, yuu updates point balance instantly after every transaction.
Interactive features are included in the app as well. Members are allowed to share points with friends to earn points and redeem rewards faster.
It's expected that the app will attract more than one million Hongkongers to join as members of the programme, according to the group.
“With yuu rewards club, we are connecting our favourite brands digitally to bring more rewards and exceptional value to our members, so as to give back to our customers," said Choo Peng Chee, CEO of North Asia and group convenience of Dairy Farm Group.
Apart from engaging customers, Dairy Farm Group has also partnered with Foodlink Foundation and Helping Hand. Members can donate points to help address the problems of ageing, child development, as well as meal donations.