DMA Convo: Marketer Daniel Koo on how enhanced digital UX across platforms can elevate user experience

MARKETING-INTERACTIVE is proud to present Digital Marketing Asia – Hong Kong, a conference about uncovering transformative trends impacting marketing leaders and decision-makers that will arm digital marketers for 2024 and beyond. Taking place on 26 and 27 October at The Mira Hong Kong, our 39 speakers will share with us their insights and experiences on the post-cookie world, the new digital experience in North Asia, social commerce and putting AI into practice.

Speaking at the session “Golden Circle to Shangri-La Circle: How improvements in digital UX across platforms enhance the in-hotel leisure experience” is Daniel Koo, assistant vice president, head of digital, Shangri-la Circle, the direct-to-consumer loyalty and digital platform for Shangri-La Group. 

In a consumer-centric world, we often see brands across the globe launching their loyalty programmes to retain consumers. However, how brands can enhance customer experience by improving the digital UX across their loyalty apps, is a million-dollar question.

Taking the Shangri-La Circle brand for example, Koo told MARKETING-INTERACTIVE that many brands often prioritise boosting member enrollment and member revenue. “However, it is important to ask whether enough attention is being given to making the loyalty programme the most beloved one in the industry,” he added.

Speaking of how the integration of digital technology can take the brand’s platform to new levels of success, he said by evaluating the customer’s digital experience across touchpoints, Shangri-La Circle’s loyalty programme was revamped to create a unique ecosystem by reducing reliance on third-party online travel agency (OTA) booking platforms and ensuring guests feel like they had a leisure-first experience.

“By putting digital as the cornerstone in our loyalty programme, we want to differentiate ourselves with the next generation of the omnichannel experience,” he added.

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MARKETING-INTERACTIVE: Why is loyalty so important these days? 

Nowadays, a lot of companies have launched their loyalty programmes, from airlines to shopping malls, from gas stations to carpark, and from small laundry shops to cafes just downstairs at my home. And at every single cashier, the staff no longer asks you what to pay and how to pay. They asked you have you signed up as a loyalty member yet.

Now as merchants, we have been often too obsessed with driving the member enrollment number and also the member revenue. But do we pay enough attention in driving our programme to really become the most beloved one in the industry yet?

MARKETING-INTERACTIVE: How does Shangri-La set itself apart from competitors?

At Shangri-La, we believe in creating value for our travellers in driving loyalty. By putting digital as the cornerstone of our loyalty programme, we want to differentiate ourselves from the next generation of the omnichannel experience. 

From the moment a customer is considering which city to go to the moment the customer selects their hotel, pays for their rooms, checks in, and asks for in-room dining and service, all the way until they check out and go home, Shangri-La aims to provide the next level of convenience to our members by digital enablement. Now it's time to reimagine how digital can evolve our loyalty programme to the next level.

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We are bringing Digital Marketing Asia to Hong Kong from Southeast Asia! Hear all about the latest trends in the digital space with 200+ brilliant minds at Digital Marketing Asia - Hong Kong on 26 and 27 October at The Mira Hong Kong. Uncover thought-provoking and customised strategies that help brands connect with audiences effectively.