Revamping the Lee Kum Kee journey: Spicing up digital transformation!

Lee Kum Kee, one of the biggest names in food and sauce production, is on an exciting journey with their digital agency PRIZM’s team to refresh its customer experience through digital transformation.  

With a rich history dating back to 1888, Lee Kum Kee understands that to stay relevant, they need to adapt to the changing habits of today’s consumers. It all started with the very first trial to refresh the customer journey at the shopping mall event. PRIZM assisted Lee Kum Kee to create an easy and friendly digital way for consumers to join as members, paving the way to further this initiative to develop a full-fledged digital CRM journey. 

Cooking can sometimes feel like a chore. We want to tackle the notion that cooking shouldn’t just be another task on the to-do list. It’s no wonder some people shy away from cooking out of fear of failure. Let’s be honest—why cook when you can just order takeout? 

That’s where Lee Kum Kee comes in. Our mission is to transform cooking into something enjoyable! Cooking can be exciting, and just a little extra sauce can make all the difference! The goal is to simplify recipes, making them approachable and even foolproof, so anyone can impress their family and friends. After all, Lee Kum Kee aims to show that it’s not just a bottle of sauce; it's here to help make cooking a wonderful way to connect with others and create special moments. 

PRIZM’s team works hand in hand with Lee Kum Kee to develop the new mobile app – “FunCook” (快趣煮), the heart of this transformation. This app is designed to create a fresh digital customer journey that resonates with today’s audience. We’re taking a practical approach by adapting to new habits and designing fun challenges and rewards. On the creative side, we’re focused on sparking emotions and making cooking feel like an enjoyable occasion. 

The aim is to build a vibrant digital ecosystem that keeps customers coming back for more. We believe that without it, one-off marketing campaigns such as PR or influencer engagement can feel like shooting stars—bright but fleeting. With a solid CRM in place, Lee Kum Kee can foster a community that nurtures ongoing brand love. Campaigns can spark excitement, while CRM efforts maintain strong connections, ensuring customers feel valued and appreciated. 

As we develop the app “FunCook”, being customer-centric is always at the forefront of our minds. The app incorporates gamification, perfect for today’s busy lifestyles. Users can simply shake their phones for a recipe when they’re stumped after a long day. Understanding that many households have helpers in the kitchen, the app supports multiple languages, including English, Chinese, and Indonesian, making it accessible for everyone. Moreover, for younger audiences, cooking is not just functional; it’s a fun, social activity. The app makes it easy for users to share their culinary creations on social media, ensuring their meals are just as Instagrammable as they are delicious. 

The components of a strong CRM strategy offer plenty of perks, such as capturing what customers love and encouraging thoughtful interactions. By setting achievable goals, Lee Kum Kee can help customers build cooking habits, while smart recommendations can boost conversions. Plus, rewarding customer actions—whether through tangible rewards or heartfelt gestures—helps nurture loyalty and turn customers into passionate advocates, or in trendy terms, KOCs, for the brand. 

Looking ahead, Lee Kum Kee is excited about what’s next in its digital journey. With all the data collected, they’re set to enhance their marketing efficiency and create a more cohesive digital presence. By overseeing all brand activities with a strategic overview, Lee Kum Kee will be able to deliver the right message to the right person at the right time.  

For the first time, it will have a complete view of its customers, understanding where they are in their cooking journey. This insight will empower Lee Kum Kee to continually enhance the customer experience, solidifying its position as a leader in the food sauce industry. 

Stay tuned for the exciting innovative features on the horizon! Some may even harness the power of AI as we refresh the industry and embrace the ever-evolving digital landscape. We’re thrilled about what’s coming next, so keep an eye out for updates, and don’t forget to download the app and join the fun! 

This article is sponsored by PRIZM Group.  

About PRIZM Group 

PRIZM Group is a global digital agency with offices in Asia and Oceania, delivering one-stop bespoke marketing technology solutions that fit every vertical and business types. We specialise in not only digital solutions, but also synchronising the integration of the trio to empower the formation of the ideal seamless digital experience that our clients' customer seeks. The team strives to offer seamless integration by applying intelligent dialogues with different adaptive marketing modules such as messaging bot, digital activation, CRM and eCommerce capabilities to form a complete digital ecosystem.