Paula: Welcome to Let’s Talk Loyalty, an Industry podcast for loyalty marketing professionals. I’m Paula Thomas, the Founder of Let’s Talk Loyalty. Today’s episode is hosted by Tom Peace, Managing Director of The Loyalty People, a strategic consultancy with a laser focus on loyalty, CRM and customer engagement.
The Loyalty People also runs a free global community for anyone working in the loyalty industry. If you are working in loyalty marketing, make sure to join Let’s Talk Loyalty every Tuesday, Wednesday, and Thursday to hear the latest ideas from loyalty experts around the world.
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Tom: Hi, I’m Tom Peace, Managing Director of the Loyalty People and Presenter of Let’s Talk A Little Loyalty. Welcome to this week’s short summary show. In this week’s episode of Let’s Talk A Little Loyalty, I’ll be reviewing the original podcast where Paula was joined by Mark Sage, Chief Operating Officer at Yuu Rewards in Hong Kong.
Yuu Rewards is a leading loyalty program launched in Hong Kong in 2020, which prides itself on its innovative digital first strategy. The program was initially designed as a coalition earn and burn scheme, and the initial success was driven by the fact that the coalition partners were extremely popular and diverse.
Partners include Ikea, 7Eleven, Mannings and Shell among others. Within a coalition, it is vital to have a mix of partners covering everyday behaviors and aspirational purchases, and a little fun. Yuu Rewards got this right from launch, and this meant the customer appeal was really strong. Mark acknowledges that in a highly tech savvy environment, the customer interface had to be really strong, and Yuu invested in making sure that the app had all the right functionality.
This is a really important priority in any program, but especially when designing a coalition program in a very future focused and digital first marketplace. The success of the app and the initial partners led to very strong consumer appeal, and this is to in turn, led to a hugely successful launch. The program led on convenience, which is a major factor in customer loyalty and engagement.
As a result of the initial success, Mark was able to further invest into e-commerce within the app, attracting even more partners looking for new ways to reach their customers in a highly targeted and personalized way. Yuu had become a major channel for many partners. Further innovations and new partners bought hot food delivery to the Yuu members, as well as 60 minute grocery delivery.
Yuu has become much more than an earn and burn coalition program. Members have a huge variety of options available through the app to make their lives easier and more convenient. It’s really an incredible achievement in just a few years from launch.
Mark also talks about how important it is to have a strong brand recognition and Yuu invest heavily in above the line marketing to ensure that consumers understand the benefits and form a relationship with the program.
I would highly recommend listening to the main show, which can be found at www.letstalkloyalty.com and first aired on the 22nd of June 2022, episode number 239. Thanks for listening. I hope you enjoyed my summary show all the best and speak you soon. Tom.
Paula: This show is sponsored by The Wise Marketer. The world’s most popular source of loyalty marketing news, insights, and research. The Wise Marketer also offers loyalty marketing training through its Loyalty Academy, which has already certified over 500 executives in 38 countries as certified loyalty marketing professionals.
For more information, check out thewisemarketer.com and loyaltyacademy.org.
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