Dairy Farm deepens loyalty across brands with digital rewards club

Photo courtesy of Dairy Farm

Dairy Farm Group is using MuleSoft’s Anypoint Platform to unify its customer loyalty experience across more than 10 household brands in more than 2,000 stores in Hong Kong and Macau. 

By leveraging Salesforce and Tableau, Dairy Farm has made it easier and more convenient for customers to earn points, access and redeem rewards by connecting all its brands and coalition partners on its single digital rewards club called yuu.

Part of the Jardine Matheson group, Dairy Farm’s retail portfolio includes wellcome, Market Place, Jasons, Giant, Hero, Mercato, Oliver’s, 3hreesixty, Sanmiu, Lucky, Robinsons, 7-Eleven, mannings, guardian, Rose Pharmacy, GNC, Ikea and Maxim’s.

“With MuleSoft, we are able to connect different systems from multiple brands using an API-led approach to roll out new services in a reduced timeframe,” said Crystal Chan, IT director of Dairy Farm Group. 

“With an omni-channel customer experience across all our brands, we can better manage each customer’s journey and their preferred communication channels with Salesforce Marketing Cloud,” said Chan.

Previously, consumers had to access several applications and physical cards to reach loyalty programs for different brands. Dairy Farm Group chose MuleSoft to bring yuu rewards to life with a single connected application and improve the customer experience.

Dairy Farm Group built reusable APIs with MuleSoft’s Anypoint Platform to connect its more than 50 internal and external systems, including various point of sale (PoS) and e-commerce systems, to create synergy between its online and offline channels – and most importantly enabled real time customer experience while they shop with brands. 

These APIs can easily be discovered and reused for future projects, enabling the retailer to deliver new customer experiences faster each time by increasing both IT and line of business productivity.

Dairy Farm Group is also leveraging Salesforce Marketing Cloud to easily publish more timely and tailored content, news, and promotions to fit customer preferences. 

To draw actionable insights across the rewards program, Dairy Farm Group is using Tableau as a visualisation layer to analyse and identify trends across its banners. Dairy Farm Group was able to build dashboards with Tableau for the organisation to stay up to date on the yuu rewards club and continuously improve the customer experience.