The Client
Dairy Farm is a leading pan-Asian retailer. As of December 2019, the Group and its associates and joint ventures operated over 10,000 outlets and employed 230,000 people. The Group operates grocery retail, convenience stores, health and beauty stores, home furnishings stores and other retailing under well-known brands.
The Situation
Because Dairy Farm Group owns several well-known retail brands across Hong Kong, it recognized it had a great opportunity to bring those brands together, providing greater value to its customers through a coalition program.
The Challenge
With a large number of brands across various independent technology landscapes, Dairy Farm needed a solution that would allow all of its brands to work together in a unified way to help expand its customer base through digital engagement.
The Solution
Dairy Farm created a loyalty program with a single, consistent currency so that customers could earn points from over 2,000 outlets and get more rewards faster. Simultaneously, the company provided members with targeted offers and communications based on customer behavior data, increasing engagement. Dairy Farm is confident in its capability to scale up as volume grows thanks to the flexible and scalable architecture of Drupal and Acquia Cloud Platform.
The Results
- Dairy Farm realized impressive results after the launch of the new platform.
- 2 million members enrolled within a month of launch in a market with a population of 7.5 million
- 1.5 million members enrolled digitally through the web or the app
- Average loyalty penetration across brands is 50%