Hong Kong’s Dairy Farm group is leveraging technologies from MuleSoft, Salesforce and Tableau to make it easier for the retailer to unify its customer loyalty experience across over 10 household brands in more than 2,000 stores in Hong Kong and Macau.
The Dairy Farm Group currently operates over 10,000 outlets with 230,000 employees. Dairy Farm Group recently launched yuu, its digital-first rewards club. Previously, consumers had to access several applications and physical cards to reach loyalty programs for different brands.
“yuu is Dairy Farm Group's first digital rewards club that seeks to bring exceptional value, quality and convenience to Hong Kong and Macau customers all through a single app,” said Crystal Chan, IT director, Dairy Farm Group. “We are able to connect different systems from multiple brands using an API-led approach to roll out new services in a reduced timeframe. With an omnichannel customer experience across all our brands, we can better manage each customer’s journey and their preferred communication.”
According to MuleSoft, an API-led approach enables a methodical way to connect data to applications through reusable and purposeful APIs. These APIs are developed to play a specific role – unlocking data from systems, composing data into processes, or delivering an experience.
Dairy Farm Group built reusable APIs built 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 our 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. Since implementing Anypoint Platform, Dairy Farm Group has accelerated the modernisation of its application development processes and significantly sped up project delivery time.
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 also 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.