Vingroup - a coalition loyalty program in Asia

Vingroup is one of the fastest growing companies in Vietnam. By setting trends in the local market and introducing new international standards of products and services, it promotes modern way of life among the Vietnamese.

Vingroup created a respected and well-known family of brands operating in several different industries, from real estate to tourism.

Implemented solutions

Loyalty Consulting

Our experience with building loyalty programs has given us the opportunity to gather expertise, process knowledge and learn all of the technical and analytical skills involved.

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Vingroup - a coalition loyalty program in Asia

 

Vingroup, as the first company in Vietnam, decided to launch a coalition loyalty program. The main advantage of the program is the large number of partners and a variety of services. This allows the participants to benefit from the attractive partner offers and earn points for everyday purchases. The offer is valid also when the members choose to dine out or spend time in one of the luxury hotels owned by the Vingroup. 

 

Business challenges

 

Loyalty programs are relatively new to Vietnam, and they are far less popular than their European counterparts. The Vietnamese are also sensitive when it comes to the protection of personal data, so they rarely take part in promotional activities that require the processing of any information about them.

Before Vingroup started working with Comarch, their subsidiary companies had several different loyalty programs, but each of them had different rules. The result of the lack of coordination and a holistic approach was low activity of the members – only about 30% of them were using the card regularly (at least once in three months). Another problem was the poor quality of obtained data, which is of the key importance for marketing activities of Vingroup.

 

Why Comarch?

 

The Vingroup has chosen Comarch consulting services primarily due to the company’s competence in the strategic consulting in the field of loyalty programs and excellent testimonials of the existing customers. During a month-long project in Hanoi many conversations, interviews and workshops with management and key employees of Vingroup took place. The process of creating the concept was difficult due to the number of entities participating in the program: their goals (sometimes incompatible) and unequal knowledge of modern marketing tools. Comarch’s many years of experience in building loyalty programs and work in a multicultural environment, allowed to achieve the intended goal – to build the program with
simple rules, allowing each participant to easily achieve measurable benefits.

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