Happy go transformation and development Martech wins new economy

        "Do you have a happy go card?" Such inquiries must be familiar to many consumers. Happy go, which owns tens of millions of cardholders, has long held a leading position in Taiwan's membership point market. However, as the major groups compete to invest in member management, how can happy go consolidate its advantages and further provide a better consumer life for cardholder with differentiated characteristics?  

        Enlarge the business opportunity of points to create a brand niche

                The rise of the digital wave has promoted the diversification of consumption patterns. Customers have more choices and it is more and more difficult to maintain loyalty. In order to strengthen customer stickiness, many large enterprises have connected the service ecosystem with the point economy. Whether it is the "Momo coin ecosystem" launched by Fubon group or the "open point ecosystem" operated by uni President Group, they have integrated and converged on consumer groups. Even if Cathay Pacific Group, which has not crossed the retail field, has actively formed strategic alliances with Watsons, breeze, 85 ° C and other businesses, Improve services in terms of payment and points.

        Compared with these competitors, happy go has undoubtedly taken the lead. "When the service was launched in 2005, it was hoped that through this multi industry, channel and brand bonus point platform, customers would be connected together, and through the consumption trajectory, customers would be known 360 degrees to bring more complete services." Recalling the original intention of happy go, liangjinlin president said.

        Over the past 17 years, happy go has not only provided consumption accumulation points, but also continued to expand the cooperative businesses inside and outside the group. With a dense service network and point feedback, it has gradually mastered the profile of consumers, and then planned promotional activities flexibly through appropriate point bonus feedback and point value amplification. For example, the recent launch of "2 points for 1 yuan" on Mother's day, or Fe SOGO Department stores often offer "50 points for 50 yuan" activities on weekends, all of which use points to promote consumption. During the process, the marketing team of happy go also observed that consumers' demands are actually quite extensive. President Liang cited consumers in the Taipei business district as an example, "In the morning, I buy breakfast at the family convenience store and go to ya Tung department store for lunch. After work, I pass by Zhongxiao East Road and then go to Fe SOGO Department stores to buy some things. Therefore, instead of trying to surround the guests in one store, I'd better drive the whole business district." For this reason, happy go has tried to start from the perspective of business district management since last year. Taking the Banqiao business district project as an example, consumers can get extra rewards if they spend three times in different stores such as city'super, Far Eastern Department stores and the whole family in Banqiao business district. Indeed, the innovative plan received a great response, so the team made persistent efforts to cooperate with partners in retail, telecommunications, finance, catering, cinema and other fields, and copied the successful experience to all major business districts in Taiwan.

        Not only will the marketing scope be extended from a single store to the surrounding business district, but the marketing methods of happy go are also becoming more and more flexible, including punch in tasks, actual consumption, and even the use of specific payment tools, which can quickly accumulate points, and enlarge the use scope of points as much as possible to make consumers feel more comfortable.

                Among them, "payment" can be called the last mile of consumption. Far Eastern Group launched happy go pay in the second half of 2019. On the one hand, it aims to provide a convenient zero contact trading experience for cardholder, and on the other hand, it also makes marketing information more accurate. "At present, there are as many as 20 cooperative banks, almost including credit card issuers in consumers' pockets. However, there is still room for growth in the volume of card transactions." According to the analysis of President Liang, "from the perspective of consumer groups, 40% of VVIP customers use happy go pay, and their consumption amount is almost four times that of physical cards. This may be because high contribution guests are generally highly digitized. This year, we will strengthen the promotion, and hope that 60% of VVIP customers can use happy go pay, and further promote it to young, old and other ethnic groups." In addition to jointly launching point doubling, bonus coupons or lottery activities with banks to improve consumers' willingness to use, President Liang believes that the oral promotion of department store counter staff is particularly important, "If we can ask whether we can use happy go pay to pay while asking whether we have a happy go card, or if we can bind happy go pay when customers open SOGO Department Store app and Far Eastern Department Stores app, we can encourage more consumers to start using it, which is the focus of our active communication with the industry."

                Build three platforms to push up the growth curve

        President Liang is well aware that to stand firm in the rapidly changing digital age, it is not enough to win at the starting point, but also to accelerate the building of the next growth momentum. "In addition to expanding the membership market, we must transform into a leader in data integrated marketing (Martech) services." For this reason, President Liang plans to strengthen the functions of the three platforms of data, marketing and digital in 2022.

        "First, the data platform." President Liang pointed out, "the future is the era of data. Anyone who can understand consumers can grasp the key to the future." Happy go has long extracted and combed data from customers' consumption history, search records on apps or websites, and market survey questionnaires to gain insight into consumers' preferences and needs. Since 2015, it has provided annual reports to retail partners every year. These data will be integrated on the data platform to facilitate partners to instantly understand consumers' preferences and flexibly carry out marketing planning. "Of course, the collection and use of all data are in full compliance with laws and regulations, because we are also consumers. We all want to enjoy good services and maintain privacy, so we will make relevant plans." Liang president emphasized.

        　　 "Take the newly established Far Eastern Department stores in Zhubei as an example. According to the customer's accumulation point records and the face-to-face survey conducted by go survey in the surrounding areas, the customer satisfaction is as high as 86%, which can be said to be the new store with the highest satisfaction in the group over the years, and the return visit rate is expected to be as high as 91%. The respondents generally like its distinctive design, clean environment, excellent service, and some people suggest that mobile payment is very convenient. In-depth study It is found that 20% of consumers use happy go pay to pay, and nearly 60% of consumers use app. This proportion is consistent with our description of consumers in Zhubei area. Due to the relatively high degree of digitalization of the customer base, more digital tools can be used in communication to reduce the delivery of traditional media. " Data analysis can not only help physical stores understand consumer demand, but also help online operators grasp the future consumption momentum. Liang president further explained, "Despite the serious epidemic in Omicron, the go survey shows that more than 70% of the people want to go abroad, especially in Japan and South Korea. These data are very valuable for our existing contract special stores such as ezfly, booking.com and other tourism or booking website operators, as well as the D point operated by the Japanese NTT DoCoMo group and the T card jointly launched by the Japanese CCC group and us. If we can make preparations in advance and wait for the epidemic to stabilize in the future, Or when the epidemic prevention plan is more complete, business opportunities can be grasped in time. "

        With the data, we also need to use the correct marketing tools to accurately communicate with the target customer group. Therefore, the second platform built by President Liang is the "marketing platform". "We should make it very friendly, so that partners can deliver different messages to different customer groups in a customized way, so as to improve marketing efficiency. For example, some customers are suitable for communicating by email, some people use SMS, and some people can respond quickly on the app."

        Of course, in the digital age, "digital platform" is absolutely indispensable, and "happy go app" plays this role. "In the past, people saw the same message in the three newspapers, three wireless TV stations and other traditional media, but the app can communicate more efficiently. For example, select some consumers to send out preferential messages, and then push and broadcast early taste coupons or discount coupons for another ethnic group." In addition, the app is highly interactive and can get feedback quickly, "If you send a tweet in the morning, you can count the click rate of users in the afternoon, or send three different content at the same time, and then observe which one gets more responses. Even from the time consumers click, you can know their life. Some people are used to starting before 9:00 in the morning, some people browse during the lunch break from 12:00 to 13:00, and some users are busy until 9:00 in the evening."

                Consumers have limited time and attention. To stand out from many apps, except for preferential messages, there is no lack of knowledge in the configuration of pages and the planning of content. Liang President explained, "We all want to gain exposure and attract attention. We must often make major and minor changes based on the performance of the page. We also have to rack our brains on the content to cater to customers' preferences. For example, in order to celebrate the 70th anniversary of the group, we had to" point out tasks " We invited you to take 7000 steps every day to do public welfare and received enthusiastic response. Up to now, there are still 70000 or 80000 members going on; Sometimes we also use the mechanism of Russian roulette, flop vs. music and other small games to carry marketing information, or provide promotional activities and discount vouchers of nearby businesses through push broadcasting; In addition to the happy go card, the app also has a built-in "card +" function, which can store the membership cards of D point card, ocard, re red envelope and Vieshow cinemas. It also collects the news channel content of fashion and life tourism for everyone, and becomes a treasure chest of life carried by cardholders. " At present, the number of downloads of happy go app has exceeded 3.3 million. Therefore, the internal department can quickly obtain consumer feedback, promote the agility of marketing, and further tap the consumption pain points. It is observed that since the outbreak of the epidemic, the purchase of epidemic prevention supplies by the public has gradually moved from basic to personalized. Happy go cooperates with e-commerce to launch various masks and consumer products to meet consumer demand.

        In addition to providing consumers with perfect discounts and services, happy go's brand vision is actually to expand to the whole environment and society. Therefore, it has always spared no effort to invest in public welfare. It has not only cooperated with the electronic invoice integration service platform of the Ministry of finance to encourage everyone to bind cloud invoice vehicles to promote environmental sustainability, but also called on cardholder to donate points, donations and invoices for a long time, Last year, the "stay together with you" campaign was specially launched to send warmth to public welfare organizations. Vulnerable children were invited to draw pictures to convey their gratitude to medical personnel, and to mobilize the public to raise money. The efforts made step by step have won the recognition of the majority of cardholders. Although all industries were shrouded in the haze of the epidemic in 2021, the number of public welfare donations still reached a new high over the years.

                Just as president Liang said, "in the new economic era, the biggest challenge for happy go is not competitors, but how to embrace digital technology faster than partners, so that the service tentacles can accelerate their penetration into online, offline and cross industry areas, increase the partners' revenue and profits, and bring wonderful, convenient and warm services to people of all ethnic groups." Have you downloaded the happy go app, bound the happy go pay with the cloud invoice carrier? Come and enjoy happy go with us!

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