HAPPY GO 20th Anniversary Lights Up Vision with Happiness

        The point industry and membership management are becoming increasingly popular, from early convenience store point stickers, to bonus points in restaurants and department stores, and even point rewards through online virtual channels... In life, points are everywhere and everywhere. Fortunately, HAPPY GO Ding&Ding Management Consultants has already taken the lead in joint marketing, with the original intention of integrating the group enterprise in 360 degrees. It was established on October 22, 2004 and officially launched in January 2005, becoming the first "cross industry, cross channel, cross brand" bonus point platform in Taiwan, connecting Far Eastern Group's retail, finance, telecommunications, and transportation industries.

                HAPPY GO's 20-year four part plan to build a comprehensive high-value customer ecosystem for the group

        At the beginning of its establishment, HAPPY GO linked all Far Eastern Group customers with a membership card, establishing a membership economy model between the brand and consumers through points. Over the past 20 years, it has accumulated more than 11 million cardholders, with a penetration rate of over 50%. In other words, one in every two people in Taiwan is a member of HAPPY GO.

        Adhering to the brand spirit of "a little more happiness", HAPPY GO hopes to bring consumers not only accumulated points, but also happiness in the process of using points. As we enter the 20th year, we continue to expand the value of points, light up our horizons with happiness, and create richer, smarter, more exciting, and happier consumer experiences.

        In view of the booming development of membership point management in the market, HAPPY GO Ding&Ding Management Consultants, in collaboration with Marketing President Li Mingcheng, pointed out that "HAPPY GO is committed to closely connecting various industries of the group through points, giving back the richness and convenience of points to customers, and assisting the group's business map with membership management. To this end, in 2015, the market research consultant brands GO SURVEY and iCONNECT intelligent media services were established to assist the group's affiliates and brand customers in understanding customers and providing more accurate marketing strategies and competitiveness. In the second half of 2019, Far Eastern Group Retail has upgraded its new digital services, revamped the HAPPY GO App, and launched HAPPY GO Pay, providing cardholders with a more convenient zero touch service experience. It has also successfully reached high-quality customers who are young, high spending, and highly loyal, and has accumulated over a million high-value member bindings to date

                From the perspective of consumer groups, cardholders who download and use the HAPPY GO App have an average spending of 1.6 times that of regular cardholders, and those who use HAPPY GO Pay are more than 4 times that of regular cardholders. Among HAPPY GO cardholders, high contribution customers generally have a higher degree of digitization. In the future, we hope to provide better services and attract more high-value members through continuous digital transformation, "emphasized President Li Mingcheng.

        With the advent of the AI era, President Li Mingcheng is well aware that the rise of the digital wave is driving more diversified consumption patterns. Therefore, he has planned to invest in Martech digital technology in advance, using AI technology combined with marketing, data, and digital to create a new "CRM+member management value-added new service". He flexibly uses the three major tools of points+gold+coupons (points, HAPPY GO Pay, electronic discount coupons) to strengthen the adhesion between customers and brands, and assist brands in carrying out comprehensive strategic planning through flexible segmented marketing strategies.

        HAPPY GO shoots three arrows at once, heading towards a new milestone in the next 20 years

        Faced with the rapid changes in digital technology and the fiercely competitive member ecosystem, HAPPY GO has three major strategies as its corporate development goals. Firstly, we will continue to play an important role in consolidating the Far Eastern Group's member ecosystem, expanding cooperation with merchants both inside and outside the group, connecting the group's retail channels with a dense service network and appropriate amplification of point value, thereby driving the diversified development of partners in various fields such as retail, telecommunications, finance, catering, cinemas, etc., accelerating the penetration of service tentacles into online, offline, and cross industry categories, comprehensively integrating marketing, promoting the loyalty of group members, striving to introduce more high-value customers, and injecting the next wave of growth momentum into Far Eastern Group.

        Secondly, establish unique differentiation advantages and play the role of excellent data digital integration marketing experts. HAPPY GO has long been aware of the real name consumption trajectory of its members, continuously strengthening its data and digital marketing capabilities, integrating consumer data, sorting out the consumption patterns of millions of members, rapidly expanding the quality and quantity of Big Data, further understanding consumer preferences and needs, assisting the brand in consolidating existing loyal customers, as well as exploring more potential high-quality customer groups, and increasing the return on investment of its partners.

        Finally, in recent years, the global awareness of sustainability has accelerated, and HAPPY GO deeply recognizes that ESG has become an important indicator of business operations. Therefore, with the commitment of "no longer actively issuing HAPPY GO physical membership cards", the company will use digital transformation as a driving force for sustainable development, launch a dual axis transformation of digitalization and ESG, encourage downloading apps to replace physical cards, and bind cloud invoices as carriers to enjoy convenient digital experiences, as well as reduce plastic and carbon emissions and love the earth; In the field of public welfare, HAPPY GO has long attached great importance to social responsibility. Since the establishment of Taiwan's first "Walk with You" public welfare donation platform in 2007, HAPPY GO has partnered with ten major public welfare groups in Taiwan to encourage cardholders to develop the habit of donating points and spreading love. They set up automatic donation points every month and year, and can also bind cloud invoices to choose "invoice donation". On average, they raise more than 30 million points every year, transforming HAPPY GO's brand value of "happier" into practical actions, bringing countless joys to disadvantaged children, and spreading warmth to every corner.

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