HAPPY GO drives AI to connect cross-border marketing

        In an increasingly diverse and fast-paced living environment, cross channel and cross scenario consumption patterns have become the norm. Consumers can not only shop online anytime, but also easily complete digital payments, making their behavior trajectory more dispersed; And it is even more difficult for enterprises to integrate these fragmented data and customer behavior patterns. This cover story will provide you with an in-depth analysis of how businesses can use artificial intelligence and Big Data to grasp a comprehensive consumption trajectory and truly understand consumer needs.

                Since its establishment in 2004, HAPPY GO has connected the diverse industries of Far Eastern Group, including department stores, hypermarkets, retail, finance, telecommunications, and transportation, to establish an integrated point ecosystem centered around members. It has also continued to expand its external partners, partnering with benchmark channels such as FamilyMart Convenience Store, Kingstone Hall, and VieShow Cinemas to accumulate cross scenario and cross dimensional member behavior data and establish cross industry data integration capabilities.

        Pioneering AI market research to drive market prediction and empower enterprise partners

        Based on long-term accumulated cross scenario membership data, HAPPY GO continues to deepen its membership management capabilities. It not only depicts customer profiles through data analysis, but also assists partners in understanding the lifestyle and value preferences behind consumer behavior. HAPPY GO Ding&Ding Management Consultants Joint Marketing President Li Mingcheng said, "Points are just the entrance, the real value lies in member management. We work with diverse partners and combine AI technology and AI agent capabilities to transform long-term accumulated member behavior data into real-time insights, making data analysis faster and more accurate. We further transform from a 'data collector' to a 'member management platform with intelligent analysis and decision-making assistance capabilities', helping industry partners see the full picture of customers and create more accurate member strategies. ''

        As member management enters the intelligent stage, HAPPY GO further deepens its customer insight capabilities, mining the consumption preferences and potential needs of different groups from cross industry and cross scenario consumption trajectories, further conducting "smart labeling", and automatically detecting changes in consumer behavior trajectories through AI to predict their next purchase intentions. For example, through multidimensional data analysis, customers can be divided into premium consumer groups, healthcare groups, maternal and child, and mature age groups. Further observation of the linkage between their cross scenario consumption can help estimate their recent needs and assist brands and industry partners in planning more contextualized member communication strategies in advance.

        However, the value of customer insight lies not only in understanding the behavior data of existing members, but also in seeing the contours of potential customer groups and changes in industry trends. Only by combining internal consumption data with external market observations can a more complete and forward-looking decision-making perspective be formed.

        Therefore, GO SURVEY, a market research consultant brand under HAPPY GO, has developed a new "market research process AI intelligent evolution" mechanism with "data" and "AI" as the dual axis core. It exclusively constructs AI intelligent collaboration modules and AI insight deepening modules to promote the comprehensive automation of the market research process. This not only effectively solves the pain points of traditional market research such as time-consuming and complex division of labor, but also greatly reduces the burden of human labor in the early stage, providing more efficient, accurate, and comprehensive market insight results.

                In addition to creating fast and accurate AI market research intelligent processes, GO SURVEY also brings three substantial changes to enterprise partners. Firstly, through the AI quotation model, the difficulty of reaching the target customer group can be quickly evaluated; Secondly, it can accurately target the market research audience and assist brands in establishing a research foundation that is closer to the market from the sample end; Finally, through AI Persona analysis, the audience profile is depicted in a panoramic and multi angle manner, allowing the brand to obtain a complete market research insight report. With this innovative application, HAPPY GO has won the gold award for "Best AI Business Marketing" at the 2025 DSA Digital Singularity Awards hosted by DMA (DMA), and has been recognized with the gold award in the "Business Marketing" category.

        Insight into Trends and Co creation of Far Eastern Group's Smart New Future

        In the rapidly changing environment, only by keeping track of customer trends in real time and combining AI market research to deeply analyze consumer trends can we seize the opportunity in the fiercely competitive market. Looking ahead, HAPPY GO will continue to focus on data, deepen its AI application and cross industry integration capabilities, and provide Far Eastern Group partners with a more forward-looking decision-making perspective. This year, the annual consumer white paper will also be released, integrating cross scenario data observation and market trend analysis results to assist group partners in creating a smart new chapter in Far Eastern Group's life circle under the strategic direction of "cross-border integration and moving forward".

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