Unifying Customer Data & Loyalty Across Business Units for One of the Largest Japanese Groups in Vietnam

About Our Client

Our client is one of the largest Japanese retail groups operating in Vietnam, known for its expansive network of shopping malls, supermarkets, and specialty stores. With a strong presence across multiple industries, the group operates various retail chains, convenience stores, entertainment centers, and e-commerce platforms, serving millions of customers daily.
To enhance customer engagement, loyalty, and data-driven decision-making, the group embarked on a digital transformation journey to unify its fragmented loyalty programs and customer data across all business units.

Challenge

Operating multiple business units under different brands posed significant challenges in customer data management and loyalty program integration:

Fragmented Customer Loyalty Programs: Each business unit operated its own rewards system, resulting in inconsistent customer experiences and engagement.
Siloed Customer Data: Customer data was scattered across different entities, limiting personalization and preventing a unified view of customer behavior.
Low Retention & Engagement: Without a centralized loyalty system, the group faced difficulties in building long-term customer relationships and driving repeat purchases.
Lack of Data-Driven Marketing: The absence of real-time insights made it challenging to optimize marketing campaigns and personalize customer interactions.

The client needed a strategic solution that would unify customer data, enhance loyalty management, and drive long-term engagement.

Solution

Kyanon Digital partnered with the client to strategically consult, architect, and implement a scalable loyalty and data management platform, ensuring seamless customer experiences across all business units.

1. Strategic Data Consulting & Centralized Customer Data Platform

Kyanon Digital conducted an in-depth analysis of the client’s data ecosystem and designed a centralized customer data platform (CDP) to:

Aggregate customer data from various business units into a single, real-time database.
Eliminate data silos, enabling a 360-degree view of customer behavior, preferences, and transaction history.
Enhance data integrity, allowing the group to implement AI-driven segmentation and predictive analytics for personalized marketing.

By consolidating data across all touchpoints, the client gained actionable insights that enabled highly targeted engagement strategies and optimized marketing efforts.

2. Unified & Intelligent Loyalty Program

Leveraging the newly established CDP, Kyanon Digital developed a centralized loyalty program that provided customers with a seamless and rewarding experience across all brands:

Single loyalty account allowing customers to earn and redeem points across multiple stores.
AI-powered personalization, where promotions and rewards are tailored based on real-time shopping behaviors.
A dynamic tiering system that incentivizes engagement and drives customer retention.

This unified loyalty structure strengthened customer relationships, boosted retention, and increased engagement across the group’s retail ecosystem.

3. Mobile App & Omni-Channel Engagement

To enhance accessibility and customer convenience, Kyanon Digital executed the development and optimization of the group’s loyalty mobile application, ensuring:

A seamless and intuitive user interface for earning and redeeming rewards.
Real-time notifications for promotions, discounts, and personalized offers.
Omni-channel integration, allowing customers to engage with the brand across in-store, e-commerce, and mobile channels.

By bridging the digital and physical shopping experiences, the mobile solution created a cohesive, engaging, and personalized retail journey.

The client needed a strategic solution that would unify customer data, enhance loyalty management, and drive long-term engagement.

Results & Business Impact

Kyanon Digital’s strategic consulting, data-driven solutions, and execution in development delivered significant outcomes:

Strengthened Customer Loyalty – The unified loyalty program deepened customer relationships, resulting in higher retention rates and satisfaction.
Enhanced Customer Engagement – AI-powered personalization and intelligent rewards led to increased customer interaction, boosting repeat purchases and brand affinity.
Improved Customer Experience – The user-friendly mobile app and real-time engagement features created a frictionless and rewarding shopping experience.
Data-Driven Decision Making – With centralized customer insights, the client optimized marketing campaigns, increasing efficiency, improving targeting, and maximizing ROI.

By unifying customer data and loyalty across all business units, the client successfully transformed its retail operations, strengthened brand loyalty, and positioned itself as a leader in customer-centric digital innovation.

Technologies and Tools

Services: Composable Architect & Integration, Middleware development, Data Integration, Data warehouse, analytics and visualisation, Mobile App development, UX/UI Design
Technology: React Native, Drupal, Azure