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Cardless mobile loyalty system for Malaysian retailers

AvantiKumar | July 27, 2012
Mobile application, ChopInk, could revolutionise loyalty programme experience: Malaysian mobile solutions firm Werebits

ChopInk in Malaysia

PHOTO -  (From left) Lim Sin Khim, CEO of Wings Musicafe; Ho Heng Yew, marketing director Of Werebits; Teon Ooi, co-founder of ChopInk; Aida Noryati Abdul Muti, marketing manager of Gloria Jean's Coffees with Tan Hai Hsin, managing director of Retail Group Malaysia.

Malaysian mobile solutions firm Werebits has launched a cardless loyalty system for retailers, called ChopInk, which could replace paper-based loyalty stamp cards.

"Paper-based loyalty stamp cards are one of favourite loyalty marketing tools used by small and medium retailers but these produce very mixed results due to the analog nature of such cards," said Werebits marketing director, Ho Heng Yew. "Our goal is to give retailers a simple yet innovative solution to transform their occasional customers into super fans and frequent buyers while giving them the insights of who their regular and inactive customers are."

Ho said that bringing the loyalty cards online through a mobile application would revolutionise the loyalty programme experience for both retailers and consumers. "With ChopInk, retailers are able to know who their regular customers are and maintain a repository of their contact information for use in future marketing campaigns and reward programmes. They can decide what and how much they want to give away for their reward programme and how many loyalty stamps it would require for customers to receive rewards."

"Consumers can download the free ChopInk app on their iOS or Android smart devices and then ask for the QR code from the merchant when they want to pay, scan the QR code with the ChopInk app on their smartphone and they will receive their loyalty stamp," he said.

"What retailers need is a capable platform to manage their loyalty programmes, the analytics to help them measure success and low-cost technology to make it happen," said Ho. "Since mobile technology is becoming ubiquitous among consumers, it was the obvious choice for us to deliver the ChopInk service with smartphone apps. We believe ChopInk will see a strong take up with the retailers."

"With the highly competitive nature of the retail and particularly food and beverage (F&B) businesses here in Malaysia, it is vital that retailers know how to engage customers effectively on an on-going basis," said Retail Group Malaysia managing director, Tan Hai Hsin. "It is also important that they are able to go beyond capturing market share to retaining it."

"A number of retailers in Penang and Klang Valley have already signed up," said Werebits' Ho. "In conjunction with the launch, we are also announcing a joint promotional campaign with Gloria Jean's Coffees and Wings Musicafe. The first 500 Gloria Jean's Coffees guests who download the ChopInk app and use it at specified outlets will get a free cup of regular size Gloria Jean's Coffees beverages in the month of July. Likewise, the first 700 Wings Musicafe customers who use the ChopInk app will get a free cup of milk tea."


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