About Couple TX

Over the past 16 years, Couple TX has evolved into the “Brand of Love,” offering a diverse and high-quality product range tailored for young people, couples, and families.

From its humble beginnings as an online fashion store, Couple TX now boasts over 50 stores nationwide, consistently investing in textile technology and development.

Couple TX is not just another fashion brand. For 16 years, the company has heavily invested in research and development (R&D), applying advanced technologies to produce jackets with high-quality materials and unique features that meet the growing demands of young consumers. From the start, Couple TX has focused on integrating modern textile technology with functional, minimalist, and trendy designs—ensuring every product is not only stylish but also durable, convenient, and eco-friendly.

Challenge: Enhancing Customer Interaction

With a widespread store network and a strong customer base of young consumers, Couple TX owns an impressive pool of potential customers. However, regular interaction with these customers was not being fully leveraged.

One of the key reasons for this was the lack of an optimized communication channel.

Previously, Couple TX primarily relied on SMS to send notifications and promotional vouchers to customers.

While SMS can deliver information directly and promptly, it has limitations in content, lacks emotional engagement, and is essentially a one-way communication method. As a result, it’s difficult to create personalized or interactive experiences. Customers receiving vouchers via SMS often just save the code for later use without developing a deeper connection with the brand.

Additionally, the high cost of SMS posed a financial burden. Each SMS is significantly more expensive than messages sent via OTT (Over-The-Top) messaging platforms. When sending out thousands or even millions of vouchers each month, the total messaging cost can become a massive investment in the marketing budget—excluding the costs of vouchers and gifts themselves.

To reduce dependence on SMS and optimize costs, Couple TX saw the need to shift customer engagement to a more effective communication channel—The Master Channel, specifically Zalo.

With features like Official Account (OA) and Mini App, Zalo provides a seamless customer experience—from receiving visually rich, personalized notifications to easily searching, receiving, and managing promotional vouchers—all in one platform.

Zalo is now a powerful interaction channel, helping Couple TX build long-term relationships with its customers.

Upgrading the Voucher Drop Campaign with the “Couple TX Gift Wallet”

Instead of sending dry text and codes via SMS, Couple TX redirected customers to Zalo through Couple TX Gift – an intuitive and convenient “gift wallet” Mini App. Whether the campaign is mass or personalized, the voucher distribution process is optimized.

Mass Voucher Distribution

Customers who click on the CTA link in a message, social media post, or scan a QR code from in-store POSM materials are redirected to the “Couple TX Gift Wallet” on Zalo.

Here, all active promotions from Couple TX are clearly displayed. Customers simply need to follow the OA or fill in basic information to receive and manage all available vouchers.

In addition to Couple TX’s own vouchers, customers also have the chance to receive non-competing vouchers from other popular brands within the same gift wallet. This allows Couple TX to offer more attractive gifting options while effectively managing costs. At the same time, it provides a smooth user experience and helps grow OA followers.

Once customers follow Couple TX’s OA, the brand can easily send reminders to use vouchers before they expire, promotional updates, or customer care messages—all at a much lower cost than SMS, as Zalo UID messages are significantly more cost-effective.

Personalized Voucher Distribution

For campaigns targeting specific customer segments, The Master Channel’s system checks the customer’s phone number against Couple TX’s database. If matched, the voucher is sent directly via Zalo and immediately added to that customer’s Couple TX Gift Wallet. This enhances both security and the sense of personalized care.

To further engage customers, Couple TX also runs game-based campaigns built on Zalo Mini Apps. These require no app downloads or complicated logins, offering a seamless experience. The games are designed using Couple TX’s brand identity and incorporate product placements, helping reinforce brand imagery naturally in the customer’s mind.

After completing a game, players immediately receive results and are rewarded with a promotional voucher saved right in the Couple TX Gift Wallet. At checkout, customers simply present the voucher’s barcode to staff for scanning and redemption.

The entire process—from Zalo redirection, OA follow, interaction, game play, to voucher redemption—is tracked in real time via the CDP system. This provides a complete view of customer behavior and helps Couple TX effectively monitor, evaluate, and optimize future campaigns.

Results

Thanks to strategic thinking and smart channel transition through The Master Channel (Zalo), Couple TX achieved the following positive outcomes:

• Successfully redirected a large number of customers to Zalo, growing OA followers to 160,000 users.
• Reduced message-sending costs by 60%.
• Enhanced customer experience and engagement through Zalo features like the Couple TX Gift Wallet, reward games, and more.

These results not only helped Couple TX strengthen customer engagement and boost sales, but also demonstrated the brand’s commitment to building meaningful relationships—offering not only quality products but also an excellent customer experience.