About Ampersand Management
Ampersand Management Co., Ltd. (commonly referred to as Ampersand) is one of the most dynamic and impressive business investors in the F&B sector in recent times. The well-known F&B brands managed by the company in Ho Chi Minh City and Hanoi include The Running Bean – Coffee & Brunch, Be An Vegetarian Café, Esta Saigon, Haagen-Dazs Ice Cream, Snowee Gelato, and Le Petit Bake & Cake…
With a commitment to delivering superior quality F&B products and services, Ampersand believes that culinary experiences go beyond offering meticulously crafted, aesthetic, and distinctive food and beverages. They aim to create spaces where like-minded souls can connect, fostering bonds and spreading positive inspiration through food. Ampersand aspires to nurture a love for life, people, and the world around us.
Challenges
To achieve this paramount goal, Ampersand aims to establish a comprehensive customer relationship management system, not only within its restaurants but also across every online touchpoint, ensuring a seamless interaction journey between customers and the company’s products and services.
More than anyone, Ampersand understands that connecting with and retaining customers requires the harmony and progression of emotional experiences—winning their hearts to foster and strengthen their loyalty to the brand. Ampersand has partnered with The Master Channel to launch a series of campaigns focused on optimizing each touchpoint and elevating the customer experience. This reflects their dedication to valuing customers through every interaction and transaction.
*Launched in June 2022, The Master Channel is a concept pioneered by PhD. Đinh Mộng Kha. It is defined as a methodology and toolset designed to elevate marketing campaigns through Zalo, centered on four key pillars: Channel, Experience, Warm, and Educate. By integrating The Master Channel into their marketing efforts, businesses can easily achieve their goals of data collection and fostering long-term customer engagement. This is made possible through its creative, fast, and innovative approach to campaign execution, including sample and voucher distribution, Gamifying The Master Channel,…
Ampersand Implements The Master Channel Solution to Enhance Customer Engagement
Starting in November 2023, Ampersand partnered with The Master Channel to launch campaigns such as voucher distribution combined with automated, personalized birthday greetings sent to customers via Zalo. These initiatives have gradually expanded into diverse campaigns aimed at optimizing customer experiences and strengthening ties with the business, including Membership Customer Care and welcoming new members.
Building Brand Loyalty Through Membership Customer Care Campaigns
Ampersand introduced QR codes at restaurants like The Running Bean, Be An Vegetarian, Snowee Gelato, and Häagen-Dazs. Customers join the program by scanning the QR code, filling out their details, and following the brand’s Zalo Official Account (OA). Each transaction at the restaurant allows customers to earn reward points proportional to their spending by providing their phone number to staff. Once a certain point threshold is reached, customers can unlock rewards, encouraging repeat visits to the restaurants.
All reward points are stored in Ampersand Rewards, a Zalo Mini App integrated into the platform. Customers can easily check their accumulated points without the need to download an additional loyalty app.
From the initial interaction with the brand’s Zalo OA, new customers are welcomed with a Welcome Gift, such as vouchers or gifts redeemable at the store. This encourages them to visit the store and make purchases.
Beyond attracting new customers with enticing vouchers, Ampersand extends the customer journey through automated messages reminding loyal members of their tier upgrades. Ampersand’s thoughtful approach to customer care strengthens the connection with loyal customers and increases Customer Lifetime Value (CLV). Gold and Diamond tier members enjoy exclusive privileges, such as 10% cashback on bills, special occasion gifts, and more.
Enhancing Engagement with Automated Messaging Scenarios
Collaborating with The Master Channel provides Ampersand with a comprehensive automation solution for sending birthday greetings, survey invitations, and thank-you messages post-purchase. This helps optimize operations and conserve resources effectively.
Birthday Greeting Messages
Using birthday data collected via loyalty program registration forms or in-store interactions, the PangoCDP customer data platform automatically filters a list of customers with birthdays in the upcoming month through its “Segmentation and Automation” feature. This capability allows marketers to quickly segment customers—such as grouping them by birth month—without dealing with complex data processing. From here, personalized voucher codes are created and sent along with birthday greetings via Zalo and SMS. This not only personalizes the customer experience but also strengthens the connection between the brand and its customers.
Post-Purchase Survey and Thank-You Messages
After every transaction, customers receive a thank-you message along with an invitation to participate in a survey about their purchase experience. Customers are encouraged to share feedback to improve services and products. This automated scenario helps the business gather valuable insights while demonstrating care and appreciation for its customers, fostering long-term engagement.
Additionally, customer identification data collected on the Zalo platform serves as a rich resource for future re-engagement campaigns, helping businesses “warm up” relationships with customers.
Voucher Distribution Messages
Ampersand uses The Master Channel to distribute vouchers, aiming to attract customers to its restaurants by offering promotional vouchers via Zalo channels. This strategy reduces communication costs and streamlines the voucher issuance process, increasing campaign efficiency and fostering long-term customer relationships.
The vouchers are stored in the Gift Wallet, a Zalo Mini App developed by Ampersand, allowing customers to easily access offers without downloading additional apps. By leveraging the Zalo OA channel for automated interactions, the brand encourages customers to redeem vouchers and make transactions at its restaurants.
Results
Through collaboration with The Master Channel—coupled with the unwavering commitment and transformation efforts of the Ampersand team—we achieved remarkable results in 2024:
Over 80% Growth in Zalo OA Followers
With campaigns launched in partnership with The Master Channel, Ampersand successfully attracted over 80% more new customers to follow its Zalo Official Account (OA). This growth established a loyal customer community, enabling seamless interaction between the brand and its audience.
More Than 193,786 App Opens
Another impressive result was over 193,786 app opens, demonstrating the campaign’s success in capturing attention and fostering long-term customer engagement with the brand.
Over 91,233 Customer Interactions
The campaign not only increased Zalo followers but also generated more than 91,233 customer interactions. This reflects strong interest and positive feedback from customers, ultimately strengthening brand loyalty and customer attachment to Ampersand.
