Highlands Coffee’s “Chill Hè Maldives” campaign using The Master Channel has yielded impressive results, offering Highlands Coffee the opportunity to maintain deeper interactions with customers, providing them with new and exciting experiences to build “brand love” and loyalty.
About Highlands Coffee
Highlands Coffee is a leading coffee chain in Vietnam, established in 1999. Besides offering a variety of beverages that suit Vietnamese tastes, Highlands Coffee also focuses on optimizing the experience and deeply connecting with customers. Continuous innovation helps Highlands Coffee maintain its position as the leading coffee chain in Vietnam.
As a prominent coffee chain in Vietnam, Highlands Coffee aspires to spread the heritage of Vietnamese coffee and enhance community value. To date, it has widely expanded with over 750 stores nationwide, owning a large customer base.
Highlands Coffee and the Challenge of Optimizing Customer Communication Costs Challenge
Highlands Coffee has millions of customers across its 750 stores nationwide. Annually, they spend billions on SMS to maintain relationships with customers, yet the effectiveness has not met expectations: customer experience is monotonous, difficult to measure, and promotions often run broadly, yielding low efficiency.
According to a survey, 76% of over 15,000 customers worldwide expect their interactions with businesses to be continuous and personalized (Salesforce – State of the Connected Customer). To move closer to personalization and optimize interaction experiences, businesses, especially F&B chains like Highlands Coffee, need to solve the challenge of guiding existing customers to a primary interaction channel – The Master Channel, typically Zalo. The Master Channel is a concept initiated by PhD. Dinh Mong Kha and the PangoCDP team in June 2022 and has been successfully applied to nearly 100 businesses.
Highlands Coffee aims to attract customer data to a single platform through the “Chill Hè – 100% Win Lucky Maldives Weekly” campaign. The goal is to build a significant follower base on Zalo, allowing Highlands Coffee to transition from SMS to an interactive platform, saving costs, improving efficiency, and making it easier to measure.
This transition not only optimizes communication costs but also enhances customer experiences through automation and personalization features, fostering deeper connections with customers to spark brand love.
How Highlands Coffee Implemented “Chill Hè Maldives” Campaign with The Master Channel
Highlands Coffee partnered with VietGuys and PangoCDP for the first time in July 2023, applying The Master Channel to operate a voucher distribution campaign via Zalo. This campaign achieved impressive conversion rates, laying the groundwork for the new “Chill Hè – 100% Win Lucky Maldives Weekly” campaign.
Implementing a voucher distribution and attractive reward campaign on Zalo, supported by a robust customer data platform like PangoCDP and VietGuys’ Zalo messaging system, was an opportunity for Highlands Coffee to convert offline store customers into meaningful data.
Campaign Implementation Steps:
- After purchasing a beverage at a store, customers receive a bill with a program participation code.
- Customers scan the QR code on POSM to access the “Highlands Chill Hè” Mini App, enter the received code, and click “Confirm” to start participating.
- Customers play a game by choosing their favorite fruit type and receive an instant discount voucher. This voucher is automatically sent to their Zalo account via Highlands Coffee’s Zalo Official Account.
- Customers have the chance to enter the Special Prize draw—Maldives travel vouchers worth 100 million VND by clicking on “REGISTER TO PARTICIPATE IN THE SPECIAL PRIZE DRAW” and waiting for the result in a Livestream hosted by Highlands every 10 days throughout the program.
- All vouchers from Highlands Coffee’s campaign for customers are stored in a gift wallet, making it easy for customers to use. Customers do not need to download any additional apps as this wallet functions like a mini-app on Zalo.
- Collaborating with Highlands, PangoCDP supports automated scripts to send reminder messages to customers to use their vouchers, helping increase redemption rates and significantly boost sales. Customers can also gift their vouchers to friends directly on the app.
- The enterprise’s PangoCDP system provides detailed reports. These metrics help retailers optimize campaign efficiency and prepare for future marketing strategies.
Key Results
The alignment between the campaign and promotional posts on Highlands’ fan page quickly created a “bill phenomenon” among Highlands Coffee fans.
The “Chill Hè Maldives” campaign was an outstanding success for Highlands Coffee, attracting over 2 million users interacting (opening the app) with a conversion rate to identified data of 56.9%, increasing more than 347,000 Zalo OA followers and achieving 2.9 times the set target in just 40 days.
These results give Highlands Coffee the opportunity to maintain deeper interactions with customers, offering them innovative and engaging experiences to enhance “brand love” and loyalty.
The “Chill Hè – 100% Win Lucky Maldives Weekly” campaign marks a significant first step for Highlands Coffee in transitioning to the digital environment to keep pace with changing customer interaction needs.
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