
Customers are the focal point that should be highlighted by every business because, without them, a company could quickly fail. Every organization needs to formulate a comprehensive plan to achieve its objectives, therefore, a good marketing strategy is an element that supporting the steps toward business success. And, there are two things should be involved in a good marketing strategy for building customer loyalty, they are retaining loyal customers and implementing a good system.
The client is one of the biggest companies in the Indonesian F&B Industry who wants to develop a loyalty program that rewards a user to earn points by various transactional activities. The company asked WGS to develop a web and mobile application that can be used to redeem point rewards by making transactions in their stores. This application provides e-vouchers, digital card member and also promotions to maintain loyal customers.
There are three roles involved in this application, as follows:
- Superadmin with back-end
This user is an account who looks after the management of all network in the system, including the create an assignment for user role and access to the features. - Store with desktop
This user has given limited access by the admin to open the application. - Customer with mobile app
This is a user who uses the system and is given limited access by the admin to open the application.
Here are some of the interesting features in this application, as follows:
Back-end
- Dashboard
The admin manages and views all data displayed on this page, including the users, access right, report, transaction and reservation data. - Customers
This page shows the list of users in the application with complete detail of personal information. - Promo management
The admin can create banners by filling the banner name and uploading its image and activate five banners. - Stores management
The admin can create a master store and a store including the location by filling in the form provided by the system. - Point rule management
In this page, admin can create and determine the minimum amount of transaction to earn points. - Voucher management
The page enables admin to create new vouchers and makes it as a promo that would appear on the promotion page. - Customer support management
All feedback from users are shown on this page and the admin can send reply for it in detail page. - Point management
The transaction code and payment receipt that has been uploaded by users will be approved by the admin on this page and the users will receive points afterward. - User management
This page allows admin to manage user access to the back-end for the staff.
Desktop
- Transaction at cashier
The cashier can click on scan QR and scan QR from customer mobile app application in the virtual card provided in the system. - Transaction at table
The cashier will see the list of tables that validate the transaction and click on the table they want to process to see the details. - Daily transaction report
The cashier can print the detail daily transaction report that has been saved by the system and prints it out for documentation.
Mobile
- My Coupon
A user can view available and expired/used coupon displayed on this page. - Ongoing check-in
When a user uses a coupon and the process is still going, it will be displayed on this page. - History transaction
This page displays all user transactions that have been recorded by the system. - Profile
The user can edit profile and verifiy the phone number on this page including viewing the user’s number of points and a brief description of the benefits of this loyalty program. - Reward catalogue
This page displays the reward catalogue filtered by brand plus the number of points a user can get from every coupon. - What’s on
This is the page where a user can see the news and promotion displayed by the system.
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Business Issue
Increasing business growth, retaining customers, and improving the brand’s reputation are some of the marketing strategies that need to be developed by a company.
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Business Solution
This application is one of the effective marketing tools which provides good rewards to help the company in retaining loyal customers.
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Lesson Learned
The company is not only selling goods and services but also attach benefits solely for the benefit of the customer.
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Benefits
Implementing a loyalty program that easy to access like this application sending a message to current and future customers that the product is building a mutually beneficial relationship with the customers.