Danny Lim, Senior GM at Robinson, said the programme evolved because the store wanted to communicate and interact better with its customer base than previous credit-card anchored loyalty programmes allowed. The application can be used by OCBC Robinsons Group Visa Card Members and Private Label Card Members and those signing up directly to the app, called ‘R-Listers’.
‘We really needed to have more flexibility to reach out to our customers in the way that best resonates and works well with them,” Lim told Inside Retail Asia. “So through Capillary, we undertook a couple of initiatives towards integrating our customer base. And today we’ve got a relatively much more robust programme that we are taking to the next level, year by year.’
“The mobile application has a lot of content in it that the consumer can interact with. They can look at the different brands available in the department stores, learn more about the brands and also understand where they are on the loyalty journey, how many points they have, and what they can do with those points.”
