Retail News CRM

Tag: consumer data

  • Hong Kong Bakery Brand Builds 30,000 Members Without Retailer POS Data

    Hong Kong Bakery Brand Builds 30,000 Members Without Retailer POS Data

    A century-old Hong Kong bakery and confectionery manufacturer signed up more than 30,000 loyalty members within six months by asking shoppers to scan supermarket receipts instead of relying on retailer point-of-sale data.

    Powered by the KlikNGo loyalty and CRM platform, the initiative took Gold for Best CRM Campaign at the DigiZ Awards 2026 in September after doubling repeat purchases and generating 47 per cent of the brand’s sales uplift.

    How receipt scanning bypasses the till

    Suppliers selling through Hong Kong supermarket chains, convenience stores and neighbourhood grocers have long operated with limited visibility of their end consumers. Trade promotions produce temporary sales lifts without delivering customer intelligence, while retailers typically treat transaction records as confidential. At the same time, younger shoppers have drifted toward artisanal and lifestyle food brands, weakening the impact of legacy brand familiarity alone.

    To capture shopper records directly, the manufacturer rolled out a mobile application built on the KlikNGo loyalty platform. Consumers register, buy goods at third-party retailers, and photograph paper or digital receipts. The software extracts the merchant name, branch location, purchase timestamp, payment method, and transaction number. It verifies purchases against approved retail partners while blocking duplicate claims.

    More than 10 major retail chains in Hong Kong are covered by the system. Members redeem accumulated points for tier perks, vouchers, gifts, and lucky draws. Outlet staff validate reward vouchers in real time using a separate merchant app, eliminating any need to integrate with supermarket registers.

    Customer profiling and media returns

    App downloads crossed 23,000 within three months of rollout. Shoppers uploaded more than 30,000 receipts over five months. Member mission completion rates hit 85 per cent, supplying profile details, purchase occasions, and product preferences to turn raw receipt data into targeted first-party segments.

    Direct data reshaped advertising spend. Targeted promotions to verified buyers improved media efficiency by 49 per cent. That allowed the brand to direct ad budgets against known consumption habits rather than buying broad demographics across Hong Kong media channels.

    The shift in supplier use

    Packaged goods makers across Asia face an altered balance of power with physical grocery giants like Dairy Farm and AS Watson. When brands collect store-level purchasing intelligence independently, trade marketing budgets move away from retailer listing fees and end-cap slots. Funds shift directly into proprietary engagement channels.

    Customer friction remains the primary operational risk. Asking shoppers to photograph physical receipts demands higher rewards than swiping a loyalty card at checkout. Redemption costs rise if mission completion drops or rewards fail to compensate for the manual step.

    Industry recognition followed the rollout. The initiative won Gold for Best CRM Campaign at the DigiZ Awards 2026, while platform provider KlikNGo took Bronze for Best MarTech for CRM. KlikNGo presents the Hong Kong case study at the Digital Marketing Asia conference in Singapore on September 22.

  • Supermom Raises S$18 Million to Expand AI Family Platform Across Southeast Asia

    Supermom Raises S$18 Million to Expand AI Family Platform Across Southeast Asia

    Singapore-based parenting network and consumer data platform Supermom secured S$18 million in Series B funding to expand its artificial intelligence capabilities across Southeast Asia. The round provides fresh capital to build out data infrastructure that links consumer brands directly to parents and family shoppers.

    The company runs a network connecting mothers and families with consumer goods manufacturers, market researchers, and retail brands. Its platform uses machine-learning models to analyze parenting behavior, product sentiment, and household spending habits, allowing brands to gather consumer insights and run targeted community campaigns.

    Scaling AI Across Southeast Asia

    Proceeds from the fundraise will fund product development and cross-border expansion. Supermom is building automated matchmaking tools that pair fast-moving consumer goods companies with verified parent communities across key regional markets, including Indonesia, Malaysia, and Vietnam.

    Regional marketing spend in the family and babycare segment continues to migrate away from broad social ad channels. Brand managers face higher customer acquisition costs on open networks, pushing marketing budgets toward closed, high-trust community platforms where purchase recommendations carry more weight.

    Brand Spending Shifts to Family Networks

    RetailNews Asia has tracked how consumer packaged goods giants across the region are reallocating retail media budgets to first-party data ecosystems. By controlling the channel from parent survey to direct product trial, platforms like Supermom offer brand clients measurable conversion metrics that traditional digital display ads miss.

    The company will now focus on rolling out localized data analytics suites for multinational consumer brands before entering additional Southeast Asian markets over the next twelve months.