Liquid Barcodes

Resources

Opportunities Abound in Asia

Paula Thomas, Chief Content Officer, Liquid Barcodes

03/12/2018

Saurabh Swarup

Saurabh Swarup, General Manager Asia Pacific, Liquid Barcodes

As the only two countries in the world that each boast over one billion people, both India and China are markets we watch closely to identify trends and innovation in the world of convenience retail. We’ve written previously about exciting developments in both markets, and recently took the opportunity to hear some insights in person from our very own General Manager for Asia Pacific, Saurabh Swarup. Having already attended the NACS Convenience Summit in Asia earlier this year, Saurabh was attending the USA NACS Show for the first time, this year held in Las Vegas. He took the opportunity to chat to Dan Munford of Retail Vision to share his insights on the future of retail in Asia and where he sees opportunities emerging.

Insights from India

With such a vast area under his leadership, Saurabh was excited about a number of countries whose population demographics bring important opportunities for any brand that notices the clear changes in the market. The markets that are most exciting for Liquid Barcodes right now include the Middle East, Malaysia and India – particularly with India projected to become the world’s most populous country by 2024, even surpassing China. Even more relevant is how young the Indian population is, with 70% of the population below thirty years of age. Saurabh highlighted how much consolidation there is in the market, with increasing overlap between the convenience and grocery sectors.

It’s also a country of incredible diversity, but one thing these digital natives share is that technology is simply not an optional or occasional channel they use, it’s the dominant channel through which they expect to connect with their favourite brands. Whether it’s stamps or coupons, communication or loyalty points, consumer’s relationships with their favourite stores is very quickly evolving from the traditional transactional approach to a more engaged and connected one.

Clearly convenience retailers that cater to the needs of these younger consumers are also safeguarding their future revenues, as digitally-savvy customers access more and more products and services directly on their mobile. One such brand that has truly embraced the digital channels so loved by customers is 24 Seven – a leading convenience retailer in the Indian market. We’ve written previously about the ideas and insights that are driving the brand’s investment in digital loyalty, and earlier this year, the team took the opportunity to celebrate their annual 24th of July celebrations with a unique and fun ‘brand day‘ and drive increased engagement with their customers.

From a positioning point of view, 24 Seven’s round-the-clock service is clear in terms of its promise to customers. This year, the idea was extended to create four days of fun and focused excitement around July 24th. A comprehensive campaign was planned in-store to drive registrations for the brand’s mobile app, led by games and giveaways as shown below.

24Seven India                  One of the Stunning Stores run by 24Seven India

The Results

Having soft-launched the app several months earlier, this was the first time that the chain of seventy four stores rolled out a comprehensive range of games and customer communications across all channels – both online and offline. And the results were fantastic.

The app was downloaded over 100,000 times, with over 67,500 in-store transactions completed. The games and campaigns included give aways (“Buy Five, Get One Free”), spin-the-wheel and scratch cards, as well as a refer-a-friend campaign which is always incredibly effective.

24Seven Campaign

Some of the fantastic 24 Rupee Offers from the 24Seven Campaign in July this year.

Key Learnings

These figures are incredibly impressive for any digital campaign. For this one in particular, achieving such engagement in just four short days was the most exciting result to see in action. Whatever strategy you use to captivate your audience, a soft launch followed by focused customer communications makes the most sense. It allows the technology to be launched and tested and also introduced to your staff to ensure they are trained to talk about the app.  It’s also critical to agree KPI’s in advance to ensure internal alignment on what success looks like.

Innovative brands like 24Seven have fully embraced the benefits of mobile for their network of stores, and now boast a direct communication channel to over 100,000 customers any time they choose – sending relevant and fun communications to them in the palm of their hand.

If you’re interested in exploring how simple, easy and cost effective it is to create a simple gamification campaign or loyalty programme in convenience retail, please check out our new pricing page on our website, or simply contact us for a full demonstration.

Campaign by 24Seven

Fantastic Results for the ’24Seven Raid’ Campaign by 24Seven – captivating customers  in India. 

About Us:

Liquid Barcodes is a leading global loyalty technology company specialized for the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

www.LiquidBarcodes.com

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant.

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer, as well as Avios – the global points currency for some of the world’s top airlines. I am also a judge for the Loyalty Magazine Awards. 

—————————————————————————————–


Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees this month and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app based incentive programs. […]

Blog post

Maxol Launches First-of-Its-Kind Loyalty App With FuelPay in Ireland

Maxol, Ireland’s largest family-owned forecourt and convenience retailer, announced it has launched a new customer loyalty app with never-before-seen features in the Irish market.   After more than a century serving Irish customers, Maxol’s 240+ stores and service stations are located throughout Ireland and have enjoyed global recognition for their best-in-class operations, store design and […]

Blog post

Delivering Personalized Content With Machine Learning and Image Recognition

Build personalized customer connections, improve efficiency, and make intelligent, data-driven decisions using machine learning and image recognition.   It’s 7:15 in the morning and a customer – Amy – is on her way to work. She is on the hunt for coffee and breakfast and stops at a convenience store. She opens her store app […]

Blog post

Sweet Tea and Coffee Subscription Beverage Programs Brew Recurring Revenue

As summer nears, consumers are turning their attention towards refreshing iced beverages and iced tea is a hot seller this time of year, especially when sold with a subscription beverage program. Sweet tea might be the quintessential drink of southerners in the U.S, but the rest of the country has developed a taste for the […]

Blog post

Circle K’s Use of Beacon Technology to Activate Car Wash Subscription Program

Beacon Technology and Car Wash Subscription Programs Beacon technology used in tandem with a customer-facing car wash subscription program revolutionizes the customer experience by providing a quick, convenient experience. Innovation is the key to continued growth and ensuring a frictionless customer experience should be top of mind for any retailer. Circle K’s vast global network […]

Blog post

Unlimited Car Washes!

Subscription programs for car washes are a hot trend in convenience retail.

Blog post

Car Wash Program Drives Sales for United Pacific

Car wash programs are revenue drivers for convenience stores and fueling stations around the globe. Making sure the process is convenient and cost-effective for customers increases traffic and drives in-store sales. Oftentimes, car wash units occupy a small corner of the lot and do not receive much attention. This is not the case for those […]

Blog post

Danish Railway Rewards Riders with DSB Plus

The Danish railway system, known as DSB, is going the distance to reward customers by partnering with convenience retailer 7-Eleven to deliver points towards food and coffee simply for riding the rails. Whether commuting or travelling longer distances, riders who join DSB Plus earn points whenever they travel within Denmark. DSB is an abbreviation for […]

Blog post

Subscriptions for the win!

Amazon Prime is, by nature, a subscription under the auspice of membership. Pay an annual fee, get 2-day shipping and exclusive deals. Amazon took it one level further with “Subscribe & Save” where you can get everyday – and not so everyday – items shipped to you on a regular schedule.  In the early days […]

Blog post

Customer Retention Program of Circle K Vietnam

As the first international convenience store brand to launch in Vietnam, Circle K has over a decade of expertise catering to the needs of the 96 million residents of this huge country, operating a network of over four hundred convenience stores each open 24 hours a day! So launching an outstanding customer retention program was […]

Blog post

Stinker Stores Named Best New Loyalty Program in the U.S.

        2021 Best New Loyalty Program  Stinker Stores’ new loyalty program offers multiple redemptions with a single scan and stands out with a gamification feature to keep customers engaged. This article is originally published on CStoreDecisions and written by Erin Del Conte | October 28, 2021 Stinker Stores, with 103 convenience stores across Idaho, […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes