“ICLP exceeded our every expectation with the development of the Genki Benefit Engine. This system has clearly made a difference to our bottom line and has provided us with the customer data analysis and insight we desperately needed. We look forward to ICLP’s ongoing support with the programme”.
Genki Sushi Hong Kong Limited
Introduction
Genki Sushiis a popular traditional Japanese restaurant that forms part of the sushi chain of food outlets throughout Hong Kong. There are two distinctive sushi brands under Genki Sushi: sen-ryo, targeted to high-end customers, and Genki, for the mass market. The restaurant is known for its fabulous service, varied range of food items and affordable prices.
Challenge
To achieve differentiation in a highly competitive market,Genki Sushineeded a customer relationship marketing strategy to improve customer data analysis, enhance member engagement and reward customers for their spending behaviour.
Insight
- Their previous reward programme lacked data collection; hence, there was no opportunity for real learning or insight about customers and therefore no future benefit in terms of applying this to create targeted communications and offers.
- With over 50 outlets, they also faced problems managing their large customer database effectively, so
ICLP provided consultancy to help define a new customer relationship marketing strategy and also develop a centralised database management system which would help create a single customer view.
- Modelling was needed around the right level of reward and benefit structure to help justify the investment in the programme.
- Obtaining 'local' stakeholder engagement up front was critical to the success of the initiative.
- The new loyalty programme provided greater insights into the entire customer experience and buying habits.
Deliverables
- Provided a complete solution; programme strategy consulting, data analysis, targeted promotions, marketing communications, recruitment strategy, call centre and operations strategy, tools to operation and reporting.
- Built and implemented a loyalty database management system,Genki Loyalty System. This system manages membership points, customer segmentation and profiling so that customers can be easily rewarded with relevant and personalised offers in real-time.
- ICLP built a tool at shop front,Genki Benefit Engine, which is connected to theGenki Loyalty Systemthat offers personalised offers and Lucky Draws.
- Specific card member segments were offered special services (superior dining experience) in restaurants which created a unique experience for the customer.
- Several targeted marketing campaigns were executed to increase buying behaviour and engagement to the programme.
- A membership website was created so that customers could manage profile data, track spending history and points accumulated.
- Improved and revamped theGenki Sushiwebsite to improve navigation and design. The website is also available in multiple languages.