Dairy Farm Group Accelerates Digital Transformation to Connect Customer Experiences Across 2,000 Physical Stores

Dairy Farm Group Accelerates Digital Transformation to Connect Customer Experiences Across 2,000 Physical Stores

Singapore – 17 November, 2020 – MuleSoft, provider of the world’s #1 integration and API platform, has announced that Dairy Farm Group is using MuleSoft’s Anypoint Platform™ to unify its customer loyalty experience across over 10 household brands in more than 2,000 stores in Hong Kong and Macau. By leveraging Salesforce and Tableau, Dairy Farm has made it easier and more convenient for customers to earn points, access and redeem rewards by connecting all its brands and coalition partners on its single digital rewards club called yuu – building stronger brand loyalty.

“yuu is Dairy Farm Group’s first digital rewards club that seeks to bring exceptional value, quality and convenience to Hong Kong and Macau customers all through a single app,” said Crystal Chan, IT director, Dairy Farm Group. “With MuleSoft, we are able to connect different systems from multiple brands using an API-led approach to roll out new services in a reduced timeframe. With an omnichannel customer experience across all our brands, we can better manage each customer’s journey and their preferred communication channels with Salesforce Marketing Cloud.”

Leading Pan-Asian retailer increases project delivery speed

Dairy Farm Group is a leading Pan-Asian retailer that operates over 10,000 outlets with 230,000 employees. Dairy Farm Group recently launched yuu, Hong Kong’s biggest digital-first rewards club. Previously, consumers had to access several applications and physical cards to reach loyalty programs for different brands. Dairy Farm Group chose MuleSoft to bring yuu rewards to life with a single connected application and improve the customer experience.

Dairy Farm Group built reusable APIs with MuleSoft’s Anypoint Platform to connect its more than 50 internal and external systems, including various point of sale (PoS) and e-commerce systems, to create synergy between its online and offline channels – and most importantly enabled real time customer experience while they shop with brands. These APIs can easily be discovered and reused for future projects, enabling the retailer to deliver new customer experiences faster each time by increasing both IT and line of business productivity. Since implementing Anypoint Platform, Dairy Farm Group has accelerated the modernization of its application development processes and significantly sped up project delivery time.

Dairy Farm Group delivers seamless customer experiences to deepen loyalty

Dairy Farm Group is also leveraging Salesforce Marketing Cloud to easily publish more timely and tailored content, news, and promotions to fit customer preferences. To draw actionable insights across the rewards program, Dairy Farm Group is using Tableau as a visualisation layer to analyze and identify trends across its banners. Dairy Farm Group was able to build dashboards with Tableau for the organization to stay up to date on the yuu rewards club and continuously improve the customer experience.

Dairy Farm creates future-proof way to accelerate innovation with API-led connectivity

With an API-led approach, Dairy Farm Group can introduce new digital innovation in a future-proof way that turns IT assets and processes into composable building blocks. As a composable enterprise, the retailer can develop new applications in a fraction of the time it took in the past and improve time-to-market for new apps and initiatives moving forward. As the yuu rewards club continues to grow, Dairy Farm Group can continue to provide more value to its customers by creating new in-app features and innovative experiences.

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