Highlands Coffee is Vietnam’s leading coffee chain, with roughly 1,000 stores and 8 million coffee drinkers across the country. As one of the most recognized F&B brands in Vietnam, Highlands has built a strong physical presence nationwide, serving a large and loyal customer base through both its traditional storefronts and digital channels.
The Challenge
Vietnam’s number 1 coffee chain. About 1,000 stores and 8 million coffee drinkers nationwide.
Highlands needed to:
- Convert anonymous drinkers into identified CRM members through personalized
gamification on Zalo OA and Mini App - Unify offline and online customer data in real time
- Grow lifetime value and retention with an omnichannel CRM program
- Run loyalty and rewards engagement with real personalization
- Read the O2O customer journey with analytics and AI predictive model
The Engagement
Three moves on the Growth Engine:
- Data Hub and 360 View: unified Highlands’ omnichannel data, Zalo OA and Mini App and
the loyalty platform into one live 360 degree customer view - Insights and AI: predictive segments powered the Zalo gamification with personalized
vouchers - Marketing Hub: one seamless omnichannel marketing and customer experience
The Result
Lucky Money Campaign, January to February 2025.