When
and why did NDN consider launching loyalty
system?
We launched our first loyalty system in
2003 with clear objectives: strong reference
for loyalty retention and brand enhancement.
Our company has successfully accomplished
the objectives and provided clients with
valuable marketing tools.
Smart cards and kiosk
are used extensively in NDN's loyalty application.
What is the main focus in your loyalty program?
Accurate database and effective communication
channel. Through the loyalty program, we
are able to capture more accurate data and
have a better understanding of customer
preferences.
Launching a loyalty
program involves cost, such as technology
setup, promotion expenses. How will you
justify those initial investments?
Our clients collect membership fee for
their loyalty program, this actually helped
covering the setup cost. But what we do
really treasure in the loyalty program is
its intrinsic value, i.e. the value of data
from the members that we can fully utilize
with.
In terms of design and
implementation, what are the challenges
in the course of loyalty program?
The challenges are mainly the technology
and marketing aspects. For technology challenges,
we rely heavily on our partners for technical
issues. In regards of marketing, it is the
communication with clients on the issues
of implementation schedule, redemption terms
and technological support.
What will you expect
for the future trend of loyalty program
in Hong Kong?
Customers’ loyalty is important to any
company to retain brand value. We expect
loyalty programs will become more sophisticated
with improved customer profiling. Technology
will be the driver of new concepts and ideas
for future loyalty program.
How long has NDN developed
partnership with Acise? And what do you
think of Acise and our synergy effect?
We have been partners with Acise since
the California Red Karaoke project in the
late 2004. Acise has been a dependable problem-solver
for our technology issues. Whenever we encounter
technological challenges in system or action
plan, Acise team can provide professional
and accurate solutions to our problems. |
