Before supermarkets and hypermarkets became commonplace, there was the small but mighty mini market, which stocked all the daily essentials you would need; and provided the friendliest service you could ever find. But as society grew more affluent, mini markets gradually lost their place in the community. However, some managed to innovate and thrive, like Farley Group.
From a 2-shoplot mini market founded by Mr & Mrs Lau in 1988, Farley has expanded to 3 branches located across Sarawak in Bintulu, Sibu and Kota Samarahan. Today’s case study will discuss how Farley, a mini market, embraced mobile technology reinvented itself for the digital economy.
THE BUSINESS CHALLENGE
Now managed by the second generation, Farley Group has operations spanning across 6 different retail businesses — Supermarket, Department Store, Shoe Centre, Bakery, Cafe and Food Court. With such diverse goods and services available, it was important for the group to have a centralised customer database to understand their customers’ shopping behaviour to expand their business and drive revenue. At the same time, they needed to refresh their customer loyalty program to stay relevant in the digital economy.
We worked closely with Farley Group to implement a CRM platform that would offer valuable customer insights. Farley Group already had a loyalty program so we built on that foundation and created a mobile app to enable greater efficiencies for the business and convenience for their customers.
THE FARLEY CRM
This custom platform enables Farley Group to access better data and analytics, leading to improved customer support and smarter marketing strategies. Targeted SMS and app push notifications allow communication to a specific group of customers, based on their demographics, loyalty points and shopping behaviours. The next enhancement will include an automated marketing platform to assist in the efforts to capture new customers and retain loyal customers.
THE FARLEY LOYALTY APP
Our robust loyalty app took Farley’s existing loyalty program into the hands of thousands of customers. The app allows customers to:-
- Collect and check points on-the-go
- View new arrivals and latest promotions
- Track their shopping
- View the location of the nearest store
Since the launch of the app in December 2017, Farley Group has seen improved efficiencies, resulting in lower operation costs. By using the app, customers have experienced greater convenience in their shopping activities, thus increasing average order value (AOV) and purchase frequency.
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