The first Loyalty platform for the Vietnam leading coffee chain
"Customer-centric" in all sales or optimization activities of the business, The Coffee House desired to develop their own mobile application. This was a pioneering decision that created many challenges because at the time of 2015, very less Vietnamese customers had the habit of ordering drink or food via apps, especially customers in the F&B industry. The first version of The Coffee House application was also required to be completed in a short, urgent time and with limited resources (human resources, budget,...). Therefore, The Coffee House chose to work with a digital experience and knowledge product partner to execute instead of building an internal team. In 2016, The Coffee House accompanied GEEK Up to build the first lean MVP (minimum viable product) version.
01Build an MVP version to evaluate the feasibility of the product
Instead of building an application with full functions as usual, the GEEK Up product team picked up features matching the brand's original goals as well as ensuring optimal resources and standards, such as create an account, accumulate member points, send notifications, update the nearest store's location.
02Enhance the loyalty experience program
With the point accumulation feature on the application, members of "The Coffee House" no longer must to use hard cards like before. Each customer transaction through the application would earn points. After reaching 20 points, customers were given 1 free drink and 10% discount. Selecting the number 20 ensured the optimal experience: it was not too large to make clients "to be frustrated" but just enough to motivate them to achieve their goals.
months from start the project to launch the product
downloads after 2 launching years
Positive impact after launching
The users' feedbacks with the first version of The Coffee House application was beyond expectations, then encouraged the brand leadership to continuosly invest heavily in the development of this application.
GEEK Up professional team has worked with us closely to develop our membership platform and bring a new customer experience to The Coffee House. We have put GEEK Up team under high expectation and the team were very quick to align with our vision, response to our insights & feedbacks, and collaborate with us to deliver an impactful product that transforms our digital channel. I highly recommend GEEK Up for anyone looking for a reliable partner for your digital strategy!