Krungsri Consumer

 

Thailand's credit card market has lots of promotions so Krungsri Consumer Credit Cards (KSC) wanted to differentiate themselves by strengthening their already strong presence in the dining category. They built a digital rewards platform with an ad agency, food delivery apps, and restaurant partners contributing 1100 outlets. THB200 Baht (US$ 5.91) coupons or 25% discounts can be redeemed after enough digital bear stamps have been collected on the UChoose app. They won Best Loyalty / Rewards Program: Asia-Pacific at the virtual RBI Asia Trailblazer Awards 2021.

The number of smartphone users in Thailand has increased dramatically from 44% of the total population in 2017 to 75% in 2020, and it’s still growing. Correspondingly, KSC’s UChoose mobile application for KSC credit card members has also grown from 40% in 2017 to 80% last year.

Further growth has been added thanks to the UChallenge campaign and associated new loyalty platform, which uses ‘gamification’ techniques to encourage participants, especially desired youngsters, to collect enough digital bear stamps to redeem as rewards. The aim is to turn the financial UChoose app into a lifestyle one, increasing customer stickiness and engagement, while deepening and protecting the bank’s place in consumer’s everyday lives.

The campaign, which had two phases spanning a winter and summer theme, also brings existing KSC Dining offline customers online, reflecting the trend towards digitalization. A total of 70 dining partners, contributing 1,100 outlets, joined alongside various in-app food delivery options.

Participants included Starbucks, Grab, Food Panda, LineMan, Oishi group, Minor group, Central Restaurants Group (GRG) and so on. Many of them are competitors, so to get them all to sign-up is an achievement.

The campaign relied on co-operation between external ad design agencies and food partners, and internal parties to build the ecosystem. Internally, the bank’s digital marketing and UChooose mobile developer & user experience (UX) and interface (UI) team were heavily involved, alongside the data Intelligence / analytics team and the PR, legal, customer service & compliance units.

The UChallenge campaign united the Krungsri Consumer Credit card and its strong dining brand across all of its oeprating system and subsidiaries, which include Central Credit Cards, Tesco Lotus Visa, and Krungsri First Visa Credit Cards. The goal to create ‘One Krungsri’ was achieved. Visibility was amplified by using ATMs and social media like YouTube, Line Krungsri Simple, Facebook, and website ads. Offline branding by using envelopes, billing statements and so on was also undertaken to get participants. They succeeded in:

  • Increasing UChoose App usage: More than 362,000 clicks were made within 3 months of the campaign launch. It also drove 6,200 new downloads of the bank app, with the number continuously growing. Many were converts from the offline dining scheme, seeking automated instant digital rewards and gamification hits.
  • Increased engagment: Over the two UChallenge campaign phases engagement rose dramatically. The first winter collect bear stamps mission saw 77,000 accounts registered, many of which were existing digital customers but not all. This is way above the envisaged target by as much as +154%, while the second summer ‘Yummy U Bear’ phase hit a record 270,000 accounts registered, above the envisaged target by +376%. As a result, UChallenge was top ranked in registration campaigns in KSC’s UChoose app.
  • Dining sales growth: The campaign rewarded partners too, generating sales volume growth of +103% year-on-year (YoY) versus the old offline mechanisms, equivalent to THB1.2 billion Baht (US$33m). Originally it had only been expected to deliver a 30% growth uptick. Consequently, the cost v volume calculation was 0.59% of what was expected, giving the participants more bang for their buck.
  • Krungsri Consumer Credit Cards (KSC) were also HC: Highly Commended in the Best Loyalty / Rewards Strategy; and Best Credit Card Initiative categories at the Retail Banker International (RBI): Asia Trailblazer Awards 2021, which were held virtually on 7 October.  

-----------

The Retail Banker International Asia Trailblazer Awards is an annual platform that celebrates the best in class retail banking institutions and individuals for their innovative service offering and commitment to customer excellence.

If you would like to share your incredible consumer finance journey, then register for the 13th Annual Retail Banker International Asia Trailblazer Awards 2022 and submit your entry!