Delivering partner value in coalition loyalty: The power of brand, data and technology
Abstract
This paper examines the strategic role of coalition loyalty programmes in driving sustainable business growth through shared brand, data and technology, using the yuu Rewards programme in Hong Kong as a case study. Coalition loyalty models differ from single-brand schemes by connecting multiple brands within a single reward platform. The paper highlights how yuu successfully created a strong brand identity, achieved scale and delivered measurable value to its partners. Key findings show that shared data can unlock advanced segmentation, cross-partner personalisation and new customer acquisition opportunities. Through examples of targeted campaigns and cross-partner engagements, this paper demonstrates that coalition participation enhances customer engagement and retention and generates greater value than any partner could achieve on its own. Coalition loyalty has evolved beyond a simple marketing tool into a collaborative ecosystem that drives incremental sales through data-driven insights and partner collaboration. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.
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Author's Biography
Martin Lam is the former Customer Insights Assistant Manager at yuu Rewards, part of DFI Retail Group. He applies data science to analyse shopping behaviour and help businesses build stronger customer engagement strategies. His expertise includes customer segmentation, predictive and attribution modelling and recommendation engines. Martin focuses on transforming data into actionable insights that enhance customer loyalty, optimise marketing effectiveness and drive business growth.
Philip To is the Head of Customer Insights at yuu Rewards, part of DFI Retail Group. With over 10 years of experience in analytics, customer relationship management and customer insights in the retail industry, he leads the development of analytics strategies that drive data-informed decision making. Philip is responsible for defining business metrics and collaborating with cross-functional teams to integrate analytics into business operations, enhancing customer engagement and optimising commercial outcomes.
Wee Lee Loh is the Group Chief Digital and yuu Rewards Officer for DFI Retail Group, where he oversees the group’s digital business, spanning e-commerce, omnichannel experiences, retail media and retail analytics. Under his leadership, the group is not only developing the businesses vertically, but also enabling the usage of customer loyalty data to power retail media (advertising), data insights and data monetisation.
