Short-term and coalition loyalty collide in China

Spar Huaguan is a local retailer in China. It has multiple formats of stores including department stores, supermarkets, restaurants and other entertainment stores like cinemas and beauty shops. For the first time, Huaguan has integrated all its formats and created a coalition loyalty programme across all of its different formats to reward shoppers under the Huaguan banner. 

Huaguan has activated the programme to a high level with a variety of supplier collaboration promotions, massive in-store POSM, launch events, an cashier incentive plan and a one day, single-store launch event that was attended by more than 5000 shoppers!