Case Study: Vingroup achieves a unified coalition loyalty program and improved member engagement with Comarch

Vingroup - Customer Case Study

Vingroup, one of Vietnam’s fastest-growing conglomerates, wanted to launch the country’s first coalition loyalty program but faced fragmented subsidiary schemes, low member activity (only ~30% using cards regularly) and concerns about personal data protection. Vingroup engaged Comarch’s consulting services to create a unified loyalty solution and address the poor data quality and inconsistent rules across businesses.

Comarch developed the concept and full program documentation for the Vingroup Card (launched January 12, 2016), recommending easy point accrual/redemption at checkout, a two-tier status model (regular and VIP), and a migration and communication plan for existing members. Delivered in three months, Comarch’s solution has been adopted by Vingroup’s board, improved program clarity and data foundations, and established the platform and processes needed to raise member engagement and deliver measurable marketing value.

Vingroup

Trần Anh Tú

Specialist