Minso Love is the appreciation program with which they seek to give back to consumers.
The platform is designed to generate dynamic activity beyond traditional programs.
Users will be able to obtain exclusive prizes such as helicopter trips by participating in the dynamics.
There are various ways in which brands seek to thank their frequent consumers, reward loyalty and foster ties that have generated a brand to position itself within the preference of consumers, various companies have developed this type of strategy, being one of the more recognized reward points programs that certain banks usually offer for making purchases or transfers from their applications; however, it is now that this aspect is being taken to a new level and an example of this is what has been done by Miniso, which in recent days launched its reward program for the loyalty of its national consumers, with which it seeks to reward its buyers nationals a bit of that affection that the brand has perceived since its arrival in national territory.
Mirna Judith Oropeza Marketing Manager for Miniso Mexico, commented on the launch of “Miniso Love”, the benefit program with which the firm seeks to repay a little of the love it has received from the market and national consumers. The official launch took place on January 12 of this year.
In Mirna’s words, the program intends to cause great emotion within the Minisolovers community, since the strategy is intended as a way in which they seek to return all the love that the brand has received, so before the launch Mirna comments that due to the launch, there is a promotion with which Minisolovers, upon registering, will receive a 15 percent discount for their next purchase.
Derived from the ravages generated by the current pandemic, the firm experienced various complications that led the company to close various stores; however, it was announced that during the closing of the last quarter of the previous year the company registered a considerable increase in sales, even comparable to what was previously registered due to the pandemic. the project had been brewing for a long time, it is now that it is present.
For Miriam, this launch is a way of thanking her consumers; however, Miriam points out that it is not thought of as “a normal loyalty program, but rather that it had a little more”, this is because for the manager she considers the Misnislovers community to be extremely active, within social networks, dynamic and events.
Various companies seek to generate loyalty campaigns that benefit consumers for making purchases within certain sites and stores, some examples are cards that generate points for attending certain cinemas, or the payment of some percentage of purchase, for making certain transactions to through specific tools; however, for Miniso, the initiative is to take this appreciation of loyalty and interaction to the next level.
Miniso Love is intended as a way to reward the consumer, but it is not just generating a profit, since in the words of Mirna, the project will seek to be more interactive, since it is planned to generate games and missions that are launched throughout the months, likewise there will be various prizes for forms of experience, with which those who have believed in and made the brand grow will be rewarded.
Mirna points out that the rewards program is not only intended to generate sales, although this is a fundamental aspect of the strategy, but adds, “the part of having fun together is the next step we want to take, together with the great community that we have as a brand”.
One of the relevant changes within Misso’s strategy and with which they seek to separate themselves from the traditional way of loyalty programs, is the use of two different ways of generating rewards, “Hearts”, they are the official currency of the loyalty program. benefits of Miniso Love, with which you can open certain missions that are uncovered, within the application, as well as access special collaborations, in addition to being able to participate for specific prizes, Mirna Advance certain unique experiences, which can be accessed as flights by helicopter among others, just by being part of this project.
It should be noted that the dynamics and experiences will be granted to an active community within the platform; however, it will be possible to just generate “hearts” which will be exchangeable for products, just by constantly making purchases inside the store, with which it is intended in the future to be more similar to a social network than to a simple business reward program.