Miniso is a global retail brand established in Japan in 2013 by entrepreneur Ye Guofu and designer Miyake Junya. Known for quality, affordable products ranging from household goods to cosmetics, Miniso operates over 4,200 stores across more than 80 countries. The brand caters primarily to younger consumers, emphasizing simplicity, intelligent consumer products, and a fine design aesthetic. Miniso Mexico’s MinisoLove Virtual Club is a gamified loyalty program, relaunched in 2023, that aims to redefine customer engagement by deepening relationships and enhancing community involvement through an interactive, technology-driven platform.
A finalist for the 2024 Loyalty360 Awards at this year’s Loyalty Expo in Orlando, FL, in the Technology and Trends category, taking home the Silver Award.
Mark Johnson, CEO of Loyalty360, spoke with Arturo Tishman Schaffer, Commercial VP, at Miniso Mexico, about the brand’s award-winning presentation, leveraging customer engagement in social media channels, and making innovation and technology the focus.
Can you give us a brief overview of your brand and your winning Loyalty360 Award entry from the 2024 Loyalty Expo?
Tishman Schaffer: Miniso is a relatively new retail global brand, operating for almost 10 years. In Mexico, we’ve been recognized as one of the top operations outside of China, creating a beloved brand with amazing engagement with our customers with the help of a “disruptive” loyalty program.
This recognition from Loyalty360 is a confirmation that we’re on the right track. We’ve had very good results, and we’re happy with what we’re achieving with our program.
Aside from receiving recognition for your success, what are one or two things you’re most proud of when it comes to your brand’s customer loyalty and experience efforts?
Tishman Schaffer: I have to start with our social media channels, where we built big communities with strong engagement. For example, on TikTok, we have nearly eight million followers. When we built our loyalty program, we wanted to take the engagement with our customers to a whole new level.
Even though the program is young, we’re seeing great results. We’ve built missions, special collections, gamifications, and prizes. We’ve seen positive results. For all those things, we’re proud.
What’s one piece of advice you would share with a similar brand or someone who looks to expand or enhance their customer loyalty initiatives?
Tishman Schaffer: Focus on innovation and technology. They’re the tools to provide deep connections to engage with customers. Also, it’s important to recognize your customers’ values and what they expect from you and then deliver on those expectations.
Briefly, what is the next exciting step Miniso Mexico plans to make in strengthening its customer loyalty strategies?
Tishman Schaffer: We want to continue to strengthen our program and let it mature. We want to understand what our customers perceive as having more value and work on that to grow.
We are very happy with the results, but we want it to become more mature, with a bigger community, while working on those items that create good engagement.
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To learn more about Loyalty360’s 2024 Loyalty Expo, the Loyalty360 Awards, and other award-winning programs, please visit LoyaltyExpo.com. Sign up to be notified of the next Loyalty360 conference by visiting: https://loyalty360.org/subscribe