Lawson China launching rewards points
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From next month, Japan’s Lawson China convenience store group will offer rewards points to shoppers at its outlets.
Points will be administered through the brand’s smartphone app, which already provides product information and discount coupons.
Each yuan spent is expected to earn shoppers 10 reward points, exchangeable for store credit, likely at the rate of 1000 points for 1 yuan (US15 cents).
Lawson has invested around $900,000 in Yoren, the Hong Kong-based developer of its app. As well as the points system, the duo has teamed up to analyse users’ purchases so the retailer can design sales campaigns and develop products.
Lawson is considering similar efforts in other foreign markets. The group’s overseas network exceeds 1000 stores, including locations in Beijing, Dalian, Shanghai and Wuhan, and is rapidly expanding in China via franchise deals, particularly in Shanghai where there are more than 300,000 registered users of its app.
Lawson will work with trading house Mitsubishi Corporation, which plans to become the retailer’s parent in January, to pursue a goal of having between 3000 and 5000 overseas stores by 2020.
Questions & Answers
Q.When will Lawson China begin offering rewards points to its customers?
When will Lawson China begin offering rewards points to its customers?
The Lawson China convenience store group will introduce rewards points for shoppers at its outlets starting from next month. These points will be managed using the brand's existing smartphone application.
Q.How will customers earn and redeem rewards points with Lawson China?
How will customers earn and redeem rewards points with Lawson China?
Customers will earn 10 reward points for each yuan spent. These points can then be exchanged for store credit, with 1000 points typically converting to 1 yuan in credit.
Q.What is the strategic purpose behind Lawson China's investment in Yoren?
What is the strategic purpose behind Lawson China's investment in Yoren?
Lawson has invested in Yoren not only for the points system but also to analyse user purchases. This data will help the retailer create targeted sales campaigns and develop new products for its customers.
Q.How many overseas stores does Lawson aim to operate by the year 2020?
How many overseas stores does Lawson aim to operate by the year 2020?
Lawson, in collaboration with Mitsubishi Corporation, aims to expand its overseas network significantly. The goal is to have between 3000 and 5000 international stores by 2020.