+13.3%
SALES / 10 ACTIONS
+5.13%
BASKET SIZE
8.9
INTERACTIONS / WEEK · +160%
▸ THE CHALLENGE
Strong in-store, but no digital differentiation.
Miniso leaned heavily on its in-store experience with little digital differentiation. Competitors had superior offerings, and there was no foundation for a highly engageable community.
The legacy loyalty program was also growing in cost — Miniso wanted to reduce that spend by exchanging earned points for play opportunities instead of pure discounts.
▸ WHAT WE BUILT
The MinisoLove Virtual Club — points become play.
"Hearts" currency exchange
Customers exchange loyalty points for play, earning Hearts to redeem for prizes, discounts, unique collections and money-can't-buy experiences.
Games, quests & missions
Free-to-play games, narrative-driven missions and challenges requiring store traffic and purchase — online and in the real world.
Commerce integrations
Enterprise Integrations Hub connecting VTEX for eCommerce and Aptos for CRM, marketing and the legacy loyalty points system.
▸ THE RESULTS
By the numbers.
+39%
increase over baseline customer loyalty.
62%+
of the total community participated repeatedly during the campaign.
+28%
increase in brand sentiment across the MinisoLove community.
+$1.47
in sales (+13.3%) for every 10 customer engagement actions in the program.
"It's not just a traditional loyalty program… the broader platform provides opportunities to interact, play with us, and complete powerful interactive challenges, games, activities, and more — both online and in the real world."
Arturo Tishman — Commercial Vice President, Mexico & LATAM at Miniso