FMCG Loyalty App Success Story
Lee Kum Kee
Loyalty Program CRM
Customer Retention Analytics System
Customer Database System
Mobile App
Challenges within the FMCG Loyalty Landscape
Lee Kum Kee is a well known FMCG brand that sells a wide range of cooking ingredients such as soy sauce and foods. As sales run mainly through third party retailers and the audience is household consumers, the brand has limited visibility into who its customers are. Most existing members are also inactive. Lee Kum Kee needed a CRM led approach to understand consumer profiles and preferences and to build direct online engagement without a retail middle layer.
Onboarded about 30,000 members via offline-driven growth
5% of in-app product discoveries directly boosted purchase consideration
Built more complete member profiles that drive higher engagement
Taking You to the
Next Level of Success
The FMCG Loyalty App Success Story
Member Acquisition Through Offline Event Registration
Our team began by running an event where visitors could sign up as members with a standalone quick registration form. Upon registration, Lee Kum Kee staff would scan the registration QR code to record the membership as part of the registration process. New members could take a photo in the photo booth and print it as a sticker photo. Additionally, they could receive a free spicy hot sauce. This created a solid member base before the launch of the Lee Kum Kee FunCook member app.
01
FunCook Member App and Stamp Rewards
After the lead generation phase, we launched the LKK member app, FunCook application to drive ongoing engagement. Each completed mission earns a reward stamp that can be exchanged for free products in store. Members earn 1 stamp for daily check in, and special missions such as reading 5 recipes that award 3 stamps.
02
Community Growth and Member Referral
FunCook builds a community around everyday cooking. The Lee Kum Kee’s Community App offers a rich recipe library that members can search, view, and bookmark for later. Members share their finished dishes in a shared space with friends and family, which encourages repeat visits and word of mouth. This same sharing momentum drives growth through referrals. When a member invites a friend to join FunCook and the friend signs up, the referrer receives an extra 10 stamps. Community activity becomes organic acquisition while keeping costs efficient.
03
AI Recipe Suggestion
Beyond written recipes, members can take a photo of the ingredients they have at home. The Lee Kum Kee’s Community App AI recipe feature suggests suitable dishes based on what is on hand. This adds a playful layer of gamification and increases time spent in the app.
04
E-Commerce Integration
Our development team connected Lee Kum Kee’s online e-store to the app so engagement leads naturally to purchase. For example, after reading a recipe, a member who needs specific ingredients can open the product tab and purchase sauces or items directly.
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