O2O Retail Membership App Example
MUJI
Loyalty Program CRM
Voucher Management System
Mobile App
Challenges of Muji’s Outdated Membership App
Muji was using a traditional membership platform (Muji Passport) with a dated interface. The Hong Kong and Macau teams decided to revamp it for their markets to improve member engagement. Members struggled to see their points, and offline to online syncing was unreliable because many customers shop in store. This hurt brand perception and limited engagement. Muji set out to redesign the loyalty app and deliver a simplified, truly omnichannel journey.
Improved member convenience and satisfaction with the new UI and functionality
300,000+ New App Download within 6 months
More than 90% Reward Redemption Rate within 6 months
Taking You to the
Next Level of Success
The O2O Retail Membership App Solution
Muji App Loyalty
and CRM Revamp
With the new Muji App, customers earn points across online and offline channels. In store, they scan an e-membership card at checkout to collect points. On birthdays, members can earn double points on their first transaction during their birthday month.The result is a simple, rewarding flow that lifts participation in the loyalty program. Members can also easily check their current points balance and see which rewards they can redeem with the revamped CRM app.
01
Points to Voucher Redemption with Full Tracking
Members redeem points to cash vouchers inside the app. For example, 2,000 points unlock a $20 voucher with three months validity. The voucher management system tracks generation, distribution, and redemption in one backend, which reduces misuse and gives the team clear visibility for reporting. The new design also adds a clean voucher wallet where members can see both remaining and expired vouchers, functionality that wasn’t available in the previous Muji Passport app.
02
Real Time Inventory and O2O Product Discovery
Muji app shows the item availability with clear statuses such as no stock, low stock, and available. It also includes a complete online product catalogue with images, details, and pricing. Customers can browse or search the catalogue, then tap to buy in the online store or find items in store. In store, members can scan product barcodes to open the same product page in the app, keeping information and availability consistent for a smooth O2O experience.
03
In App Event Registration
Members can discover upcoming Muji events and register directly in the app. Profile data is prefilled so registration is quick. Participation records flow into the event dashboard for simple management and follow up. The Content Management System (CMS) add-on also provides a centralized events and campaigns hub, giving members a holistic view in one place.
04
End to End Data Integration
Transactions flow from POS to ERP to the CRM for accurate points collection. Payment history and point usage appear in the app so members can track their activity. These data signals help Muji identify active members and VIP segments for future campaigns and personalized outreach.
05
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and enhancing customer retention.