Vinda Malaysia bags FMCG Asia Awards for customer experience initiative

Its Drypers Baby Club launched a project to engage and retain its target audience.

Hygiene products company Vinda Malaysia took home the Customer Experience Initiative of the Year - Malaysia at the FMCG Asia Awards for its data-driven project that aimed to enhance connectivity with members of the Drypers Baby Club, the active online parenting club of its diaper brand Drypers.

Primarily focusing on mothers, the club created an integrated approach to all its key touchpoints to build, engage, and establish meaningful connections with its target audience.

One notable initiative in this approach is the launch of its Unique Code Registration system, where mothers can conveniently collect points online without the need for physical polybags. On the brand's website, members can enter the code from their purchase, and points are automatically rewarded to their account. These points can then be redeemed for products, gifts, and rewards from the Drypers Point Shop.

To further enhance the bond with their loyal customers, Vinda introduced a membership tier system, providing members with exclusive benefits based on their accumulated points. The three tiers—Gold, Platinum, and Diamond—offer various rewards to recognise and appreciate loyal customers, including point multipliers, referral points, welcome points, birthday points, and more.

Pregnant moms are a driving force, contributing a substantial 40% to the total recruitment of club members and playing a crucial role in the success of the Drypers diaper business. In recognition of their pivotal role, Vinda has unveiled the Pregnant Mom Corner this year—a dedicated space crafted exclusively for expectant mothers, offering tailored rewards curated for both them and their soon-to-arrive bundles of joy.

“The overarching goals encompass consistently rewarding, delighting, and exciting these members, with the ultimate aim of fostering conversion and ensuring long-term relationships throughout their motherhood journey,” the company said.

Organised by Retail Asia, the FMCG Asia Awards is a prestigious event that recognises the pioneers in the industry and celebrates excellence in introducing exceptional products or executing remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].