Case Study: Farley Group

Case Study: Farley Group

Before supermarkets and hypermarkets became commonplace, there was the small but mighty mini market, which stocked all the daily essentials you would need; and provided the friendliest service you could ever find. But as society grew more affluent, mini markets gradually lost their place in the community. However, some managed to innovate and thrive, like Farley Group.

From a 2-shoplot mini market founded by Mr & Mrs Lau in 1988, Farley has expanded to 3 branches located across Sarawak in Bintulu, Sibu and Kota Samarahan. Today’s case study will discuss how Farley, a mini market, embraced mobile technology reinvented itself for the digital economy.

The business challenge

Now managed by the second generation, Farley Group has operations spanning across 6 different retail businesses — Supermarket, Department Store, Shoe Centre, Bakery, Cafe and Food Court. With such diverse goods and services available, it was important for the group to have a centralised customer database to understand their customers’ shopping behaviour to expand their business and drive revenue. At the same time, they needed to refresh their customer loyalty program to stay relevant in the digital economy.

Our co-founder discussing the app benefits with shoppers

Our co-founder discussing the app benefits with shoppers

The solution

We worked closely with Farley Group to implement a CRM platform that would offer valuable customer insights. Farley Group already had a loyalty program so we built on that foundation and created a mobile app to enable greater efficiencies for the business and convenience for their customers.

Customers learning how to use the app

Customers learning how to use the app

The app received great reviews from customers

The app received great reviews from customers

The Farley CRM

This custom platform enables Farley Group to access better data and analytics, leading to improved customer support and smarter marketing strategies. Targeted SMS and app push notifications allow communication to a specific group of customers, based on their demographics, loyalty points and shopping behaviours. The next enhancement will include an automated marketing platform to assist in the efforts to capture new customers and retain loyal customers.

Soft launch with shoppers

Soft launch with shoppers

The Farley Loyalty App

A robust app to encourage customer loyalty

A robust app to encourage customer loyalty

Our robust loyalty app took Farley’s existing loyalty program into the hands of thousands of customers. The app allows customers to:-

  • Collect and check points on-the-go
  • View new arrivals and latest promotions
  • Track their shopping
  • View the location of the nearest store

Since the launch of the app in December 2017, Farley Group has seen improved efficiencies, resulting in lower operation costs. By using the app, customers have experienced greater convenience in their shopping activities, thus increasing average order value (AOV) and purchase frequency.

Thousands downloaded the app on the spot

Thousands downloaded the app on the spot

The team behind the successful launch

The team behind the successful launch

Some statistics

Some statistics

Get it on Google Play  Download on the App Store

Customer reviews

Juita Othman

“It helps to track my expenditure in every detail! Easy to track my points and some more, CAN CREATE SHOPPING LIST too!!!”

Lily Ting

“The features is nicely, all the promotions, redemption can be get on live any time any where you at. It’s bring convenience for us. Thanks you Farley”

Tracy Florita

“Salute for those who create this excellent apps/system. I really love the way this apps can see our receipts/shopping history”

Ngui Yew Sung

“First In Sarawak…. Love the interface , convenient and user friendly.”

CK Yap

“So convenient to just pull out my phone and show the cashier the barcode to credit points from my purchases into my account. It works even without the internet.”

Abg Rizal

“X perlu bawa kad lagi, scan kat apps dah cukup”

Written by

Joanne Chow is a freelance content strategist for Shoppertise. She spent a good 8 years as a full-time advertising slave before calling it quits to spend more time with her bubbly little boy. Organic food, natural skincare products and socially sound business practices keep her inspired to do more good with her words. Although Joanne resides in a different timezone and works mostly when the rest of us are asleep, she finds great satisfaction in being a part of a team that is determined to have fun while chasing dreams.