Proposed A Loyalty Program 3.0. Case Study: Morinaga Rewards Club

Abstract

Indonesia is predicted to become the fourth largest country by world GDP in 2050 by PWC. Human resources on the skills of Indonesian workers are essential factors. Individual workers must be in good health and not lacking in nutrients to achieve optimal productivity. Nutritional intake should start early or in the first thousand days of life. Unfortunately, the rate of stunting or malnutrition in children under five in Indonesia is still above the WHO standard average. The government has made several efforts, including prioritizing breastfeeding for children under one year of age. Baby milk nutrition companies such as Kalbe Nutritional, through the Morinaga brand, support government regulations and participate in nutrition education for babies under five years old. Through the Morinaga Rewards Club loyalty program on a digital application-based platform, Morinaga focuses on the target market of millennial mothers to provide nutrition education and child development. In order to provide a good user experience, the consumer journey at Morinaga is divided into acquisition, activation, and retention. The system integration approach with retail partners and retention modeling Loyalty 3.0 will be applied to increase the number of active users and consumer retention using the Morinaga Rewards Club application.