DMA HK: Nichebox's Fiona Tin on rethinking the loyalty experience

During times of economic uncertainty, trust becomes a powerful differentiator. The 2025 SCMP Annual Brand Survey reveals that six in ten consumers remain loyal to brands they trust, a figure nearly six times higher than for brands perceived as less trustworthy—often due to inconsistent product or service quality. 

At the same time, customer expectations are evolving at an unprecedented pace, driven by technology, personalisation, and a growing desire for more meaningful brand relationships. In this new reality, traditional loyalty programmes—built around points, tiers, and discounts—are no longer enough. Today’s consumers want more than just rewards; they’re seeking recognition, relevance, and emotional connection.  

In conversation with MARKETING-INTERACTIVE, Fiona Tin (pictured), regional director of Northeast Asia and Oceania, Nichebox, said the biggest change post‑pandemic is that loyalty has become defined by recognition and meaning far more than by points or discounts.   

For a brand such as Clive Christian, positioned as the pinnacle of British perfumery with a royal heritage dating back to 1872, loyalty is less about frequency and more about identity, she said. “Our clients may only purchase once or twice a year because the fragrances are true investments — but they expect the relationship to last all year. What they seek is not simply a scent, but a reaffirmation of their identity through our heritage, our craftsmanship, and our values as a house.” 
 
“That is why loyalty for us is built on storytelling about artistry, guidance on fragrance rituals, education about the evolution of our creative world, and, crucially, consistently demonstrating the highest standards in perfumery,” she added. 

This approach is especially vital in mature markets such as the Middle East, where fragrance connoisseurs are both highly knowledgeable and deeply discerning, she said. In these markets, the ability to honour tradition while showcasing the brand’s evolution is what ultimately earns long-term respect and emotional connection. 

Time based VS lifecycle-triggered campaigns 

Tin said the difference between time‑based campaigns and lifecycle‑triggered engagement is like the difference between shouting into a crowd and speaking directly to a friend.   

“Time‑based campaigns are blunt. Everyone gets a Christmas or Valentine’s Day message, no matter their actual situation. They create spikes but rarely drive depth.” 

On the other hand, lifecycle‑triggered engagement is sharper and more personal, she said. “In perfumery, it could mean reconnecting after eight to twelve months when a fragrance is naturally running low. In FMCG, it might mean recognising that a weekly snack buyer is ready for a multi‑pack. The cadence is entirely different, but the principle is the same: respond to the client’s timing, not just the calendar.” 

However, Tin acknowledged that data privacy remains a challenge. Brands must increasingly rely on signals customers willingly share—such as preferences shared during consultations, event attendance, or self-reported gifting occasions. 

 “When those signals are used to offer real value — education, storytelling, or curation — customers see the benefit and trust grows. Trust is the bridge between data and intimacy.”   

This strategy becomes especially powerful in the context of gifting, a cornerstone of the fragrance category, she said. At Clive Christian, fragrance is seen as an essential prestige gift for occasions such as Eid or weddings in the GCC. In Asia, perfume gifting is often tied to personal milestones—weddings, graduations, or romantic celebrations such as Valentine’s Day or Qixi in China. 

“By recognising these lifecycle triggers, we can engage differently: not with “Do you need more?” but with, ‘Here’s how to express meaning and identity when you gift this fragrance.’ That creates loyalty with both giver and recipient.” 

Rethinking the loyalty experience 

So how can brands make the loyalty experience feel more like a relationship and less like a transaction? Tin believes that a true relationship is built in stages of intimacy—and loyalty should follow that same emotional arc. 

The first stage is recognition, she said. “At Clive Christian, recalling a customer’s first fragrance with a handwritten note makes them feel seen. In FMCG, even a simple thank‑you or contextual reminder ‘You first joined us during Lunar New Year’ builds memory and emotional resonance.” 

The next stage is co‑created memories. Taking Liquides Imaginaires as an example, talisman and tarot card rituals are in the brand’s DNA, she said. “They allow us to co‑share precious moments with clients, sparking deep conversations and emotional bonds. They create intimate connections between person, perfume, and brand that points or discounts never could.” 

“At Clive Christian, this can mean private previews where collectors meet the perfumer or creative director. In FMCG, it may be food clubs or recipe communities — shared rituals of daily life that transform usage into belonging.”  

Furthermore, values and identity alignment lead to a deeper bond, she said. “For Clive Christian, that identity is uncompromising craftsmanship and heritage. For Liquides Imaginaires, it is myth and creativity, expressed responsibly. For FMCG, it may be wellness, inclusivity, or sustainability. This stage says: we share meaning as well as products.” 

Ultimately, CRM should not be seen as a database, she added. “It is the brand’s memory — a memory of who your customers are, what moments they cherish, and how they connect. And just like in life, the brands that truly remember will be the ones their clients never forget.” 

Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future.

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