MR D.I.Y. looks to AI to sharpen customer loyalty

MR D.I.Y. has partnered with Capillary Technologies to strengthen the retailer's loyalty programme in Malaysia, as the AI-powered customer engagement platform expands its enterprise footprint across Southeast Asia.

Under the partnership, Capillary will provide the technology infrastructure underpinning MR D.I.Y.'s loyalty and customer engagement operations in Malaysia, supporting the retailer's network of more than 1,500 stores.

The implementation will deploy Capillary's Loyalty+, CDP+ and Insights+ solutions to help MR D.I.Y. better manage customer data, orchestrate its loyalty programme and generate customer insights across its retail network.

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Alex Goh, senior vice president of marketing at MR D.I.Y. Group, said the retailer remains focused on enhancing the customer experience as its business continues to expand.

"Strengthening our loyalty programme is one of the ways we do this, and having the right technology in place enables us to support our loyal customers better while continuing to improve their experience over time," he said.

Meanwhile, Santosh Reddy, president of APAC at Capillary Technologies, said the partnership underscores the company's ability to support large-scale retail environments that require technology capable of managing operational complexity while enabling long-term growth.

"We are excited to partner with MR D.I.Y. to deliver an AI-powered customer engagement platform that helps unify customer data, enable personalised engagement, and create long-term business value," he said.

The partnership follows the recent launch of "MR.DIY Club", the retailer's first-ever loyalty programme in Malaysia. Designed around a family-first rewards model, the programme allows up to five household members to pool points under a shared account, while offering members cash voucher redemptions, birthday rewards, exclusive event invitations and access to workshops.

Beyond rewarding shoppers, MR D.I.Y. said the programme is also intended to provide deeper insights into customer behaviour and preferences, enabling the retailer to deliver more personalised offerings and enhance the overall shopping experience. The collaboration with Capillary is expected to provide the technology infrastructure to support these loyalty and customer engagement ambitions at scale.

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