DFI Retail Group launches in-house online shopping capabilities

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DFI Retail Group's loyalty programme yuu has extended its eCommerce service offerings, enabling its users to shop products from its brands through the yuu app and enjoy delivery.

The group said its online shopping platform "yuu to me" builds on the diversity of its brands and variety of products. By using the yuu app, members can shop at supermarkets Wellcome and Market Place, personal care product chain Mannings, and convenience store chain 7-Eleven, to name a few. More than 30,000 items are available at launch, while "yuu to me" will also expand the number of categories and items available in the future.

In addition, "yuu to me" is directly connected to the eCommerce platforms of IKEA, KFC, Pizza Hut, Maxim’s Cakes and Arome Bakery.

"Our research shows that ‘trusted brands’, ‘freshness’ and ‘convenience’ were the top three reasons to shop online. To meet our customers' needs, we will continue to expand the service with our trusted partners, and provide the freshest items with convenience, enabling members to shop whenever and however they want," said Johnny Wong, CEO of DFI Digital.

Alison Chan, vice president of eCommerce at DFI Retail Group, added that the latest addition is a service enhancement, offering some time for customers to get used to the app since its launch in 2020.

Currently, a total of 150 stores consisting of the brands of Wellcome, Market Place and 7-Eleven are now offering both online and offline services. Moving forward, Wong said the group will increase the number of stores offering similar services.

Ronald Wong, vice president - brand, digital and social marketing, also explained the name of the latest service addition. He said the name "yuu to me" means that the company "delivers the products to customers' hands." Moreover, it is also the group's latest step to digitalise its retail services.

Asked whether the launch of the online shopping will hamper the business of its brick-and-mortar stores, Ronald Wong said the new platform offers more choices for customers in the city and enhance the brand experience, with the stores and online platform complementing each other.

DFI Retail Group claimed the yuu app boasts four million users. Since launching in 2020, yuu has rewarded 130 billion points with over 80 billion points redeemed. To celebrate the launch, DFI Retail Group invited singer George Lam and his son Alex Lam to star in the ads.

Launch campaign

DFI Retail Group has also rolled out a video to introduce the new service. Featuring actor Moses Chan and his wife actress Aimee Chan, the video tells the audience that they can use the app to shop from a wide variety of brands, while they can also enjoy special discounts offered by the group.

The video is aired on DFI Retail Group's social channels. In addition, to maximise awareness, the group installs point-of-sale materials across its stores.

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Apart from the video, DFI Retail Group has also launched a series of promotions to lure customers to use the service. For example, customers can get eVouchers worth HK$200 and a free delivery service after spending HK$200 buying items from Wellcome and Market Place through the app.

“The launch of yuu to me marks another important milestone in DFI Retail Group’s digital transformation journey, as we continue to enhance our O2O experience in different areas," said Johnny Wong.

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