Retailer Dairy Farm Group taps MuleSoft, Salesforce, and Tableau for digital transformation

Singapore – Pan-Asian retailer Dairy Farm Group is leveraging its digital transformation strategies by adding API platform Mulesoft, CRM company Salesforce and data software company Tableau to its digital strategy platform.

An initial step undertaken by the retailer is launching its digital rewards club called “yuu”, wherein partner brands and coalition partners are integrated into the yuu platform to allow customers access and redeem points all within a platform.

“With MuleSoft, we are able to connect different systems from multiple brands using an API-led approach to roll out new services in a reduced timeframe. With an omnichannel customer experience across all our brands, we can better manage each customer’s journey and their preferred communication channels with Salesforce Marketing Cloud,” Crystal Chan, IT director for Dairy Farm Group said.

Aside from the digital rewards launch, Daily Farm Group’s current digital transformation strategies focus on the aspect of improving project delivery speed. The retailer will utilize API technology to further improve point of sale (PoS) and e-commerce systems that will create synergy between its online and offline channels. Furthermore, the APIs can be also used to provide new customer experience strategies such as providing curated content, news, and promotions.

The yuu rewards club rolls out to key markets Hong Kong and Macau, where the retailer holds about over 10 household brands in more than 2,000 stores.