Retaining Customers in an Era of Expanding Consumer Choices

Vietnamese Consumers Demand More Value in Their Shopping Experience

According to a McKinsey report, 90% of Vietnamese consumers surveyed in the Asia-Pacific region switched brands or stores within three months before responding. This behavior is more pronounced in Southern Vietnam, where new brands and stores frequently enter the market.

Consumers are not only loyal to brands or stores but also avoid purchasing identical products. The primary reason for switching brands is the perception of better value, with quality, novelty, and personalization being key factors.

This poses a significant challenge for brands in retaining customers. Many businesses strive to build customer loyalty, but loyalty programs often fall short due to various reasons.

A 2023 Deloitte survey revealed that over 60% of Southeast Asian businesses struggle with implementing linked loyalty programs due to budget management tools, fragmented data, and cost control concerns. On the consumer side, McKinsey’s 2022 study found that nearly 70% of users have scattered reward points across multiple brands, insufficient for meaningful redemptions, leading to “point fragmentation.”

Popplife: Building Customer Loyalty for Businesses

As global loyalty trends shift from traditional point systems to personalized experiences and multi-industry ecosystems, Popplife, a pioneering platform by ROX Group, emerges as a comprehensive solution for businesses.

To address the primary challenge faced by businesses, Popplife introduced the “Multi-Point Ledger” model. Instead of a confusing shared point system, Popplife separates points by issuing partners. Each participating business has its own “point wallet” managed independently.

This ensures financial transparency, allowing partners to track issued, redeemed points, and total budgets accurately. Partners can also adjust point policies without affecting others.

For users, this innovation offers convenience and flexibility. They can choose to use points from a specific partner or combine points from multiple sources within the ecosystem to increase purchasing power for larger needs.

A prime example is the collaboration between ROXLiving, ROXSignature, and MSB. When customers purchase an apartment through MSB, they earn points from both MSB and ROX. These points are consolidated in the Popplife account, enabling customers to combine points for significant rewards like upgrading to ROX Signature Elite or receiving vacation vouchers.

Alternatively, they can use points from specific sources, such as MSB points for F&B offers and ROX points for after-sales services. With Popplife, both customers and businesses gain real value. Customers enjoy a seamless, flexible, and proactive experience, while MSB and ROXLiving maintain cost control, leverage cross-customer segments, and enhance engagement.

Beyond its innovative approach, Popplife has a clear and sustainable business model based on three revenue pillars: subscription, pay-as-you-go, and revenue sharing with merchants. Revenue from merchant sharing is growing rapidly, highlighting the potential of the open ecosystem model.

Popplife’s development roadmap reflects its long-term vision. Phase 1 (2024-2025) focuses on strengthening the ROX Group internal ecosystem. Phase 2 (2025-2026) expands the SaaS market externally. By Phase 3 (2026-2028), Popplife aims to become a Loyalty Interchange Hub, connecting hundreds of brands in Vietnam and serving millions of users.

With its modular architecture and cluster-based expansion strategy, Popplife can scale independently by user or merchant clusters, optimizing operational costs and growing through network effects.

Looking ahead, Popplife will integrate AI for personalization and a multi-industry ecosystem for unique customer experiences. It will also incorporate gamification into loyalty programs, encouraging member interaction through flexible games and challenges. Additionally, Popplife will enhance user experience with a user-friendly interface, simplified processes, and green incentives to promote sustainable consumption.

Popplife not only capitalizes on global loyalty trends but also aims to enhance Vietnamese businesses’ competitiveness and customer positioning. Its strategic vision and technology integration have earned it a nomination in the Top 5 Innovative Solutions for Users and Businesses at the Better Choice Awards 2025.

Popplife – Loyalty App with Superior Personalized Experiences

Popplife is a modern loyalty app offering exclusive privileges to users. With a focus on personalized customer experiences, Popplife helps brands connect deeply with their communities, fostering loyalty and sustainable value.