How Baskin-Robbins Malaysia Rebuilt Its Loyalty Program | Loyalty Out Loud Ep. 1

Most loyalty apps ask customers to be patient. Baskin-Robbins Malaysia decided that was the problem.

In this episode, Tay Kai Wei (Marketing Manager, Baskin-Robbins Malaysia) sits down with Santosh Reddy (President APAC, Capillary Technologies) to talk about what it actually takes to keep a legacy brand top of mind in a market where local players innovate fast and overseas entrants undercut on price.

Kai Wei walks through the March relaunch of their app, which replaced point collection with instant cashback and catalogue redemption, and why he still considers loyalty a marathon rather than a download metric. He explains how the brand’s evergreen 31% off promotion on every 31st of the month has quietly become one of its most durable retention mechanics. And he breaks down the Kuromi campaign, one of the brand’s best-performing activations in years, which went well beyond packaging into fully themed store transformations.

Plus: why a loyalty program that front-line staff cannot explain in ten seconds is a loyalty program that does not work.