Delivering partner value in coalition loyalty: The power of brand, data and technology

This paper examines the strategic role of coalition loyalty programmes in driving sustainable business growth through shared brand, data and technology, using the yuu Rewards programme in Hong Kong as a case study. Coalition loyalty models differ from single-brand schemes by connecting multiple brands within a single reward platform. The paper highlights how yuu successfully created a strong brand identity, achieved scale and delivered measurable value to its partners. Key findings show that shared data can unlock advanced segmentation, cross-partner personalisation and new customer acquisition opportunities. Through examples of targeted campaigns and cross-partner engagements, this paper demonstrates that coalition participation enhances customer engagement and retention and generates greater value than any partner could achieve on its own. Coalition loyalty has evolved beyond a simple marketing tool into a collaborative ecosystem that drives incremental sales through data-driven insights and partner collaboration. This article is also included in The Business & Management Collection which can be accessed at http://hstalks.com/business.