Intact customer ecosystem - a new platform to retain and expand customer base
In an era where consumers are surrounded by hundreds of choices every day, loyalty to a brand is no longer a thing of the past. On the contrary, today's customers are not loyal to the brand, they are loyal to the experience.
From delivery speed, personalization, to timely promotions, all contribute to deciding whether customers will come back a second time, or choose a competitor after just a screenshot.
Accenture Interactive's global report (2023) shows that nearly 67% of consumers are willing to switch to competing brands if they get better experiences or more attractive incentives, even if they have bought many times at their old brand. More notably, this rate in Gen Z and Millennials is up to 74%, the customer group accounts for the majority of revenue growth in the retail, F&B, express consumption and beauty sectors.
That shows an undeniable truth: loyalty is not a default but a conditional state, and can be completely lost if the experience is no longer attractive enough. As a result, traditional points accumulation programs are becoming disjointed and out of sync, often limited to one brand, lacking flexibility in reward exchange and the inability to personalize according to consumer behavior.
To build loyalty in the digital age, businesses need a new approach: participating in an open ecosystem, where brands share customers, resources and data to create a complete, smooth and valuable experience.
A true loyalty ecosystem must do three things. First, it makes it easy for users to store and focus without being limited by a single brand. Second, bring experiential rewards or incentives rather than just discounts. Finally, it allows businesses to measure reward performance, user behavior and repetitive interaction to continuously optimize customer service strategies.
This model has been proven effective in developed markets. In Korea, the multi-brand exchange ecosystem such as Smile Point (Coupang) or L. Point (Lotte) helps users exchange points from restaurants to supermarkets, from convenience stores to entertainment services to create seamless experiences and significantly increase the return rate. In Vietnam, the loyalty race is rapidly moving in a similar direction.
TAPTAP x LynkiD - a strategic handshake to redefine customer loyalty
In July 2025, the launch event of LynkiD's "0D gift warehouse" - VPBank's official loyalty service provider partner right on the TAPTAP platform marked a leap forward in the loyalty industry in Vietnam.
This is the first time that two major loyalty platforms have joined hands to integrate a personalized and multi-brand reward ecosystem, aiming to optimize user experience while improving the efficiency of reaching new customers for businesses.
TAPTAP is a multi-brand loyalty platform, currently having more than 4 million young users. Possessing a rich behavioral database, TAPTAP has become a familiar choice for major brands in the retail, fast-moving consumer and service industries
Meanwhile, LynkiD stands out with an open loyalty platform exclusively for Vietnamese businesses, especially small and medium-sized brands. 0D gift wallet is a strategic highlight of LynkiD, allowing users to redeem rewards with accumulated points from many different sources, with a quick, attractive and personalized experience. Instead of using a separate system, businesses only need to integrate once, all gift-exchange operations, tracking, and performance reporting are supported by LynkiD.
TAPTAP users only need to find "LynkiD" in the Brand section to access the 0D gift warehouse, choose a suitable promotion and immediately exchange rewards. Businesses in the TAPTAP ecosystem can include their incentives in the LynkiD gift warehouse without having to invest in additional systems, increasing the opportunity to reach customers who are actively looking for incentives.
For businesses outside of TAPTAP, joining the LynkiD x TAPTAP ecosystem not only helps the brand to be present at the customer's point of view, but also takes advantage of the reporting system, behavior analysis, and salesperson settingup that should have cost hundreds of millions of VND to invest if it had developed itself from the beginning.
The cooperation event between LynkiD and TAPTAP is not only a technological handshake, but a strong statement: loyalty is no longer a single effort of each brand, but a network of links to retain, develop together, and increase value for customers.
