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Brand
Initial issues
Deployed solution
Results
Key benefits
Future Perspectives

Miniso

Miniso, a global lifestyle brand, has been present in France since 2020 and now operates over 30 stores across the country.

Miniso

Miniso, a global lifestyle brand, has been present in France since 2020 and now operates over 30 stores across the country.

Miniso

Miniso, a global lifestyle brand, has been present in France since 2020 and now operates over 30 stores across the country.

Miniso

Miniso, a global lifestyle brand, has been present in France since 2020 and now operates over 30 stores across the country.

Initial issues

To support its rapid growth in France, Miniso had to address several challenges:

  • Customer acquisition and loyalty : Attracting new customers while strengthening relationships with existing ones.
  • In-store identification : Simplifying the integration of customer data into point-of-sale systems.
  • Engaging younger customers by creating a digital and compelling loyalty program.
  • Automating communications to maintain customer relationships with personalized and relevant messages.
  • Integrating mobile wallets into a coherent growth strategy.

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Deployed solution

Miniso chose The Wallet Crew to digitize loyalty cards directly into Apple and Google Wallet. The following initiatives were implemented:

  • "Mini Family" loyalty program : Creation and issuance of digital loyalty cards directly into the customer’s mobile wallet via a QR code scan at checkout or from the website.
  • Automatic synchronization between the Cegid POS system and Klaviyo for real-time tracking of purchases and loyalty points.
  • Automated marketing campaigns triggered by customer behavior (geofencing, birthdays, personalized offers).
  • Digital receipts stored directly in the mobile wallet.

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Miniso loyalty card stored in the mobile wallet

Results

The implementation of this mobile-first strategy generated a significant business impact:

  • 110,000 “Mini Family” cards issued
  • 46% of revenue generated by mobile wallet users
  • Simplified customer acquisition and identification at the point of sale
  • Automated and personalized marketing communications leading to increased customer engagement

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Key benefits

  • Enhanced loyalty : The loyalty program integrated into customers’ mobile wallets increases purchase frequency and engagement.
  • Modernized customer experience : Seamless process, digital receipts, and relevant, contextual communications (geofencing, birthdays).
  • Data-driven management : The synergy between the POS and CRM enables deeper customer insights and precise ROI measurement.

    • Future Perspectives

    Building on this success, Miniso France has a solid foundation to continue its expansion. The goal is to further leverage customer data to refine the personalization of offers and experiences, while exploring new mobile wallet features.