SITUATION
Dongsuh Foods launched the ‘KANU Paddle App’ in 2021 to run its customer loyalty program, utilizing it as its loyalty platform across four seasons through 2024. Subsequently, in 2023, with the launch of the ‘KANU Barista Machine and Capsules’, a dedicated website (kanu.co.kr) was created for machine registration. In 2025, the two platforms were integrated to launch the ‘KANU Official Store’.
The ‘KANU Official Store’ marked Dongsuh Foods' first direct-to-consumer platform, opening a new sales channel beyond distributor-based sales. It unified the sales and benefits channels by transitioning the existing customer loyalty program, ‘KANU Paddle Promotion,’ into the ‘KANU Points Promotion.’ Through this platform, the company is establishing a framework for collecting first-party customer data and direct customer sales, capabilities previously unavailable.
SOLUTION
The ‘KANU Official Store’ operates in both web and app platforms simultaneously and features unique sales programs such as ‘Machine Payback’ and ‘Capsule Subscription’.
For ‘KANU Points’, we are diversifying both earning and spending options. For earning points, in addition to ‘purchasing products within the store’, we have incorporated the ‘KANU Points Special Package (stick products) purchase earning’ method previously used on ‘KANU Paddle’. This allows both new and existing customers to participate.
For redemption, beyond ‘KANU Special Goods Exchange’, we've opened various exchange channels including ‘in-store product purchases’ and ‘Naver Pay Point exchange’. This maximizes point usability while enhancing their appeal.
Furthermore, we collect and analyze demo/behavioral data from actual purchasing customers through this store for secondary use in media execution. We are also continuously improving the efficiency of sign-ups and purchase conversions through the integration of CRM solutions.
Moreover, the ‘KANU Official Store’ serves as the hub platform for KANU's digital marketing, continuously launching diverse and innovative customer-facing campaign activities.
RESULTS
Since the integrated launch on May 21, 2025, member acquisition and direct sales revenue have steadily increased. Starting in August, the monthly exchange of KANU Point goods—limited to a maximum of two items per person—sold out completely each time. We are operating with the long-term goal of collecting customer data using CRM and leveraging it for online and offline marketing activities.
SITUATIONDongsuh Foods launched the ‘KANU Paddle App’ in 2021 to run its customer loyalty program, utilizing it as its loyalty platform across four seasons through 2024. Subsequently, in 2023, with the launch of the ‘KANU Barista Machine and Capsules’, a dedicated website (kanu.co.kr) was created for machine registration. In 2025, the two platforms were integrated to launch the ‘KANU Official Store’.The ‘KANU Official Store’ marked Dongsuh Foods' first direct-to-consumer platform, opening a new sales channel beyond distributor-based sales. It unified the sales and benefits channels by transitioning the existing customer loyalty program, ‘KANU Paddle Promotion,’ into the ‘KANU Points Promotion.’ Through this platform, the company is establishing a framework for collecting first-party customer data and direct customer sales, capabilities previously unavailable.SOLUTIONThe ‘KANU Official Store’ operates in both web and app platforms simultaneously and features unique sales programs such as ‘Machine Payback’ and ‘Capsule Subscription’.For ‘KANU Points’, we are diversifying both earning and spending options. For earning points, in addition to ‘purchasing products within the store’, we have incorporated the ‘KANU Points Special Package (stick products) purchase earning’ method previously used on ‘KANU Paddle’. This allows both new and existing customers to participate.For redemption, beyond ‘KANU Special Goods Exchange’, we've opened various exchange channels including ‘in-store product purchases’ and ‘Naver Pay Point exchange’. This maximizes point usability while enhancing their appeal.Furthermore, we collect and analyze demo/behavioral data from actual purchasing customers through this store for secondary use in media execution. We are also continuously improving the efficiency of sign-ups and purchase conversions through the integration of CRM solutions.Moreover, the ‘KANU Official Store’ serves as the hub platform for KANU's digital marketing, continuously launching diverse and innovative customer-facing campaign activities.RESULTSSince the integrated launch on May 21, 2025, member acquisition and direct sales revenue have steadily increased. Starting in August, the monthly exchange of KANU Point goods—limited to a maximum of two items per person—sold out completely each time. We are operating with the long-term goal of collecting customer data using CRM and leveraging it for online and offline marketing activities.
