Why CRM and Lucky Draw Loyalty Programs Are Becoming More Essential for Businesses
With today’s economic slowdown, rising operational costs, and fast-changing consumer behavior, brand loyalty is no longer guaranteed. Customers are always ready to switch if they see a more valuable offer.
In this environment, businesses that excel at retaining customers have a higher chance of winning the competition. One proven strategy, especially popular among FMCG and retail brands, is combining Customer Relationship Management (CRM) with Lucky Draw loyalty campaigns. This approach helps attract new customers while keeping existing ones engaged, with measurable results and controllable costs.
Lucky Draw campaigns go beyond attracting new buyers. They can be extended to create memorable fan experiences that strengthen emotional bonds with target audiences. Gen Z and fan communities, who value experiences more than simple discounts, are especially responsive. Exclusive perks such as concert tickets, fan meets, or limited-edition merchandise resonate strongly with this group and help expand the customer base into highly engaged fandom communities.
Loyalty is not automatic. Brands must give customers a reason to return.
Research by Deloitte and Google shows:
- Over 60% of Thai consumers are willing to switch brands if they receive a more rewarding experience.
- 85% are more likely to return if they feel recognized and rewarded by the brand.
Without a strong CRM or loyalty program, many businesses may be “losing customers silently” without even realizing it.
CRM is no longer just a back-office tool
Some businesses still see CRM as an internal system. Today, it has become a true marketing engine that drives growth:
- Acquiring new customers costs five times as much as retaining existing ones.
- Existing customers generate up to 67% more revenue than new ones.
- CRM enables brands to create personalized campaigns that deliver higher ROI.
Lucky Draw: Turning Simplicity into Engagement Power
With a reliable CRM system in place, Lucky Draw campaigns using QR codes, LINE OA, or referral activities become engaging, easy to join, and effective for capturing high-quality customer data.
The value of Lucky Draw lies not only in the prize itself but also in the fan experience it creates. Concert tickets, fan meets, or exclusive box sets can turn fans into loyal customers, especially among Gen Z and K-/T-Pop communities who are highly passionate and socially active.
Examples of Lucky Draw activities
- Spend 300 THB: Scan QR Code to win gold or concert tickets
- Submit cap codes: Earn points and enter “Prize Draw” via LINE OA while joining the membership system
- Buy 2 cans of beverages: Get a chance to win VIP fan meet tickets
- Add LINE and complete profile: Spin the wheel for prizes
- Invite friends to join: Receive extra chances to win
What brands gain from Lucky Draw campaigns
- Sales growth: Stimulates repeat purchases and encourages trial of new products
- Expanded customer base: Drives new users into the CRM system and increases LINE OA traffic
- Higher engagement and awareness: Fun, shareable activities aligned with fandom trends
- Quality customer data: Collects first-party data such as LINE IDs or phone numbers for behavioral insights and personalized marketing
- Emotional connection: Builds bonds with customers through meaningful rewards and experiences
- Viral effect: Encourages organic sharing that amplifies brand reach
- Positive brand image: Creates lasting goodwill from enjoyable customer experiences
Why Lucky Draw works in a cautious economy
When consumers are more careful with spending, giving “more than just what they buy” becomes the key to conversion. The sense of winning something extra, having fun, and feeling rewarded immediately is more compelling than traditional discounts.
Tangible prizes such as gold, motorcycles, or the latest gadgets are powerful motivators. In tough economic times, offering these special chances often delivers more impact than price cuts.
From fandom to loyal customers
When rewards align with audience passions, Lucky Draw campaigns become even more powerful. With fandom culture and T-POP on the rise, brands can tap into fan-driven energy to expand their customer base naturally.
Gen Z, particularly students and young adults, are an attractive segment. They are open to trying new products if they bring them closer to their favorite artists. Their social sharing habits also amplify engagement organically.
This drives both sales and repeat purchases as fans buy more to increase their chances of winning. In this way, Lucky Draw evolves from being “just a campaign” into a bridge that turns fans into loyal customers.
Proven tactics include:
- Offering tickets to fan meets or concerts of popular artists.
- Providing signed limited-edition merchandise
- Partnering with influencers or idols as campaign magnets
The true result: Emotional loyalty, not just sales
A well-designed Lucky Draw campaign doesn’t just drive revenue. It also helps brands:
- Acquire new, high-potential customers.
- Strengthen brand perception as one that truly “understands” its audience.
- Convert fun interactions into long-term emotional bonds.
Can your system handle it?
✅ 100% system uptime throughout campaigns
⚡ Average response time under one second
📊 Supports more than 20,000 concurrent users without disruption
Case Study: TCP’s Lucky Draw campaign
In Thailand’s highly competitive FMCG market, price discounts are no longer enough. Brands must create unique experiences that resonate with younger generations who will quickly switch if they find more rewarding options.
For TCP, the challenge was making Red Bull, Ready Sparkling, and Puriku stand out against competitors while driving repeat purchases and acquiring new customers across key retail channels like 7-Eleven, 7-Delivery, and All Online.
TCP launched a gamified CRM campaign through Lucky Draw, combining fun with active consumer participation.
Campaign mechanics
- Customers could submit cap codes or upload receipts via LINE OA @myredclub
- Tiered rewards encouraged repeat purchases (the more you buy, the more chances you get)
Right prizes
Not just generic giveaways, but rewards tied to fandom and T-POP culture, such as concert tickets, fan meets, limited-edition box sets, as well as gold and high-value prizes. These prizes generated buzz and emotional engagement.
Results
- Sales growth: Encouraged repeat purchases and cross-product trial
- New customer acquisition: Expanded the CRM database and boosted traffic to @myredclub LINE OA
- Engagement and awareness: Campaigns aligned with fandom trends went viral on social media
- Quality first-party data: Enabled deeper customer insights and personalized marketing
- Emotional bond: Strengthened long-term brand loyalty through meaningful experiences
CRM + Lucky Draw = Sustainable growth
In an era of fierce competition, campaigns should focus not only on driving short-term sales but also on building long-term loyalty and brand affinity.
Suppose you are looking for a proven way to get started, or want to scale campaigns with measurable impact. In that case, EGG Digital can help you turn customer data into sustainable business growth.
📨 Interested in learning more? Contact us today:
✉️ eggmarketing@ascendcorp.com
📞 02-020-2364
