Aunt Stella, the beloved handcrafted cookie brand from Tokyo, has long been known for its nostalgic recipes and warm brand image. With over 20 retail locations across premium department stores, and more than 40 years of heritage, Aunt Stella recently opened its flagship “Cookie Concierge” concept store at a bustling intersection in Taipei—bringing the essence of Grandma Stella’s cookie kitchen to life.

To stay ahead in a digital-first retail environment, Aunt Stella introduced a full-service digital loyalty program by integrating smart stamping technology, marking a milestone in the brand’s Digital Transformation journey.

“With CRM becoming a must-have for modern retail, we knew our membership system needed to be smarter, more accurate, and completely seamless,” said Jack Choi, General Manager of Aunt Stella.

Streamlined Loyalty Operations with SmartStamp Integration

Previously, the brand relied on manual processes to track member activity and deliver rewards—an approach that was time-consuming and prone to error. The new system allows customers to:

• Access their digital member card and exclusive coupons on their smartphones
• Collect rewards through mobile stamping at any store with a single tap
• Automatically log purchase behaviors and visit frequency

This shift not only reduced operational costs and error rates but also ensured better traceability and data security.

“The smart stamp doesn’t require charging, syncing, or integration. It’s fast, intuitive, and saves us time on staff training and customer onboarding,” Jack explained.

75% Conversion Rate Achieved During Holiday Campaign

With Echoss Wizard’s analytics, Aunt Stella now tracks offline visit behavior and applies tag-based segmentation for precision marketing. For example, during the Lunar New Year campaign, high-spending members received exclusive offers—resulting in a 75% in-store conversion rate during the promotion period.

The #O2OMarketing model, supported by smart stamp touchpoints, enables Aunt Stella to understand where and when customers visit, and how best to engage them with timely and personalized offers.

More Than Just Points: Gamified Marketing with Instant Fun

To keep engagement fresh and fun, Aunt Stella also implemented gamified features such as lucky draws, scratch cards, and instant rewards—designed to encourage digital interactions that lead customers back to physical stores. The sense of ritual created by tapping a phone for a stamp adds emotional value to each visit.