Twin platform delivery
Merries Baby Club: give customers more reasons to stay connected.
Twin’s work for KAO brought loyalty points, rewards, offers, mini games and baby-care content into Merries Baby Club, a consumer application connected with the brand’s customer platform.
About the client
Merries, a baby-care brand within Japan’s Kao group
Merries is Kao’s baby-care brand, part of a Japanese consumer and chemical products group founded in 1887. Kao reported 31,514 consolidated employees at 31 December 2025 and ¥1,688.6 billion in consolidated sales for FY2025.
Twin’s Merries Baby Club work brought the brand relationship into a consumer app: membership, points and rewards alongside information relevant to parents and carers.
Client context: Kao · FY2025 corporate profile. Company figures describe the client’s business; the project scope is set out below.
The customer opportunity
Build a relationship customers can return to between purchases.
For a consumer brand, the next useful interaction does not have to wait until the next purchase. Membership benefits, practical information and an enjoyable activity can give customers different reasons to return.
Merries Baby Club brought those reasons together in one branded application. Twin’s published portfolio places the app within its consumer CRM work, connecting the customer experience with the platform supporting that relationship.
The application experience
Put benefits and useful content within the same customer journey.
The application combined points and reward exchange with offers, mini games and baby-care content. Customers could engage with the brand through a benefit, an activity or information relevant to them, rather than relying on a single promotional interaction.
- Membership and points
- Give customers a place to see their membership and points within the branded experience.
- Rewards and offers
- Connect participation with benefits customers can return to and use.
- Content and mini games
- Bring useful baby-care information and interactive activities into the continuing relationship.
Project value
A branded membership experience with reasons to return
Merries Baby Club brought points, reward exchange, offers, mini games and baby-care content into one customer-facing application. Membership benefits and useful content gave the brand more than one way to continue its relationship with parents and carers.
The delivered app connected that participation with the consumer customer platform behind it. The project screens and public Android listing show the real application, with TWIN Software Solutions identified as its developer.
Discuss a similar programme
Create a customer app people have a reason to use.
Bring Twin the audience, benefits and customer work your programme needs to support. We can shape the application and the customer platform around that journey.