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Enhance the Customer Experience on Digital Platforms While Protecting the Legacy for Luxury Brands

04/06/2025

626

Khanh Nguyen T. M.

Luxury branding is undergoing a digital revolution as brands adapt to meet the evolving expectations of modern consumers. A case study of a century-old luxury brand demonstrates how traditional values can be preserved while embracing digital transformation. Through mobile-first solutions like LINE Mini App in Japan, brands can now enhance customer experience and offer seamless digital experiences for events, store check-ins, and personalized services. 

The key to success lies in striking a balance between heritage and innovation, implementing localized solutions, and maintaining simplicity while delivering personalized experiences. The future of luxury retail depends on unified loyalty programs, cross-channel CRM systems, and continuous digital innovation, enabling brands to remain both timeless in identity and contemporary in customer experience.

Digital Transformation for Luxury Brands

As widely known among business owners, digital transformation in customer experience in this decade means utilizing technology to diversify and enhance customer experience across digital touchpoints commonly used by general mobile users. 

For some traditional businesses, digital transformation includes migrating sales and operations to a digital environment and unifying the customer experience across online and offline channels. Even though the strategies may vary among brands, there are some common tactics, including online bookings, e-commerce, digital membership, and messaging apps.

No business can stand on the sidelines of the digital transformation wave unless growth is no longer among their primary objectives. Luxury brands, regardless of their size and traditional roots, are compelled to undergo digital transformation, especially when serving the top, elite, sophisticated, and tech-savvy clientele.

While competition is fiercer than ever, digital transformation is rather a must than a choice. The point is, which brand does a good enough job of balancing its unique heritage with digital experiences? Luxury shoppers expect fast, convenient, and mobile-first service, but they also demand exclusivity, consistency, and personalized experiences, especially in huge-spending markets like Japan and China.

Enhance customer experience on digital transformation for luxury brands
The real challenge for luxury conglomerates is to remain true to their identity while meeting the new digital expectations of their customers.

Balancing Legacy and Innovation: A Case Study of SupremeTech’s Client 

Though flashy, the concept of digital transformation may seem, implementing it successfully comes with more challenges than thought.

It’s a proven point that we made when we began working with one of the world’s most prominent luxury brands, boasting over 100 years of history. While its legacy and loyal customer base remain strong, it cannot neglect the growing preference of customers to connect more conveniently via mobile in specific markets. In our case, the market is Japan, a matured market regarding mobile-first customer experience. 

At the time of collaboration, there were some obvious challenges to elevate and enhance customer experience of luxury brands.

  • Manual processes, such as event RSVPs, store check-ins, and after-sales service, could be partially digitized to enhance customer bonding and ease operations.
  • User-friendliness and convenience should be at the heart of any digital transformation idea. Japanese customers, although tech-savvy, do not readily adopt using an entirely separate app for minor tasks. 
  • Existing and standard tools, such as SMS messaging and Line messaging, did not provide sufficient support and could not be customized to meet the expectations of high-end customers in key markets like Japan, where mobile-first and personalized experiences are preferred.

So what’s the challenge? We need to deliver a digital solution where personalized customer service and event booking are likely to take place and sync it up with offline journeys, making the online and offline experiences feel seamless. The newly built solution not only needs to fulfill the objective but also needs to align with the client’s existing system, both technically and aesthetically. Last but not least, it must be friendly to Japanese customers and require minimal effort to stay connected. 

Apart from the challenges above, for some luxury conglomerates, it takes multiple layers to protect their heritage and ensure that the brand voice is consistently echoed across all customer touchpoints. Therefore, a multi-layer decision-making process is something that a technology partner like SupremeTech is challenged to manage to ensure technical deliveries. See how our development team thrives in collaboration with our client’s multi-layered and multinational system.

>>> Read more related articles: 

Be the Early Bird in Localized, Digital-First Experience with LINE MINI App

For these similar requirements in the Japanese market, LINE MINI App, the most popular messaging app in the country, has been and will continue to be the best choice for maintaining relationships with end customers. That’s why the client came to us with a clear goal: to enhance customer experience through a LINE Mini App while preserving their luxury heritage. 

The advantages of the LINE MINI App are also its setbacks in terms of requirements. While other competitors also use LINE MINI App for the same purpose, our technical solution would help our client differentiate themselves in the luxury industry that worships outstanding experiences.

Through collaborative workshops with both client and design teams, we identified pain points across customer touchpoints and internal operations.

There was strong motivation for change, but any solution had to fit seamlessly into their existing ecosystem of legacy systems and workflows. Instead of generic tools, we developed tailored, digital-first experiences that aligned with their premium brand identity. By bridging business goals with real user needs, we turned high-level digital ambitions into localized, practical solutions that delivered lasting value.

Mobile-First Platforms for Events & Services

In markets like Japan, mobile apps are the gateway to customer and brand connections. We started to help the brand integrate mobile-first tools that allow customers to do the following tasks within their LINE App:

  • RSVP to events, receive digital tickets, and check in via QR codes. Digital event RSVP is enabled and synced with check-in at events. 
  • Access personalized services through local platforms.
  • Personalized follow-up messages with exclusive content—all integrated within LINE, Japan’s most popular messaging app.

We customized the LINE MINI App for clients by building the needed features. Let’s explore a tailored RSVP flow—carefully designed to set the standard for luxury brands. This streamlined, digital-first experience has already positioned our clients as leaders in delivering high-touch, premium engagements in the market:

Mobile-First Platforms for Events & Services

As described, the RSVP journey has become a key touchpoint for delivering a premium and modern customer experience. By combining multiple localized entry points, such as push notifications, QR codes, and rich menus on LINE, with a fast and intuitive registration process, luxury brands can create seamless engagement that feels exclusive and effortless.

From customizable reservation options to instant confirmations and quick in-store check-ins, every step is designed to reflect the brand’s commitment to service, elegance, and personalization. Ongoing digital enhancements will continue to elevate this flow, setting a new benchmark for customer-centric luxury experiences in every market.

Enhanced CRM & Personalization Engines

We support the centralization of customer data across online and offline channels. This allowed the brand to:

  • Track behaviors and preferences
  • Personalize content and services
  • Deliver tailored communications that reflect individual tastes and needs

Key takeaways – Digital Know-How Is Essential for Luxury Brands

This transformation journey revealed a key truth: as luxury brands increase their digital touchpoints, the expectations for personalization grow even higher. From event invites to post-sale care, every interaction must feel intentional, elegant, and aligned with the brand’s values.

That level of customization does not happen by accident. It requires the right expertise and a dedicated team to design and deliver it.

Here are the essential takeaways for any luxury brand going digital:

  • Luxury can go digital without compromising on heritage or exclusivity when done thoughtfully.
  • Localization is essential. Using the right platforms (LINE in Japan, WeChat in China) ensures your brand fits seamlessly into your customers’ digital lifestyles.
  • Simplicity is key. Technology should streamline the experience, not complicate it.
  • Personalization builds loyalty. The more digital touchpoints you introduce, the more important it becomes to tailor every moment to each individual.
  • A skilled digital team is no longer optional. To meet the rising bar of luxury customer expectations, brands need expert support to design, manage, and evolve these experiences at scale.
luxury customer journey map powered by digital touchpoints

Future Prospect – A User-Centric, Seamless Digital Future

Looking ahead, the most successful luxury brands will be those that embrace user-first design and seamless integration across platforms. As more customer interactions move online and age groups expand, the number of digital touchpoints is growing—and so is the need for every experience to feel highly personalized and consistent.

This shift means that brands can no longer rely on generic solutions. They need dedicated teams and the right digital expertise to craft experiences that reflect their values and meet customer expectations at every step. A trusted technology partner will create more spaces for clients to focus on crafting winning business ideas.

During the development process, as a solution architect, we identify the enhancement prospects that can lead to sustainable customer retention for the business.

  • Unified loyalty programs that connect both online and in-store behaviors
  • Cross-channel CRM systems that offer a complete, 360° view of the customer journey
  • Ongoing innovation in digital experiences that deepen engagement

By combining innovative technology with a deep understanding of their customers, luxury brands can stay both timeless in identity and timely in experience, true to their legacy while fully ready for the future.

How SupremeTech Helps Luxury Brands Enhance Customer Experience

We support luxury and retail clients with tailored digital transformation strategies. Our services include:

  • Platform Strategy & Integration
    (LINE, Salesforce, Event Management, System Migration, Legacy Tech Upgrades)
  • Loyalty Program Integration
    Custom solutions that connect CRM data with customer touchpoints.
  • Digital Product & App Development
    From concept to launch, we build digital tools that enhance luxury experiences.

Ready to elevate your luxury customer experience?

Let’s contact us to discuss how digital transformation can help you protect your legacy while creating future-ready experiences.

Development systems and technologies

Below are the resources and technologies we use to develop the services:

  • Details of entrustment: Design, Implementation, Testing, Migration, Maintenance & Operation
  • Platform: Line Mini App (WebApp)
  • Development language: NextJS (React Framework), TypeScript
  • Team structure: 6.5 MM x 8 months 
  • Project Manager 0.5
  • Project Tech Lead 0.5 
  • Business Analyst 1.0
  • Infra Engineer 0.5
  • Backend Lead 0.5
  • Backend Dev 1.0
  • Backend Lead 0.5
  • Backend Dev 1.0
  • Quality Control 1.0

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How the Team Applied AI Throughout the Project StageApproachAI Application/ Tools UsedAnalysis & DesignThe whole team brainstormed together, role-playing as real users to map out workflows and features.No AI used — this was the most human-driven stage focused on critical thinking.User Story writingConverted rough ideas into logical workflows, defined goals, and acceptance criteria.ChatGPT acted as a virtual BA, turning brainstorm notes into professional User Stories and Acceptance Criteria.Coding (User Story Based)Developers implemented each User Story while communicating directly with the AI assistant for suggestions and refactoring.GitHub Copilot served as a coding partner, reading stories, suggesting code, refining syntax, and accelerating implementation.Testing & ReleaseThe PTL and BA acted as real users to test the product, identify bugs, and refine the UX before release.No AI used — manual testing for real-user validation. 2. Team Tech Stack LayerTech StackFrontend & Backend (Fullstack)Next.js 15 (App Router)UI Libraryshadcn/ui + TailwindCSSAI AssistantChatGPT + GitHub CopilotInfra / DeployAWS + Dokploy 📩 Read more articles about us here: SupremeTech’s Blog

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          AI-Assisted Ecommerce Solution Wins Third Place at SupremeTech AI Hackathon 2025

          SupremeTech’s first-ever AI Hackathon was more than just a competition. It was a thrilling test of creativity, focus, and endurance. For 22 hours, teams of passionate innovators raced against time to turn bold ideas into working prototypes that could bring real business value through AI. Among them was team Người Lào, whose project tackled one of the most relevant challenges in modern retail: building an omnichannel e-commerce and loyalty platform supported by AI. The goal was to create a system that connects online shopping, personalized loyalty programs, and in-store interactions into one seamless customer journey.What made Người Lào stand out was their business-driven mindset. Instead of treating the task as a purely technical challenge, they saw it as an opportunity to transform how Vietnamese cosmetic retailers connect with their customers. Their answer was ViEC Beauty, an innovative AI-powered e-commerce solution built on Zalo Mini App, turning a familiar local platform into a powerful tool for digital commerce. Meet The Team Team Người Lào was formed with the simple spirit of having fun, staying friendly, and learning together. Everyone joined with an open mind, ready to give their best once the challenge began. The team brought together members from different backgrounds, covering all key roles in a real project from infrastructure and front-end to back-end, business analysis, and quality control.Phuoc Pham, the team leader, believed great teamwork mattered more than perfect technical skills. What he looked for were people who knew their strengths and were willing to give their all. With that mindset, Người Lào grew into a team built on trust, respect, and laughter, values that ultimately became their greatest strength. When a Familiar Task Became the Toughest Challenge At first, the assignment sounded simple: create a multi-channel e-commerce and loyalty platform for retail stores. Building e-commerce systems was something most members already did in their daily work. But soon they realized that creating a typical shopping app would not stand out. To impress the judges, they needed something fresh, a solution with clear business impact and technical creativity. In just 22 hours, with five members and the support of AI tools, Người Lào had to deliver a product that was practical, scalable, and market-ready. Finding a Small Idea with Big Impact After a few brainstorming sessions, they decided to focus on a small but meaningful niche: the Vietnamese cosmetic retail market. This idea came from observing how many small cosmetic shops in Vietnam were struggling to keep up with the digital shift. While big players like Shopee and TikTok Shop dominate online sales, a large number of small cosmetic stores still lack proper digital tools to compete. These stores serve a loyal base of middle-aged customers who have strong purchasing power but are often left behind in the rush of digital transformation. They do not need complex apps or flashy platforms. What they need is something simple, familiar, and trustworthy. Người Lào identified three major problems these small retailers face: Losing connection with middle-aged customers who prefer personal interaction but no longer visit the store as often.Lack of customer insights makes it hard for shop owners to understand shopping habits or preferences.Being overshadowed by large e-commerce platforms, which are slowly taking over their loyal customer base. With those challenges in mind, Người Lào saw an opportunity to make a real difference. Instead of competing with big platforms, they wanted to empower small retailers with a digital tool that feels local, personal, and easy to use.That was when the idea of building an AI-powered e-commerce solution on Zalo Mini App, namely ViEC Beauty, was born. ViEC Beauty is a platform that could bring e-commerce and loyalty features right into the ecosystem that Vietnamese users already trust and use every day. It was a smart move that combined business empathy, technical creativity, and a clear understanding of the local market. From Idea to Prototype in 24 Hours Once the idea was clear, the real race began. With only 24 hours to bring ViEC Beauty to life, Người Lào jumped straight into action. The plan was simple: divide roles clearly, trust each other’s strengths, and move fast. Hieu Vo, the dev lead, took charge of integrations and overall coordination. Anh Duong focused on building the back end with Laravel and setting up the admin site. Hieu Cao worked on the front end of the Zalo Mini App. At the same time, Huong Nguyen took on both the Business Analyst and Quality Control roles to ensure everything aligned with the initial vision. Meanwhile, Phuoc Pham, the team leader, acted as the bridge connecting everyone - reviewing ideas, making key decisions, and preparing the final presentation slides. With all the key roles covered, the team had a 360-degree view of the project, from technical implementation to business logic and user experience. They spent the first ten hours coding with AI Copilot and documenting the workflow. It was intense but exciting until the team hit a wall. The AI started producing conflicting UI components due to unclear process design in the initial prompts. What was supposed to save time ended up creating bugs that needed hours to fix. But instead of getting frustrated, the team stayed calm, laughed it off, and worked together to debug and refine the product until everything clicked into place. When the final hour arrived, they had a fully working Zalo Mini App—not perfect, but functional, meaningful, and proudly built within a single sleepless day. The Product: Core Features That Matter ViEC Beauty, an AI-powered e-commerce solution built within the Zalo ecosystem, offered small beauty retailers an accessible and familiar way to sell online and engage customers. Core App Features Product Catalog: An easy-to-browse collection of beauty products directly inside Zalo.Basic Loyalty Point System: Customers earn and redeem points to encourage repeat purchases.Admin Dashboard Prototype: A simple dashboard for store owners to manage products, orders, and sales.Zalo Integration Setup: Allows stores to send personalized notifications, skincare reminders, and promotions through the Zalo Official Account. Super Admin System A more advanced panel included: Real-time data analytics for instant business insightsInventory management to track stock levelsCRM tools to maintain relationships and engagementCampaign and promotion management to run and measure marketing activities Even though some features like Group Orders and AI Skin Analysis were still in ideation, ViEC Beauty already demonstrated how a simple, focused solution could bring AI-powered value to small businesses. Tech Stack The team built ViEC Beauty with React and Zalo SDK for the front end, Laravel for the back end, MySQL for the database, and EC2 cloud infrastructure for hosting. They chose familiar and reliable technologies to move fast and deliver results within 24 hours, prioritizing execution over complexity. >>> Read more related articles: SupremeTech’s AI Hackathon 2025: A blend of Product-Focused Spirit and AI-assisted DevelopmentHow Human Intelligence and AI Capabilities Can Redefine Software Development | Featuring The 1st Runner-Up of SupremeTech AI Hackathon 2025 Judges’ Feedback The judges praised Người Lào’s strategic focus on a niche market and their decision to build on the Zalo Mini App, calling it a practical and high-potential approach. They noted that while the product targeted small beauty retailers, a limited market segment, it had strong potential for real-world implementation. They recommended expanding ViEC Beauty into a multi-store SaaS platform, adding community-driven features, and integrating AI more deeply for personalization and competitiveness. On the technical side, the judges commended the team’s clear planning, fast execution, and AI integration. They encouraged the team to make AI applications more visible and explore scalability for larger projects. Overall, Người Lào left a strong impression with a well-executed prototype and a clear vision for future growth. Teamwork Memorable Moments For Phuoc Pham, the leader, the biggest lesson was simple: strong determination makes anything possible. He learned to stay focused, manage effort wisely, and balance ambition with practicality so the team could deliver on time. To him, the real strength of Người Lào came from teamwork, from every member understanding their own strengths and supporting one another toward a shared goal. Huong Nguyen shared that the hackathon was an unforgettable experience, a test of creativity, patience, and collaboration. From ideation to final delivery, every member gave their best and learned how to manage time, communicate, and step outside their comfort zones. Winning third place was a proud moment, but for the team, the valid reward was the experience itself, learning, laughing, and building something meaningful together. Conclusion For Người Lào, the SupremeTech AI Hackathon 2025 was more than a contest. It was a journey of teamwork, creativity, and discovery. In just 24 hours, they turned an idea into a working Zalo Mini App that blended business insight, AI innovation, and human collaboration. Their story proved that success is not just about winning but about learning how to move fast, stay focused, and create with purpose. ViEC Beauty started as a hackathon project, but it carries the potential to grow into something much bigger for Vietnam’s beauty retail industry. Team Phuoc Pham T. - Senior Infra EngineerHieu Vo H. - Senior BE EngineerDuong Nguyen V. A. - BE EngineerHieu Cao K. - FE EngineerHuong Nguyen T.T. - Quality Control Engineer  Tech Stack Frontend: React, Zalo SDKBackend: LaravelDatabase: MySQLInfrastructure: EC2, Cloud 📩 Read more articles about us here: SupremeTech’s Blog

          21/10/2025

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          Ngan Phan

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          AI-Assisted Ecommerce Solution Wins Third Place at SupremeTech AI Hackathon 2025

          21/10/2025

          173

          Ngan Phan

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