Mentholatum

As a household name in personal care, Mentholatum has earned the trust of millions through its skincare and health products. But as consumer behavior evolves, the brand wanted to go beyond traditional marketing and offer a true omnichannel loyalty experience, one that not only spans their own DTC website, but also reaches the thousands of third-party retail stores where their products are sold.

To achieve this, Mentholatum Hong Kong partnered with OMNI Loyalty to power a flexible, voucher-based rewards system that connects with consumers no matter where they shop.

The Goal: Bring Loyalty to Retail Distribution Channels

Mentholatum’s key challenge was this:

How do you engage customers and reward loyalty at scale - when most purchases happen at third-party retailers, not your own stores?

The team wanted a solution that could:

• Extend rewards beyond their online Shopify store and POS
• Enable loyalty redemptions at partner retailers
• Track and manage vouchers across thousands of offline outlets
• Drive repeat purchases and long-term customer value

The OMNI Loyalty Solution

Voucher-Based Redemption Across Retail Channels

Using OMNI Loyalty, Mentholatum launched a voucher redemption system that enables customers to redeem loyalty rewards, such as free sample products or discounts, at third-party retail stores across Hong Kong.

Customers earn points through DTC campaigns or activations, then receive a unique voucher code through the OMNI system. These codes are redeemable at any participating offline location, even if it’s not a Mentholatum-owned store.

This breakthrough capability allows the brand to:

• Scale loyalty across thousands of offline retail points
• Incentivize purchases from mass-market distributors
• Run targeted campaigns tied to product launches or SKUs
• Track redemption performance in real time

Seamless Integration with Shopify Plus

OMNI Loyalty integrates tightly with Mentholatum’s Shopify Plus setup, making it easy to manage customer rewards, campaigns, and communications from one central platform.

Campaigns That Drive Engagement

The team can now run personalized reward campaigns based on purchase behavior and customer segments, using OMNI to distribute rewards via email, SMS, or WhatsApp, driving omnichannel engagement with measurable ROI.

🏆 Results

With OMNI Loyalty, Mentholatum has successfully:

• Extended loyalty into thousands of third-party stores
• Connected online engagement to offline retail redemption
• Created a scalable loyalty infrastructure across their DTC and retail ecosystem