OZ Marketing runs trade and consumer marketing for Morinaga Malaysia, the Japanese milk formula brand behind Chil-kid and Mori-Mama. Their campaigns reach parents through thousands of baby shops and pharmacies, and through clinics, gynaecologists and confinement centres.

The goal was simple to say and hard to run: get more parents to try Morinaga, follow up with every one of them, and reward the ones who keep buying.

The Challenge

Morinaga's customer journey ran through too many hands and too many spreadsheets. OZ Marketing came to us with five problems:

  • Leads everywhere: Sign-ups came from retailer counters, Facebook, websites and events, and landed in different files with no single view.

  • No follow-up discipline: Telemarketers could not see which parents had been called, which had collected a trial pack, and which had gone cold.

  • Retailer incentives by hand: Paying outlets for new customers meant manual counting, and disputes over who recruited whom.

  • Paper loyalty cards: Stamp cards were easy to lose and impossible to verify, so rewards were slow and open to abuse.

  • No real-time reporting: Management could not see which channel, state or outlet actually brought in new customers.

Our Solution

We built MoriCares, one platform with three parts: a back office for the marketing and telemarketing team, a web app for retailers, and a web app for parents.

  • Campaign links and QR sign-up: Every campaign, telemarketer and outlet gets its own link or QR code. Parents register with a one-time SMS code, and duplicates are caught by phone number and IC.

  • Automatic lead assignment: New leads are shared across telemarketers by round-robin. A lead from a telemarketer's own campaign goes straight to them.

  • Telemarketer workspace: Call logs, appointments, birthday reminders, and lead status from Pending to Converted, plus a daily end-of-day summary email.

  • Digital trial-pack vouchers: Parents receive a QR voucher and redeem it at their chosen outlet. The retailer scans it in seconds.

  • Retailer web app: Outlets log in with their outlet code, display their QR, redeem vouchers and track their incentives.

  • Digital loyalty stamps: The retailer scans the parent's QR and uploads the receipt. After 20 stamps at the same outlet, the parent earns a free pack of Chil-kid.

  • Commission engine: Incentives are calculated for each converted customer, with per-outlet overrides for the Morinaga and Mori-Mama campaigns.

  • Healthcare partner channel: Clinics, gynaecologists and confinement centres are tracked with medical-rep codes, so referrals from the medical channel are credited correctly.

  • Reports and dashboards: Lead source, trial-pack summary, telemarketing by month and state, age-group analysis, plus SMS and email delivery logs.

Tech Stack

We chose a stack built for nationwide retail scale, fast counter-side scanning and reliable reporting:

  • Web apps: Next.js (Customer and retailer apps, mobile-first)

  • Back office: [Confirm backend framework with CTO] (Admin and telemarketer portal)

  • Database: PostgreSQL (AWS RDS, managed)

  • Cache: Redis (Fast sessions and queues)

  • Reporting: Metabase (Management dashboards)

  • Integrations: SMS OTP + Email (Verification and notifications)

Delivery Timeline

We delivered MoriCares in four phases:

  • Phase 1 - Discovery & Core CRM: Lead capture, campaign links, telemarketer workflow

  • Phase 2 - Retailer & Customer Apps: QR vouchers, OTP login, loyalty stamps

  • Phase 3 - Commission & Campaign Engine: 11 new modules: campaign structure, lead data, commission logic, reporting, APIs

  • Phase 4 - Go-Live & Nationwide Rollout: Pilot outlet first, then rollout to 2,300+ outlets from August 2026

Results & Impact

  • 2,300+ retail outlets: onboarded, each with its own login and QR code

  • 1,100+ healthcare partners: tracked in the medical referral channel

  • 2 nationwide campaigns: Chil-kid 700g and Mori-Mama 110g trial packs, running on one platform

  • One source of truth: for leads, vouchers, stamps and incentives, replacing spreadsheets and paper stamp cards

  • Automatic incentive calculation: per outlet and per campaign

Key Takeaways

Trade marketing for a consumer brand runs through three groups who never sit in the same room: telemarketers, retailers and parents. The key was giving each group its own simple view of the same data.

At a busy retail counter, speed decides adoption. Every retailer action was designed around a single scan, so recording a sale or a stamp takes seconds, not minutes.

Incentives drive usage. When each outlet can see its own incentives, it has a clear reason to recruit new customers, and the system grows with the rollout.