Bata strengthens omni-channel CRM journey to new markets in South-east Asia

By Muneerah Bee

Singapore-based software product company Capillary Technologies has been appointed as a strategic partner of Bata. The partnership will help the shoe brand strengthen their omni-channel customer relationship management (CRM) strategies in Philippines and Vietnam in the second half of 2018.

Capillary will power Bata’s loyalty programme, develop targeted and personalised omni-channel campaigns and perform in-depth consumer and business analytics.

“We want to bring together exceptional products and best-in-class retail technology to realise our passion for customer delight and deliver an exceptional customer experience. To really improve our brand-customer relationships, we feel it is imperative for us to find ways to walk and talk with our consumers across the various channels and touch points they use in their buying journey. The engagement had to be consistent, connected and seamless,” said Roberto Longo, president, Asia-Pacific, Bata. “Capillary has helped us achieve this, having been our trusted partner across six countries in Asia. There was no doubt about banking on Capillary’s expertise and innovative technology to take us ahead in Philippines and Vietnam.”

With Capillary, Bata has been able to achieve 2.2 times higher returns from targeted campaigns in Singapore and as high as 57 times return on investment (ROI) from Facebook campaigns in Malaysia. In other markets as well, the brand has seen 10 times increase in ROI from its overall CRM investments, according to the company.

Abhijeet Vijayvergiya, president and managing director, Global Accounts and Asia-Pacific, at Capillary Technologies, commented: “Our association with leading brands like Bata, who have partnered with us in many markets, reinforces the fact that the trajectory we have chosen for the company is the right one. We are definitely thrilled to help Bata in expanding its footprint in the Asia region.”

For more than three years, Capillary has been acting as Bata’s CRM partner in six Asian countries including Singapore, Malaysia, Indonesia, Thailand, India, Bangladesh and also three African countries – Kenya, Zambia, and Zimbabwe.

“We didn’t want to be just another shoe brand to our consumers. A brand they might be buying from once in a while. Instead, we wanted to build a close relationship with them and become a part of their lives. Thanks to Capillary, through targeted campaigns, insight backed CRM decisions and omni-channel engagement, we believe we have made some lifelong customers,” added Longo.

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