Bata Strengthens Omnichannel CRM Strategy
Leading shoe brand Bata is strengthening it’s omnichannel CRM strategies as it made unroads to newer global market to stay ahead of the digital evolution and stay consumer ready. IT services firm Capillary Technologies has been acting as Bata’s CRM partner in six Asian countries including Singapore, Malaysia, Indonesia, Thailand, India and Bangladesh, and three African countries, Kenya, Zambia, and Zimbabwe. Capillary has powered Bata’s loyalty program for over 2,000 stores in these markets.
With the goal of providing a unified CRM platform across all its markets, Bata will be kicking off its game plan for the Philippines and Vietnam in the second half of 2018.
“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, at 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,” he added.
Since 1894, Bata has been providing versatile quality footwear and accessories which are accessible for all. In April 2017, Bata announced a modernized global brand direction with its new manifesto “Me & Comfortable With It”, which focuses on empowering people to be beautiful and comfortable, no matter who they are, or whatever their style.
The new solutions has helped Bata achieve 2.2X higher returns from targeted campaigns in Singapore and as high as 57X ROI from Facebook campaigns in Malaysia. In other markets as well, the brand has seen 10X increase in ROI from its overall CRM investments. With Capillary’s assistance, the brand has won multiple awards for their CRM and Loyalty programs in 2018.
Abhijeet Vijayvergiya, Capillary Technologies’ President & Managing Director, Global Accounts and APAC, also expressed Capillary’s delight in propelling Bata’s expansion into new markets: “This year, we foresee that Capillary will continue to grow exponentially across the globe. Our association with leading brands like Bata 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.”
In Asia, Capillary is working with 300 million customers and has more than 25,000 stores active on its platform, including Bata, Pizza Hut, and VF Corporation. Fresh off a US$20m funding round led by existing blue chip investors Warburg Pincus and Sequoia Capital, Capillary also plans to use some of the new funds in strengthening its global presence and product portfolio.