Capillary Technologies, a Singapore-based company that provides consumer insights, personalised engagement, omnichannel commerce and loyalty solutions, has been appointed as a strategic partner of Bata, a leading shoe brand. The partnership will help Bata strengthen their omnichannel CRM strategies in Philippines and Vietnam.
Beyond these two markets, 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.
Capillary powers Bata’s loyalty program, develops targeted & personalised, omnichannel campaigns, and performs in-depth consumer and business analytics for over 2,000 stores across these markets. With the goal to provide a unified CRM platform for all its markets, Bata will be kicking off its game plan for 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.”
With Capillary, Bata has been able to 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, most recently for the best use of analytics and also for their CRM and Loyalty program in Singapore and Malaysia respectively, in 2018.
“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 omnichannel engagement, we believe we have made some lifelong customers” added Longo.
Abhijeet Vijayvergiya, President & Managing Director, Global Accounts and Asia Pacific, at Capillary Technologies, 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, 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.”
In Southeast Asia, Capillary is working with 14 million customers and has more than 14 hundred stores active on its platform, including Mitra10, Bata, Caring Pharmacy, TungLok Group and McDonald’s. 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 presence in Southeast Asia, including Indonesia, after achieving a threefold growth in the region.
