Back PageRetail Company: Building a Centralized CRM Engine for 20+ Digital Flagships in Southeast Asia
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Scaling CRM for Multi-Brand, Multi-Market Operations
Operating across multiple brands and markets in Southeast Asia, the retail company manages customer engagement at scale through more than 20 digital flagships. As CRM complexity increased, the business required a centralized approach to ensure consistent performance, automation, and insight-driven execution across regions.
Sector and Service
Retail
CRM Strategy & Automation Platform
Challenge
Scaling Consistent CRM Performance Across Distributed Digital Flagships
As CRM operations expanded across markets, traditional campaign execution and fragmented data limited them to activate customer insights efficiently. Disconnected tools and manual processes made it difficult to standardize automation, optimize journeys, and maintain consistent performance visibility across brands. Without a centralized CRM engine, scaling personalization and improving conversion across multiple markets risked becoming resource-intensive and operationally complex.
Strategy
Unifying CRM Through a Centralized Platform
To address this challenge, they partnered with Insignia to deploy a centralized CRM engine to support multi-brand, multi-market operations at scale. The strategy focused on:
- Unifying CRM operations across campaigns, automation, segmentation, and insights
- Leveraging behavior-led segmentation through RFM, onsite activity, view history, and triggered email
- Enabling monthly control via exposed uplift measurement and SKU-driven insights
- Optimizing abandoned cart and browse-first purchase journeys through advanced automation
Outcome
Improved Engagement and Conversion Through Automated, Data-Driven CRM
The implementation of a centralized CRM engine delivered measurable improvements across the CRM performance:
- Higher engagement, with open rate uplift reaching 30–45% and CTR up to 3–4%
- Stronger automation impact, with 50–75% of CRM customers generated via automated journeys
- Improved conversion efficiency, with campaign conversion increasing to 0.4–0.9% across markets
- Enhanced cross-brand visibility through unified CRM insights
A retail company established a stronger data-driven CRM foundation that improved retention across a strategic consumer segment.
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