Back PageFMCG Company: Modernizing CRM and Loyalty for the ‘Ibu & Balita’ Ecosystem
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Strengthening CRM Foundations for a Lifecycle-Based Consumer Ecosystem
As a leading FMCG brand focused on maternal and early childhood nutrition, this company manages long-term consumer relationships across the Ibu & Balita lifecycle. With engagement spanning multiple stages of parenthood, the brand required a CRM and loyalty foundation capable of supporting accuracy, personalization, and sustained engagement over time.
Sector and Service
FMCG
CRM Operations
Data
Loyalty Management
Challenge
Operational Inefficiencies in Lifecycle-Based CRM Management
Managing CRM for a lifecycle-driven consumer segment introduced increasing complexity. Fragmented data, inconsistent engagement across touchpoints, and manual reporting limited the brand’s ability to deliver timely, relevant communication while maintaining data accuracy and segmentation quality. Without a modernized CRM foundation, scaling loyalty engagement risked becoming inefficient and less impactful.
Strategy
Modernizing CRM Operations to Support End-to-End Lifecycle Engagement
To address these challenges, they restructured its CRM and loyalty ecosystem with a focus on data accuracy, operational efficiency, and lifecycle relevance. The strategy centered on:
- Restructuring and cleansing SPG data to improve segmentation accuracy and targeting
- Streamlining CRM operations through monthly analytics and loyalty tracking
- Enabling lifecycle-based communication aligned with maternal and child development stages
- Improving reporting speed and consistency to support more agile decision-making
Outcome
A Stronger CRM Foundation Supporting Long-Term Consumer Relationships
The modernization of their CRM and loyalty ecosystem delivered clear performance improvements:
- 15% retention rate improvement driven by lifecycle continuity
- +12% linkage rate, improving ID consistency across touchpoints
- Faster reporting and enhanced data visibility, enabling more precise loyalty engagement
- Stronger alignment between CRM insights and content relevance
By modernizing its CRM, the FMCG company strengthened long-term engagement with mothers and reinforcing retention within a strategic consumer segment.
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