Nandini Swami
19BSP1650
BATA : The role of CRM
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.
Importance of Collaborative CRM :
Collaborative CRM software Enhances Customer Satisfaction: By using collaborative CRM
software your company will streamline sales, marketing and customer support processes
resulting in enhanced company-wide communication and Customer Satisfaction. No longer
will your customers have to repeat themselves to different sales or support representatives as
all information is shared in real time. Important private and public customer information can
be shared based on user-permessions for the team to take advantage of. Customers now will
feel heard and important when talking to your employees. Less time is wasted searching for
answers to questions, leaving more time to work on the Relationship. Collaborating with the
stakeholders streamlines business processes and help achieve business goals sooner. This
reduces customer and employee frustration levels, allowing for a better quality experience for
the Customer. Test drive Salesboom's Collaborative CRM software solution now.
While every business must depend on a Customer Relationship Management CRM system to
manage their sales, marketing and support, only few CRM software solutions are considered
collaborative. A true collaborative CRM system will allow managers and supervisors to
communicate and share thoughts, ideas, workloads and tasks with their superiors and
employees alike. Chances are if a manager communicates his ideas and tasks clearly and
professionally to his/her employees, they will correspond and be motivated to complete tasks
required. Only a collaborative CRM software solution can help a manager and his team
achieve such a goal.
Another aspect of collaborative CRM is the ability for company employees to communicate
share, and collaborate easily with customers, partners, suppliers and vendors. Collaboration
between all stakeholders is the desired end goal.
The idea of collaboration in the workforce is not new and has been redefined evertime a new
technology innovation makes it to the market. The technology advancement in the Cloud has
made it easy for CRM vendors to offer complete cloud-based collaborative CRM software
solutions that harness the power of the Internet as a collaborative business platform.
