Makro's investment in Infobip's cutting-edge solution marks a significant step forward in enhancing its omnichannel communications and boosting the conversion rate for eCoupons. With the Thai government launching several schemes aimed at supporting consumers with discounts on goods from participating shops, Makro was keen to get behind the initiative and help 35,000 of their retail business customers who had registered for the Thong Fah (Blue Flag) Pracharat scheme. The program was divided into two phases.
In Phase 1, Makro successfully implemented Infobip's customer engagement solution, Moments to send coupons directly to customers' mobile phones via SMS. Through meticulous tracking, accurate data analysis was achieved, and an automatic SMS reminder was sent to merchants who hadn't used their coupons within the two-week validity period. This resulted in a significant increase in personalized eCoupon conversion rates for Makro retail customers, from 30% to 60%.
To ensure maximum effectiveness and efficiency in data processing, Infobip also partnered with Wise Target from its Partner Connect Program to integrate seamlessly with the solution. Wise Target utilized its expertise in ETL (Extract, Transform, Load) processes to sync and cleanse the data before it was loaded into the customer data platform, People CDP, as well as assisted in generating and hosting the barcode coupon.
In Phase 2, Makro expanded their customer engagement strategy by introducing LINE, a widely used chat app in Thailand, as an additional channel. This allowed customers to receive personalized eCoupons and reminders through their preferred channel, leading to a similar doubling of the conversion rate for LINE users and eCoupons. This strategic decision enhanced customer satisfaction, reduced costs by leveraging digital channels, and showcased Makro's dedication to innovative and customer-centric solutions.
Mr. Eakarin Leemaharoungruang, Associate Director Marketing Trade Plan and Transformation, CP Axtra PCL said: "The omnichannel capabilities that Infobip provides have played an important role in the success of our eCoupon campaigns and have helped us improve both ROI and the number of engaged customers in the scheme. By using multiple media channels, we were able to achieve higher deliverability rates for our messages and interact with our target audience on their preferred channel. Furthermore, the customer engagement solution Moments and customer data platform People CDP helped us to leverage the data for segmentation and to automate the personalization of campaigns, which resulted in reduced abandonment rates and increased engagement."
"We are thrilled by Makro's positive results from utilizing Infobip's solutions in their customer communication strategy. Their strategic use of Moments, LINE, SMS and People CDP has led to a significant increase in personalized eCoupon conversions, highlighting their dedication to delivering exceptional customer engagement. Our collaboration with Makro has been invaluable, and we look forward to continuing our joint efforts in driving innovation and enhancing customer experiences together", said George Ni, Regional Director of Partnership and Alliances APAC at Infobip.
Makro's digital transformation journey with Infobip is testament to how leveraging multiple channels not only provides customers with a more flexible and convenient experience, but also enables business to benefit from cost optimizations.
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Source: Spark Communications