Leverage data-driven marketing to increase customer loyalty

Posted on June 22, 2023 by Jubin Mehta

The article was originally published on Philippine Retail Association’s (PRA) Quarterly Magazine.

With a global economic downturn and correction in marketing spending, brand marketers across the globe are focusing on more making getting the maximum RoI on their campaigns. At Capillary, having worked with more than 250 enterprises, we see that a majority of the marketing budget is spent on acquiring new customers while it is a known fact that loyal customers are the ones who contribute more towards business growth. In such a scenario, it is incredibly important to focus on customer loyalty and have programs that provide genuine value to customers. And this is where data-driven marketing comes into play.

What is data-driven marketing?

Data-driven marketing refers to the practice of utilizing data and analytics to guide marketing strategies, decision-making, and campaign execution. Data-driven marketing encompasses a range of activities, including customer segmentation, predictive modeling, A/B testing, marketing automation, and performance tracking. It enables marketers to optimize their campaigns, allocate resources effectively, and measure the impact of their efforts with greater precision.

According to a BCG report in association with Capillary, “75% of companies acknowledged that data is the most important lever to drive growth and efficiency.” And this is why data-driven marketing is so important.

Common Pitfalls for implementing data-driven marketing

This is easy to understand and data-driven marketing has become a bit of a buzz word but what really holds back marketers from using data adequately?

Not having a strategy in place: One of the most significant pitfalls is diving into data-driven marketing without a clear strategy. It is crucial to establish specific goals, identify key performance indicators (KPIs), and outline the steps needed to achieve desired outcomes.
Not having access to rich data: Data is the lifeblood of data-driven marketing. However, many businesses struggle with accessing the right data or having incomplete and inaccurate data. Lack of data integration, siloed systems, or outdated data sources can limit the effectiveness of data-driven marketing efforts.
Lack of technology to segment and target the audience: Segmentation and targeting are crucial aspects of data-driven marketing. However, without the right technology like Capillary’s Nudge Framework, businesses may find it challenging to effectively segment their audience and deliver personalized messages.

How to overcome these challenges?

- Collecting Meaningful Data: In today’s digital age, there are several touch points where data is generated such as online forms, transactional systems, or customer surveys. Designing seamless customer journeys can help in collecting meaningful data which would generate reliable, actionable insights.
- Having a Headless Technology in Place: A headless technology architecture allows for flexibility, scalability, and seamless integration of various systems and channels. By decoupling the front-end presentation layer from the back-end systems, businesses can leverage multiple marketing technologies and tools to collect, analyze, and activate data.
- Having the Entire Organization Aligned to Drive Loyalty as an Outcome: Implementing data-driven marketing requires a holistic approach and alignment across the entire organization. It’s not just the responsibility of the marketing department; every department should be involved in driving customer loyalty as an outcome.

Leveraging on technology

Leveraging technology is a critical component of successful data-driven marketing. By utilizing various tools and platforms, businesses can enhance their marketing efforts, gain valuable insights, and drive customer loyalty.

Choosing the right platform: There is a wide range of technology tools available to support data-driven marketing initiatives. Customer Data Platforms (CDPs) help businesses collect, unify, and manage customer data from multiple sources. Loyalty software helps design and manage loyalty programs and Engagement software facilitates personalized and timely communication with customers across various channels. A single platform like Capillary gives all of these capabilities.

Forming a 360-degree customer view: By integrating data from different touchpoints, such as transactions, website interactions, social media, and customer service interactions, businesses can gain a comprehensive understanding of individual customers. This holistic view enables deeper insights into customer preferences, and behaviors, and brings the ability to deliver hyper-personalization.

Reducing CAC, Increase RoI, and driving customer loyalty

In conclusion, the implementation of data-driven marketing strategies can lead to significant benefits for businesses, including reducing customer acquisition costs (CAC), increasing return on investment (ROI), and driving customer loyalty.

Reducing CAC is a crucial objective for any organization, as it directly impacts profitability. Data-driven marketing enables businesses to identify the most effective channels, campaigns, and customer segments to acquire new customers at a lower cost. By analyzing data, businesses can allocate their resources more efficiently and focus on the strategies that yield the highest ROI. This leads to improved cost-effectiveness and a more sustainable approach to customer acquisition. And increase in ROI is a key metric that reflects the overall success of marketing efforts.

Both of these drive focus on customer loyalty and when data-driven marketing is implemented in the right fashion, business growth and customer loyalty are a natural outcome.

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Capillary Shines Bright at International Loyalty Awards 2023

Posted on June 20, 2023 by Capillary Marcom

London, Minneapolis, and Bengaluru- June 20, 2023

Capillary Technologies, a global leader in customer engagement and loyalty solutions, proudly announces its success at the esteemed International Loyalty Awards. The company’s unwavering commitment to innovation and excellence has garnered them six prestigious accolades at this year’s International Loyalty Awards, an annual event that recognises and pays tribute to brands building lasting and profitable customer relationships.

Held in London for 2023, ILA brings together the leaders in loyalty, to celebrate innovation, creativity and brilliance. Capillary Technologies won three awards and two commendations for work with its esteemed customers like Jotun, Vishal Mega Mart, Shell Go+ and Al-Futtaim Group. Joe Doran, SVP of Loyalty, Capillary Technologies was recognized under the 30 under 40 list of Loyalty Royalty, awarded to incredible talent flourishing in the loyalty space. Here’s the list of awards for Capillary:

1. “Best Use of Gamification to Enhance Loyalty” for Jotun
2. “Best Loyalty Programme of the year – Food Retail & Non Retail” for Vishal Mega Mart
3. “Regional Winner Asia including the Indian sub-continent and all areas East” for Vishal Mega Mart
4. 30 Under 40: Joe Doran, SVP of Loyalty, Capillary Technologies
5. Highly Commended: Al-Futtaim Group, Blue Rewards
6. Highly Commended: Shell Go+, Shell Indonesia

The Loyalty Awards 2023 covered 18 categories in all and were adjudicated by judges from across the world. The loyalty award winners were announced at a gala awards dinner held at Old Billingsgate in London, UK on June 13.

Sameer Garde, CEO of Capillary Technologies, expressed his enthusiasm for the company’s achievements, stating, “We are absolutely thrilled and honored to have such great recognition at the International Loyalty Awards this year. We’ve been relentlessly helping our clients achieve three key outcomes: dramatically reducing CAC (cost of customer acquisition), increasing RoI on loyalty programs, and demonstrating RoI via analytics. And these awards are a testament to value that our customers are deriving through the Capillary platform and the team’s consultancy practice. We are proud and excited to keep serving our customers better and driving many more such results!”

Dian Kusumadewi, Vice President of Mobile Marketing at Shell said, “Listening to what consumers seek and need is at the heart of what we do, and that fueled us to take the leap of faith to move our Loyalty platform from card-based to app-based last year. The result has been amazing, we tripled member active rate and accelerated member acquisition tremendously from bringing in compelling offers that delight consumers, thanks to Capillary and all the stakeholders involved.”

Huynh Tran Nam, Marketing Director of Jotun Vietnam stated, “This award is a testament to our unwavering dedication to our partners/ painters. By blending the excitement of gamification, we’ve experienced unparalleled levels of engagement and deeper connections with our valued partners/ painters. This recognition reaffirms our commitment to them and solidifies our position as industry leaders. We are deeply grateful for the remarkable honor and will continue to push boundaries and set new benchmarks with gratitude and enthusiasm.”

Gunender Kapur, Investor CEO at Vishal Mega Mart said, “Vishal Mega Mart is on a mission to make aspirations affordable for all its customers. When we launched our loyalty program ‘Shop for Free’ back in 2012, we were amongst the first few that went mobile only. Since then, we have grown to become one of the largest programs with 100M+ satisfied shoppers who visit our ever increasing number of stores across the length and breadth of the country. We have leveraged analytics at scale to deliver value to our shoppers. Our campaigns are personalized for individual shoppers based on their preferences of when and what they buy, helping us fulfill their aspirations. We are proud to partner with Capillary Technologies. They clearly understand our mission, and have enabled us to engage effectively with our shoppers.”

“Receiving the ‘Best Long-Term Loyalty Initiative Award’ is an honour that underlines our commitment to customer satisfaction and loyalty,” said Himanshu Shrivastava, Chief Technology Officer at Al-Futtaim Group. “Through our partnership with Capillary Technologies, we’ve designed the Blue Rewards program to provide significant value and experiences to our customers, cementing their loyalty to our diverse portfolio of brands. The recognition from the International Loyalty Awards is a strong validation of our strategy and execution, and it motivates us to continue innovating for the benefit of our valued customers.”

(L-R) Team Capillary: Vanita Vasudevan, Ben Stirling and Joe Doran

Speaking about the 30 under 40 Loyalty Royalty recognition, Joe Doran, SVP of Loyalty at Capillary said, “It is extremely exciting to be included in this list of digital innovators & loyalty ambassadors across globally-recognized companies. Capillary is the global leader in loyalty and truly enables its leaders to be trusted advisors, delivering on brand promises built on data strategies & custom loyalty experiences. This recognition is a testament to our commitment to our clients as we continue to push the boundaries of loyalty and digital solutions. Cheers to the future of loyalty!”

These recognitions come on the back of an eventful 2023 for Capillary- Firstly, Capillary was named a Leader on the Forrester Wave for Loyalty Technology Solutions Q1, 2023 Report. Post this, Capillary announced the acquisition of Texas-based Brierley and then went on to announce a $45 million Series D fund raise. Most recently, the company acquired US and UK based Tenerity’s Digital Connect Assets to strengthen Capillary’s rewards network and is now firmly poised to become the best loyalty company in the globe.

About Capillary Technologies

Founded in 2012, Capillary Technologies has a presence across the United States, India, the Middle East, and Asia, in particular, South East Asia. Capillary is an end-to-end customer loyalty platform that offers a comprehensive view of consumers, and unified, cross-channel strategies that deliver a real-time omnichannel, personalized, and consistent experience for customers. Powering 100+ loyalty programs, across 30+ countries, Capillary works with 250+ brands including the likes of Tata, PUMA, Shell, Al-Futtaim, Petron, Domino’s, Kanmo Group, and Marks & Spencer. With a massive reach of 1Bn+ consumers and processing 5Bn+ annual transactions, the company has the backing of Warburg Pincus, Sequoia Capital, Avataar Ventures, and Filter Capital. For more information, visit www.capillarytech.com.

Media Contact:
Jubin Mehta
Head of Corporate Communications
jubin.mehta@capillarytech.com

HostingAdvice.com interviews Capillary CTO, Piyush Kumar

Posted on June 19, 2023 by Capillary Marcom

Capillary makes third acquisition in the US; acquires Tenerity’s Digital Connect Assets

Posted on June 9, 2023 by Capillary Marcom

Capillary makes third acquisition in the US; acquires Tenerity’s Digital Connect Assets

Posted on June 8, 2023 by Capillary Marcom

Bengaluru, India and Minneapolis, USA – June 8, 2023

Capillary Technologies, a leading customer loyalty and engagement technology solutions provider, today announced the acquisition of Tenerity’s Digital Connect Assets. Through this acquisition, Capillary strengthens its position in the US and Europe by acquiring a rich network of rewards ecosystem that Digital Connect enables.

Digital Connect will be rebranded to Rewards+ and will be added as the fourth product on the Capillary platform alongside Loyalty+, Engage+, and Insights+. With this, Capillary will be the only company with a full suite of end-to-end intelligent loyalty solutions, inclusive of technology platform, consulting, loyalty program design, analytics, full rewards network, and marketing communications.

Digital Connect enables companies to engage customers with compelling offers to make their brand memorable every day and, ultimately, generate incremental revenue. With a strong foundation in artificial intelligence and analytics, Digital Connect (now Rewards+) drives profitable loyalty by bridging engagement and monetization. Over the last year, Digital Connect has developed an extensive rewards network and has made significant inroads in the BFSI/telecom industry with some marquee clients.

Digital Connect’s team is based out of the US, UK, and India. With the addition of the Digital Connect team, Capillary will expand its footprint in the US and establish a firm foothold in Europe. In the US, the Digital Connect team will join forces with Capillary’s previous acquisitions of Persuade (2021) and Brierley (Apr 2023).

“We are delighted to extend our warmest welcome to Digital Connect’s exceptional team as they join Capillary. As we build on the momentum brought in by getting named as a Leader on the Forrester Wave and integrating Brierley’s unparalleled 30+ years of industry expertise, the addition of Digital Connect’s Rewards network solidifies Capillary as the unequivocal pinnacle of loyalty solutions. With our highly advanced technology platform, world-class consultancy services, and an expansive rewards network, Capillary is arguably the best loyalty company in the world,” says Sameer Garde, CEO of Capillary Technologies.

“After 10 years of robust growth in Asia, Capillary’s global expansion has now entered a full-throttle phase. Following two years of careful oversight to ensure a seamless merger with Persuade, we have swiftly acquired two businesses in succession. Digital Connect’s specialized focus on the BFSI/telecom industry will accelerate our entry into a new vertical. We are delighted to welcome Digital Connect onboard and embark on a collective journey of transformation and growth,” says Aneesh Reddy, Founder, and MD, Capillary Technologies.

About Capillary Technologies:

Media Contact:

Jubin Mehta
Head of Corporate Communications
jubin.mehta@capillarytech.com

Capillary Technologies Secures $45mn In Series D Round

Posted on June 2, 2023 by Capillary Marcom

Capillary raises $45mn to build the best loyalty management company globally

Posted on June 1, 2023 by Capillary Marcom

Bengaluru, India and Minneapolis, USA- June 1, 2023

Capillary Technologies, a global leader in loyalty management and customer engagement technology solutions, today announced the successful closure of its Series D funding round. The company has raised $45mn million from a consortium of global investors- Avataar Ventures along with its LPs (Pantheon, 57Stars, and Unigestion), Filter Capital, and Innoven Capital.

The funds raised through the Series D funding will play a pivotal role in driving Capillary Technologies’ global expansion efforts and supporting its mergers and acquisitions strategy. Over the past few years, the company has achieved remarkable success as enterprise brands worldwide increasingly prioritize customer loyalty to enhance retention rates and decrease customer acquisition costs. Notably, Capillary Technologies witnessed exceptional growth in the United States, expanding 3.5 times since the acquisition of Persuade in 2021. The US now accounts for more than a third of Capillary’s revenue.

The company also solidified its position through the acquisition of Texas-based Brierley, a global leader in loyalty. Furthermore, Capillary Technologies received recognition as a Leader on the Forrester Wave for Loyalty Technology Solutions earlier this year. These accomplishments, coupled with ongoing developments, position the company on a trajectory to become the foremost loyalty technology company globally.

Capillary Technologies’ Founder and MD, Aneesh Reddy said, “It has been an incredible journey over the past decade and a half. There have been immense learnings and I am grateful for the support of all the investors we’ve had till now and I am pleased to welcome new investors onboard. Commitment from marquee investors like Avataar’s LPs along with existing investors Avataar Ventures and Filter Capital is a testament to the value Capillary Technologies has created in the loyalty domain. With this new funding, we are poised to expand our footprint in North America and Europe and pursue strategic acquisitions that align with our vision of becoming the preeminent loyalty company globally.”

Mohan Kumar, Managing Partner at Avataar Ventures said, “It has been truly remarkable witnessing Capillary’s business transformation over the past four years. The strategic decision to diversify from Asia into the US and Europe, encompassing various consumer verticals beyond retail, has been nothing short of impressive. This move has catapulted Capillary into a leadership position in Loyalty software and this has been recognized by external mentions like the Forrester Wave. Given the expanded addressable market and the immense potential that lies ahead, Avataar is wholeheartedly committed to supporting Capillary in its pursuit to become a global market leader.”

Speaking about the investment, Sameer Garde, CEO of Capillary Technologies said, “The last year has been nothing short of euphoric for Capillary. Right from winning some very large accounts across the globe to being named a Leader on the Forrester Wave, the energy in the team is infectious right now. We are thrilled to have such esteemed partners join us in our journey toward transforming the loyalty landscape globally. This funding will enable us to extend our reach and capabilities to deliver exceptional customer loyalty experiences to a broader range of businesses across diverse markets.”

Capillary works with 250+ enterprise brands touching more than 1 billion customers across the globe. Some of the largest loyalty programs in the world are run on Capillary’s AI-powered SaaS platform which is loved by brand marketers. The product suite has an extensive integration ecosystem which makes it easy for enterprise brands to go live faster and start seeing results. The secured funding will bolster Capillary’s value proposition and accelerate its global expansion, fostering continued growth across markets.

About Capillary Technologies