Capillary Technologies has entered into a strategic partnership with Blue Label Engage.
The cloud-based loyalty, mobile and social CRM solutions company has also announced its entry into the South African market by opening up new offices in Johannesburg.
According to Aneesh Reddy, co-founder and CEO of Capillary Technologies, the partnership with Blue Label was part of the brand's expansion efforts.
SA presents a unique opportunity for the company, he notes. "Retailers in South Africa are very interested in identifying new streams of top-line growth and bottom-line optimisation. South Africa also has a large consumer and retail market, who are yet to explore new technologies like cloud and analytics," says Reddy.
"Having a presence in Johannesburg will enable us to better serve our growing South African client base. South Africa is the logical point of departure for our expansion plans across the continent."
Smart customer engagement solutions offer real-time, high-quality data capture, actionable analytics and instant shopper gratification, says Reddy, adding that combining big data with a robust, cloud-based analytics engine significantly increases loyalty and sales.
As an example, Reddy cited how Capillary helped Pizza Hut break down its large customer base into more manageable groups based on their purchasing tendencies and behavioural indicators. These groups allowed the fast food company to better predict future purchases and target campaigns at customers via their preferred engagement channels, which yielded incremental sales growth across its restaurants and delivery business.
As technology improves, consumers are becoming more and more comfortable with shopping online, says Reddy. Despite this, many retailers view their online business as a different business to their offline one. "They often don't apply the same efforts or energy in their online business as they do for their in-store business," he adds.
According to Reddy, the digital economy requires good connectivity, regardless of the circumstances. This makes it important for traditional retailers to embrace technology like cloud because it gives them an integrated solution that offers massive incremental business growth at a reduced cost.
The fact that customers want personalised experiences, Reddy stresses, makes analytics one of the most powerful tools available to retailers. "Online retailers should extract value from their data, beyond just information gathering and monitoring, and use it for continued improvement of business operations," he continues.
"Retailers need to provide an integrated customer experience (both offline and online) through various channels," he concludes. "The nature of customer insight might be changing, but its value to successful retailers will only grow."
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