Case Study: Central Group drives 10x reactivation revenue with Segment reverse ETL
Key results
The challenge
Central Group, a large Asia-Pacific retailer, had customer data spread across previously disparate sources. It wanted to unify that data to deliver personalized experiences and reactivate customers, and preferred to build in-house rather than hire a system integrator.
The solution
Central Group deployed Twilio Segment as its customer data platform, using warehouse activations and reverse ETL to power recency-frequency-monetary (RFM) reactivation campaigns. The team targeted 80 use cases across the customer journey, with more than 20 already live.
“10x in revenue coming from reactivation campaigns by using RFM, which would not be possible without Segment's reverse ETL capability.”
DSDevam SaxenaVice President and Group Head of CRM, Central Group
The results, in context
Central Group achieved a 10x increase in revenue from reactivation campaigns built on RFM and Segment's reverse ETL capability. Roughly 80% of its in-store purchases are linked to its The 1 loyalty card, and building in-house saved thousands of dollars versus hiring a system integrator.