KUALA LUMPUR: All-in-one marketing platform, Skale, could provide fast-moving consumer goods (FMCG) brands with a suite of ready-to-deploy digital solutions that brands can activate in a few clicks to drive fully trackable in-store sales.
Skale's platform could also capture both prospects' and in-store customers' first-party customer data without any integration with the retailer's systems.
For years, FMCG brands have been trying to crack the customer data riddle to develop a deep understanding of their customers and enable the ability to go direct to consumers.
According to a study by the IBM Institute for Business Value, 72 per cent of consumers still rely on stores as their primary shopping resource.
Skale said gathering first-hand customer data is challenging to achieve in the brick-and-mortar world consistently and increasingly online, too, with the disappearance of third-party cookies.
Skale founder Yuet Whey Siah said that for these brands, marketing is the first touchpoint to reach customers and can be harnessed to track and capture customer data from the get-go.
"Data is only as important as how we want to use it, and Skale is the platform that helps these businesses acquire the data and offers them a myriad of ways to utilise this data to drive tangible results," he said in a statement.
Skale said that FMCG brands could personalise and deliver a better customer journey experience by leveraging the rich customer database.
They can use the data to upsell and cross-sell related products to grow the customer's brand advocacy and lifetime value.
For example, an FMCG brand can ensure that their customers never run out of shampoo by sending automated messages to their shoppers when their shampoo is running low based on their past purchase date.
This gives the impression that the brand knows them.
With Skale, FMCG brands can now finally put a face on their offline customers.
Skale is one of the companies under GrowthDesk, a marketing platform built for advertisers and small and medium enterprises.