Egg Digital partners with Lotus's to revolutionize CRM, creating personalized experiences.
This is achieved through the first-ever Retail Data Narrative in the Thai retail industry.
Tippawan Wongnatham, General Manager, Analytics AI & Consultation, Egg Digital Co., Ltd., stated, “The challenge for retail businesses today isn't a lack of data, but rather ‘analyzing data, extracting key contexts, transforming them into meaningful insights, and using them to create real value for customers.’ We therefore leveraged the capabilities of RetailMatter, an intelligent retail analytics solution, to analyze billions of transaction data points and the behavior of over 22 million members. This data was then processed and summarized into a ‘shopping identity,’ categorized into three main groups: SAVE (value for money, focusing on coupons and coins for discounts), SMART (convenience, smart online shopping), and HEALTH (good health through fresh fruits and vegetables). This identity is then further developed into ‘Shopping Wrapped,’ an easy-to-understand shopping story for each customer. This allows for the delivery of personalized coupons and privileges that accurately align with their behavior and lifestyle, ultimately driving tangible sales growth.”
Ratthee Charoenratvorakul "When we clearly understand the identity and context of each customer, we can access their behavior and needs in depth. These insights are then used to develop Martech and CRM services that systematically integrate Data, Technology, and Creativity. This solution is designed under two main concepts: Seamless Identity Mapping and Speed-to-Market, developed on LINE LIFF to allow customers to access the experience instantly with a single click through LINE, without needing to download an app or register again. The system can link LINE IDs with Member IDs in real-time, support big data processing, and enable truly personalized communication with customers at every touchpoint. Based on this structure, we developed the My Lotus’s Fest 2025 campaign, the “My Shop Story” shopping story, encompassing Customer Experience design, UX/UI, and Creative Content on LINE LIFF, as well as CRM strategy and integrated communication plans to create continuous engagement. The result is an easy-to-use, fun, and personalized customer experience, while strengthening long-term brand loyalty."
Worawan Pienlikitwong, Chief Executive Officer The Transformation team at CP Extra Public Company Limited stated, “In the past, retail CRM has often focused on ‘providing benefits’ but has not been able to transform that into a truly ‘meaningful experience’ for customers. At Lotus’s, we have upgraded from traditional CRM to an AI-powered retail platform that uses first-party data to build individual-level intelligence. ‘My Shop Story’ is a significant step where we transform transaction data into stories that customers feel ‘represent me’ and that are truly applicable. We don’t see this as a campaign, but as the foundation for a next-generation CRM that connects every touchpoint, from data and insights to personalized experiences in real-time. This will be a key engine driving both customer lifetime value and Lotus’s long-term growth.”
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