In today’s world, where customer data is a valuable asset that every brand must have, simply having that data is often not enough for a brand to outcompete rivals and secure a strong foothold in the business landscape. The real game-changer is the ability to use customer data intelligently.
Today, BUZZEBEES will take you behind the scenes to explore how leveraging data from existing customers can turn into a significant revenue stream. We will look at a real case study from Mr. Jaturong Waranyanuwat, the owner of Easy Veggie.
Easy Veggie is a health food and beverage brand that originated from developing the Plant Factory system—a specialized indoor farming system where temperature, lighting, and nutrient levels in the vegetables are meticulously controlled.
The brand’s core products fall into two main categories: fresh vegetables and beverages, including cold-pressed juices and smoothies made from fruits and vegetables. Of course, product quality is fundamental for any brand, and Easy Veggie is no exception.
What makes Easy Veggie truly special, and what we’d like to share today, is how we’ve leveraged customer data to drive sales—achieving monthly revenue of up to 300,000 THB from just 200 customers. This approach has also fueled our business growth by enabling targeted branch expansions.
But before diving into how they achieved this, many business owners might be wondering: how do you collect and use customer data effectively?
For Easy Veggie, the answer lies in using a CRM system. CRM (Customer Relationship Management) helps businesses manage relationships with customers and potential future customers.
This system gathers, stores, and analyzes customer data, empowering business owners to use insights to comprehensively improve their operations. Additionally, it enables effective customer data analysis, which can be leveraged to refine products and services to better meet customer needs.
The CRM PLUS system is a rewards program that allows customers to earn points for purchases made at the store, which can then be redeemed for rewards. When customers make a purchase, the information is sent to CRM PLUS through the store's LINE OA, enabling seamless point accumulation and reward redemption. This system is also integrated with the store's B-POS system.
In the case of Easy Veggie, both the B-POS and CRM PLUS systems from BUZZEBEES are utilized together. The B-POS system is a comprehensive retail management solution that covers both front-end and back-end operations. It enables businesses to manage inventory across branches, create promotions supporting member rewards programs, and handle various payment methods, enhancing overall efficiency.
Another advantage of BUZZEBEES' CRM PLUS system is the Smart Target feature, which allows stores to broadcast messages, product information, news, promotions, and brand updates to specific customer segments. This means content can be tailored to each audience segment, avoiding the need to send the same message to every customer.
So, how does Easy Veggie use this data to drive revenue?
Cross-selling involves promoting additional products or services to regular customers who already shop with the store, encouraging them to try other items. This approach not only boosts sales but also enhances the overall customer experience.
In the case of Easy Veggie, Mr. Jaturong used backend data and the Smart Target feature to filter customer information, identifying Top Spenders, high-frequency buyers, and inactive customers (those inactive for over 30-60 days). Using Smart Target alongside the B-POS system enables the store to determine:
Who are the store’s regular customers?
What products does each customer segment prefer to buy?
This allows the store to broadcast brand news or promotions to specific customer segments. With this approach, customers who already buy Product A won’t see promotions for it, meaning the store doesn’t need to discount Product A for regular buyers who already prefer and frequently purchase it. In the case of Easy Veggie, after filtering customer data, Mr. Jaturong found that:
Customer Group 1 consistently prefers to buy only fresh vegetables
Customer Group 2 regularly purchases only fruit beverages.
Mr. Jaturong then broadcasted different promotions to each customer group:
Customer Group 1, who typically buys only fresh vegetables, saw promotions for other items like fruit beverages, making it easier for them to consider purchasing different products from the store.
Customer Group 2, who regularly buys only fruit beverages, saw promotions for other products like fresh vegetables, encouraging them to explore additional store offerings.
This approach enabled Easy Veggie to increase monthly sales to 300,000 THB from its existing customer base of 200 people.
Using data to adjust store operations and opening hours to match customer lifestyles, Mr. Jaturong found that most customers visit the store very early in the morning, which aligns with their time before heading to work.
Mr. Jaturong decided to shift the store's opening time from 8:00 to 7:30 a.m. Business owners understand that changing operating hours is no small task, especially with skilled staff like kitchen employees, who may need careful consideration to start work earlier. However, with substantial data supporting the belief that opening earlier would significantly increase sales, Mr. Jaturong was able to make this change confidently. This decision led to a noticeable boost in sales.
Develop products that align with the lifestyle of customers who visit the store.
Knowing that most customers shop in the morning before work, Mr. Jaturong identified an opportunity to develop products that better suit this group. He introduced new menu items, such as coffee and breakfast options, which better cater to their needs. As a result, the store saw an increase in product purchases, which subsequently led to higher sales.
Expand Market or Branch Expansion
Mr. Jaturong shared that, based on data from the CRM PLUS system, the majority of the store’s customers are young adults and working professionals. Therefore, when expanding, they strategically chose locations in office districts and trendy areas popular with younger generations.
This approach expands the market by reaching new customer groups similar to the store's existing customer base, strategically entering areas with similar demographics. Additionally, this plan includes international market expansion.
In the case of Easy Veggie, there are plans to enter international markets. This led Mr. Jaturong to choose the BUZZEBEES system, as it simplifies comprehensive data management across both domestic and international locations.
Utilize existing data to rebrand, creating a stronger emotional connection with customers and enhancing brand affinity.
Data from the B-POS and CRM PLUS systems revealed to Mr. Jaturong that the majority of Easy Veggie's customers are working women, whereas the initial assumption was that they were mostly older adults. With these sales insights, Mr. Jaturong planned a rebranding strategy to communicate more directly with this key customer group.
From all that has been shared, it’s clear that Easy Veggie’s success in increasing monthly sales to 300,000 THB began with the essential step of collecting customer data through a CRM system.
Building on that data with powerful systems and features like BUZZEBEES' B-POS and CRM PLUS has truly allowed Easy Veggie to maximize the value of their data, ensuring no insight goes to waste.
