Case Study: Senheng achieves 12x higher order values with Appier's AIXON AI solution

AI-predicted customer list generated order values 12x greater than that of rule-based segmented list

Senheng, Malaysia’s leading consumer electronics chain with 100+ stores and an online shop, needed a more accurate way to target customers for frequent new-product promotions and to extend its in-store advantage online. The retailer struggled to promote products with no historical transaction data (e.g., a new smartphone series) and relied on limited rule-based segmentation that produced weak results.

Appier’s AIXON unified Senheng’s online and offline data and used AutoML plus a product-similarity funnel to predict likely buyers and create AI-driven segments. The AI-generated lists delivered a 2.8x conversion lift for a new smartphone, a 30% increase in EDM open rate and CTR, a 50% increase in SMS CTR, and ultimately a 12x increase in order value versus rule-based lists.

Senheng

Wong Che Hoe

Senior Vice President