Case Study: Central Group achieves 10x campaign revenue growth with Twilio Segment

How Central Group increased campaign revenues by 10x using consolidated customer data

Central Group, the Thai retail conglomerate, needed a way to unify customer data spread across multiple online and offline touchpoints and create more centralized, personalized engagement. The company turned to Twilio Segment as its customer data platform to connect store, web, app, and CRM data into a single view.

Twilio Segment helped Central Group consolidate data, build dynamic RFM-based reactivation campaigns, and route customer feedback and support workflows more effectively. The result was a 10x increase in revenue from reactivation campaigns and savings of thousands of dollars by implementing the platform in-house rather than using a system integrator.

Central Group

Devam Saxena

Vice President and Group Head of CRM