iKala Assists Unikid to Implement AI-Driven Membership Management Transformation
Introducing the iKala CDP for Data-Driven Customer Insights
iKala, a leading AI transformation solutions provider from Taiwan, announced today that it has helped Unikid, a renowned Taiwanese infant and toddler formula manufacturer, to implement the iKala Customer Data Platform (CDP). Leveraging iKala's AI and data analytics technologies and its extensive experience in assisting clients across various industries with digital transformation, this collaboration aims to transform the sale of infant and maternal products through data-driven strategies. iKala CDP will collect and integrate first-party customer data from various channels of Unikid, enabling customer segmentation and precise marketing. It will also facilitate customized promotion guides for different sales channels, thereby enhancing member retention and accelerating the integration of online and offline channels to maximize product sales.
In response to the shifting consumer behavior towards online shopping and the challenges posed by declining birth rates, the traditional infant and maternal retail industry faces new market dynamics. Unikid, as a provider of infant formula, has a significant reliance on physical pharmacy outlets, which currently account for 80% of product sales. With the rapid increase in large-scale and chain pharmacies, customer data is dispersed throughout the various locations. Although Unikid has integrated member data from online and offline channels through its own platform, there is a need to gain consumer data insights and implement remarketing more efficiently. Therefore, the decision to implement iKala CDP will integrate and analyze member data from different channels, deepen member management, and practice marketing automation, and is aimed at providing consumers with a highly satisfactory experience. This partnership seeks to strengthen Unikid's competitiveness in the Taiwanese infant and maternal product market.
iKala CDP provides a comprehensive approach that integrates internal and external data, data analytics, and precision marketing applications, assisting Unikid in optimizing the complete customer journey. This further enhances product conversion rates and customer lifetime value through personalized member experiences.
Integrating the Member Database for Comprehensive Data Management
Unikid's product distribution channels encompass pharmacies, department store counters, the official website, phone orders, and more, spanning both online and offline platforms. In the past, they had self-developed integration platforms to consolidate member data from different channels. With the implementation of iKala CDP, data management has become a streamlined process from data collection and analytics to application. In collaboration with Unikid's efforts to execute their first comprehensive member segmentation strategy, iKala CDP, based on the stages of maternal and infant development, has integrated user data. This comprehensive view of customer data enables Unikid to quickly make data-driven decisions in their marketing efforts.
AI Modules Analyze Consumer Behavior to Uncover Value
iKala CDP can segment audiences based on member consumption behavior and automatically label mothers during pregnancy and the age of the baby as segmentation criteria. In the future, AI predictive modules will forecast key indicators like purchasing, attrition, potential customers, and lifetime value. These predictive models will analyze maternal and infant consumption behavior and preferences. This data-driven marketing approach helps in recommending products that genuinely suit customers' needs, further assisting Unikid in understanding member behavior for more precise data analytics and application.
Marketing Automation Boosts Website Repurchase Rate by 80%
Unikid has a member base of hundreds of thousands, but due to the vast product range and lack of segmentation, personalized recommendations were challenging. iKala CDP has established a complete marketing script for Unikid using marketing automation tools. It allows for dynamic labeling with just condition settings, automating marketing list creation. This not only saves marketing professionals 90% of their operational time but also enables the subsequent push of personalized campaign messages to establish a complete customer journey. By optimizing marketing for higher conversion rates, this approach has successfully increased Unikid's official website member repurchase rate by 80%.
Unikid's Chairman Mr. Kang stated, "Unikid has been deeply committed to the infant formula and maternal products industry for nearly 30 years. We have also voluntarily partnered with community pharmacies and developed an all-channel operational service. With the changing habits of consumers, the integration of online and offline services will be an essential skill for the future of maternal and infant products. We hope to provide consumers with equal services and a consistent purchasing experience anytime, anywhere. With the professional AI and data analytics services of the iKala CDP team, we aim to establish a 360-degree customer service approach, achieving an 'omnichannel marketing model' to support Unikid's brand development comprehensively."
Henry Lu, Sales Director of iKala CDP, commented, "A common challenge in the maternity and infant industry is the 'attrition during product transition at different stages.' Consumer behavior changes rapidly and irreversibly during different stages, making it difficult for marketers to accurately identify stage-specific product recommendations. As babies grow and face transitional periods for product changes, they may switch to other brands, leading to customer attrition. Therefore, the maternity and infant industry needs to embrace a digital transformation mindset, accelerate the establishment of customer data platforms, proactively understand member profiles and user journeys, and engage in long-term member management at different stages. We are honored to work with Unikid to build long-term competitiveness. In the future, we plan to continue using iKala CDP's various AI technologies and data analytics capabilities to assist Unikid in extending the user lifecycle and creating the most comprehensive maternal and infant product ecosystem."
