The Unified Edge: Transforming Consumer Engagement for a Global CPG Brand

The Challenge: The Cost of “Siloed” Conversations

Our client, a leading Consumer Packaged Goods (CPG) company with a diverse portfolio of household brands, was facing a “data fragmentation” crisis. While they had massive market reach, their digital touchpoints were completely disconnected.

The “Experience Gap”:

• Siloed Systems: Their Loyalty program lived in a standalone app, their CRM data was trapped in a legacy marketing tool, and their direct-to-consumer (D2C) commerce site ran on a third platform.

• The “Stranger” Effect: Because these systems didn’t speak to each other, the brand treated every customer like a stranger. A high-value loyalty member who had spent thousands offline would log into the web portal and see “New Customer” generic ads instead of personalized rewards.

• Low Engagement: Without real-time data, their email marketing was “spray and pray.” Redemption rates for loyalty points were plummeting because the rewards weren’t relevant to the customer’s actual purchase history.

The brand was losing the battle for “share of mind” because they couldn’t deliver a single, cohesive brand experience.

The Moptra Solution: Engineering a Unified Commerce Ecosystem

Moptra didn’t just link the apps; we built a Centralized Customer Intelligence Hub that acted as the single source of truth for all brand interactions.

1. The “Golden Record” Integration: We implemented a Customer Data Platform (CDP) layer to ingest data from the CRM, the loyalty engine, and the e-commerce backend in real-time.

• Tech Stack: We used Salesforce Core as the CRM and integrated it with the commerce frontend via a custom-built MuleSoft API layer. This ensured that every time a user clicked a link or bought a product, their “Golden Record” was updated in milliseconds.

2. Dynamic Loyalty at Checkout: We moved the loyalty experience from “post-purchase” to “active-purchase.”

• The Feature: Using a headless commerce approach (React.js), we integrated the loyalty wallet directly into the checkout flow. Customers could now see their points balance and apply “Instant Discounts” or “Exclusive Samples” based on their specific tier, without ever leaving the cart.

3. Predictive Personalization Loops: With the CRM and Commerce systems finally synced, we deployed an AI-driven marketing automation flow.

• The Logic: If the CRM noticed a customer hadn’t bought their favorite laundry detergent in 30 days (based on commerce data), the system automatically triggered a personalized mobile notification with a “Double Points” incentive to repurchase.

4. Real-Time Omnichannel Visibility: We enabled “Scan-and-Earn” capabilities. Customers could buy products at a physical retail partner, scan the receipt via the D2C portal, and see their loyalty points update instantly across all platforms—bridging the gap between offline retail and online engagement.

The Outcome: A 35% Surge in Brand Affinity

By unifying the “Digital Triangle” (Loyalty, CRM, and Commerce), Moptra helped the brand reclaim its relationship with the consumer.

• 35% Higher Customer Engagement: Open rates for personalized marketing tripled, and the time spent on the brand’s digital portal increased significantly.

• 20% Boost in Retention: The “Predictive Repurchase” loops successfully reduced churn, as customers felt the brand actually understood their household needs.

• Data-Driven Agility: The marketing team can now launch a segmented campaign in hours instead of weeks, thanks to the unified data lake.

• Increased AOV: By suggesting loyalty-based upsells (“Add one more to hit Gold Tier!”), the average order value on the D2C site rose by 18%.