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Capillary Technologies launches social CRM for China-based WeChat

Capillary is now building a 10-member technology team in China which will help it to understand the local market better.

Bengaluru-based Capillary Technologies has launched social CRM for China-based app WeChat which currently has over 700 million monthly active users. Tencent-owned WeChat offers its users a wide array of capabilities like ordering a cab, buying from e-retailers, emailing, peer-to-peer payments and others. With this social CRM, brands on WeChat will now be able to enhance its engagement with its customers after understanding its user behaviour thoroughly. Along with it, the CRM will also provide customer’s transaction history with the particular brand. Capillary’s social CRM will also allow location tracking that will let consumers find their nearest store of their favourite brands and check store-specific offers on WeChat. The company is also integrating its e-commerce CRM with Alibaba-owned online retailers Tmall and Taobao Mall. E-commerce CRM allows brands to manage cumulative consumer data centrally and run integrated loyalty channels across online, offline and third party e-commerce marketplaces. Further, the company is also collaborating with apparel retailers like Lee, GXG, VF. “In China, CRM is looked into two ways that is social and e-commerce CRM. At Capillary, we are striving to integrate these. As online to offline commerce is predominant in this region, adding a social layer to CRM makes it a powerful tool,” Amit Haralalka, GM of China and North Asia, Capillary Technologies told ET on a call. He further added that China’s ecommerce market is more developed and agile when compared to other developed markets like US. At present, Middle East is Capillary’s largest market. The online market in China has grown 12-fold since 2011 and is expected to be valued at $186 billion by 2021, according to London-based research firm Mintel. Witnessing the scope in the market, Capillary is now building a 10-member technology team in China which will help it to understand the local market better. “After Bengaluru, this will be our second development centre which will focus entirely on the local market,” says Aneesh Reddy, CEO and co-founder of Capillary Technologies.


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