Erajaya turns to Salesforce to power hyper-personalised marketing for 18m subscribers

Indonesia’s retail and distribution giant Erajaya Group is stepping up its data-driven marketing strategy after deploying new customer experience and marketing tools from Salesforce, enabling the company to deliver hyper-personalised engagement to a subscriber base of more than 18 million users.

The technology rollout centres on Salesforce’s Agentforce Marketing and Data 360 platforms, which the retailer says will help unify customer insights across its sprawling portfolio of brands and enable more personalised, omnichannel experiences.

Headquartered in Indonesia, Erajaya operates more than 2,000 retail outlets nationwide and spans multiple sectors including consumer electronics, lifestyle retail, food and beverage, groceries and electric vehicles. Its ecosystem includes consumer electronics chains such as erafone, iBox and Urban Republic, sports and lifestyle brands including JD Sports, ASICS, Wilson and Garmin, as well as food and beverage franchises such as Paris Baguette, CHAGEE and Bacha Coffee. The group also operates the GrandLucky supermarket chain and distributes electric vehicle brands including XPENG.

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Erajaya first implemented Salesforce technology in 2020. The latest expansion of the partnership aims to consolidate customer data across the company’s many brands and touchpoints, giving marketing teams a centralised view of consumer behaviour and enabling campaigns tailored to individual preferences and purchase histories.

Using Data 360, the company has built a unified customer data layer that aggregates purchase patterns across its portfolio. This allows marketers to move away from fragmented brand-level datasets and instead develop campaigns informed by a broader view of each customer’s lifestyle consumption.

The system also lays the groundwork for the adoption of artificial intelligence tools in the future, supporting the company’s ambition to evolve into a multi-vertical smart lifestyle retailer across Southeast Asia.

The marketing infrastructure is further supported by Agentforce Marketing, which enables the orchestration of customer journeys across multiple channels from a single platform. Through AI-driven personalisation capabilities, Erajaya can recommend products and content based on behavioural signals and purchase history, while coordinating campaigns across email, mobile and digital platforms.

The deployment was implemented with support from Indonesian consulting partner Blend Media Kreasi, which helped ensure the system aligned with the retailer’s operational scale and business needs.

Beyond campaign management, the technology is also being used to strengthen the company’s loyalty ecosystem, integrating loyalty management directly into marketing activities to deepen long-term customer relationships.

“As Erajaya continues to grow across multiple business verticals, delivering consistent and relevant experiences at scale has become increasingly critical. Salesforce provides us with an integrated platform that allows us to unify data, orchestrate customer journeys, and engage customers more meaningfully across brands and channels. This strengthens our marketing effectiveness today while building a strong foundation for future AI-driven innovation,” said Hasan Aula, deputy CEO, Erajaya Group.

The move reflects a broader shift among Indonesian companies towards customer-centric marketing strategies, particularly as the country’s digital economy accelerates.

“Amid Indonesia’s accelerating digital economy, Erajaya is a shining example of how leading companies in Indonesia are shifting from channel-based marketing approaches to fully integrated, customer-centric strategies,” said Andreas Diantoro, president director of Salesforce Indonesia. “We’re proud to be supporting Erajaya to build a strong data foundation to deliver more personalised omnichannel experiences today, while preparing the organisation to leverage AI innovation and transform into an Agentic Enterprise in the future.”

With a growing loyalty ecosystem and millions of subscribers already in its database, the Salesforce deployment positions Erajaya to further expand its personalisation capabilities while preparing for a new wave of AI-driven marketing technologies.

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