PT Erajaya Swasembada has adopted Salesforce solutions to strengthen its data-driven marketing and customer loyalty strategy.
Erajaya is Indonesia’s largest retail and distribution group with more than 2,000 retail outlets nationwide. This includes a diverse portfolio of digital, lifestyle, food and beverage stores, groceries as well as electric vehicle dealerships.
The company’s portfolio includes F&B chains such as Paris Baguette, CHAGEE, and Bacha Coffee; GrandLucky supermarket chain; sports lifestyle brands such as JD Sports, ASICS, Wilson, and Garmin; and consumer electronics retailers such as erafone, iBox, Urban Republic, and XPENG EV.
Having first implemented Salesforce in 2020, Erajaya is now able to deliver true hyper-personalisation at scale, serving its massive customer base with tailored and consistent customer experiences across every brand and touchpoint.
Erajaya’s adoption of Salesforce solutions was supported by PT Blend Media Kreasi as the implementing partner, ensuring platform adoption aligned with Erajaya’s business needs and operational scale.
With Data 360, Erajaya built a comprehensive centralised view of customer purchase behaviour across its entire portfolio. This synthesised view across brands transformed fragmented data into actionable insights, enabling marketing teams to deploy highly personalised campaigns tailored to specific customer preferences and historical buying patterns.
This strong data foundation not only enhances current marketing effectiveness but also opens the door for future AI adoption.
Leveraging Agentforce Marketing, Erajaya enabled tailored cross-channel experiences that contributed to substantial subscriber growth, now reaching millions of users, and becoming one of the biggest lifestyle loyalty programs in Indonesia.
At the core of this capability, Agentforce Marketing enables Erajaya to orchestrate end-to-end customer journeys across channels, bringing together data, insights, and execution within a single platform. This enables marketing teams to design and automate personalised interactions in real time, ensuring consistent, relevant engagement throughout the customer lifecycle.
Erajaya leverages Salesforce’s AI-powered personalisation capabilities to deliver individualised product and content recommendations based on customer behaviour and purchase history, boosting both customer engagement and conversions. Erajaya is also able to execute coordinated email, mobile, and digital campaigns that deliver a consistent and personalised experience for customers across all touchpoints.
Beyond strengthening marketing campaigns, Erajaya is also using Salesforce for loyalty management to foster long-lasting customer relationships. With loyalty management now embedded directly into marketing activities, Erajaya is evolving its loyalty programs beyond points and rewards into a strategic component of the end-to-end customer experience.
“As Erajaya continues to grow across multiple business verticals, delivering consistent and relevant experiences at scale has become increasingly critical,” said Hasan Aula, deputy CEO of Erajaya Group.
“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 Aula.
Andreas Diantoro, President Director of Salesforce Indonesia, said thatErajaya is “a shining example” of how leading companies in Indonesia are shifting from channel-based marketing approaches to fully integrated, customer-centric strategies.
