Jakarta, Indonesia – PT Erajaya Swasembada Tbk has expanded its use of Salesforce technology to strengthen data-driven marketing and customer loyalty initiatives across its portfolio of retail and lifestyle businesses. The Indonesian retail and distribution group has implemented Agentforce Marketing and Data 360 to support personalised engagement with its growing customer base.
Erajaya operates more than 2,000 retail locations across Indonesia and manages a wide range of brands spanning consumer electronics, lifestyle products, groceries, food and beverage, and electric vehicle dealerships.
Its business portfolio includes international food and beverage chains such as Paris Baguette, CHAGEE and Bacha Coffee, the GrandLucky supermarket chain, sports and lifestyle brands including JD Sports, ASICS, Wilson and Garmin, as well as electronics retailers such as erafone, iBox and Urban Republic.
The group first introduced Salesforce technology in 2020 and has since expanded its deployment to support more consistent and tailored interactions with customers across multiple brands and digital touchpoints.
“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,” Hasan Aula, deputy CEO at Erajaya Group, stated.
“This strengthens our marketing effectiveness today while building a strong foundation for future AI-driven innovation.”
Implementation of the Salesforce platform was supported by PT Blend Media Kreasi, which worked with Erajaya to ensure the systems were integrated in line with the company’s operational scale and marketing requirements.
Through the adoption of Data 360, Erajaya established a consolidated view of customer purchasing behaviour across its various business units. By integrating previously separate datasets, the company can analyse buying patterns and customer preferences across its network of brands, enabling marketing teams to design more targeted campaigns and communications.
The integrated data environment also provides a foundation for the future use of AI technologies as the company continues its expansion across multiple retail sectors in Southeast Asia.
“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,” Andreas Diantoro, president director of Salesforce Indonesia, commented.
“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.”
The company also uses AI-driven personalisation features to recommend products and content based on past purchasing activity and behavioural insights. These capabilities support coordinated campaigns across email, mobile and other digital channels while maintaining a consistent customer experience across different brands and contact points.
