In today's e-commerce world, success isn't just about advertising or good products; it's also about how you manage and nurture your customers after the purchase. That's why CRM (Customer Relationship Management) has become a core tool in the growth journey of many businesses.

A prime example in Vietnam is Coolmate, a men's fashion startup founded in 2019, which has applied CRM and automation to transform customer data into a growth driver.

Just one year after implementing its CRM system, Coolmate recorded a 2.5-fold increase in online revenue, a more than 50% increase in customer return rates, and customer satisfaction exceeding 95%.

Who is Coolmate?

Coolmate Joint Stock Company is a Vietnamese men's fashion brand operating on a D2C (Direct-to-Consumer) model, meaning it sells directly to consumers without intermediaries. Coolmate was founded by Nguyen Van Thong, with the vision of "Providing the simplest, fastest, and most transparent online shopping experience for men."

Coolmate's Challenge

Starting with basic t-shirts, Coolmate has expanded into underwear, socks, shirts, accessories, and more, with over 3 million products sold and over 500,000 loyal customers (according to Forbes Vietnam).

However, as revenue grew rapidly, Coolmate faced a familiar problem for online businesses:

• Customer data is scattered: each channel (website, email, Facebook, Zalo) stores data separately and is not synchronized.
• Lack of automated customer service: all messages, responses, and order confirmations must be done manually.
• Failure to track the customer lifecycle: inability to distinguish between new customers, potential customers, and loyal customers.
• Advertising costs are increasing because existing customers are not being fully utilized, and more money is being spent to acquire new customers.

How Coolmate applies CRM in marketing and operations.

Coolmate has implemented an integrated CRM system for the entire process: from lead generation to customer care, comprising four main activity groups:

Connecting multi-channel customer data

Coolmate synchronizes data from:

• Website (orders, shopping behavior)
• Email marketing (Mailchimp → CRM)
• Chatbot & Zalo OA
• Facebook & Google Ads

As a result, each customer has a "unique profile," making it easier for the marketing team to analyze behavior and make data-driven decisions.

Automating Email & SMS Customer Care

Coolmate's CRM includes integrated automated scenarios:

• Send order confirmation emails, thank you emails after purchase, and reminders to leave product reviews.
• Send personalized promotional messages based on the products you've purchased.
• Automatically reactivate inactive customers after 30 days.

As a result, the sales and marketing team can serve tens of thousands of customers without increasing staff.

See also: Automations: Smart, time-saving care scenarios for small businesses

Tracking the customer lifecycle.

Coolmate divides customers into four groups: New → First-time buyers → Returning customers → Loyal customers. CRM helps them understand which stage each customer is in so they can send relevant content.

For example, first-time t-shirt buyers might be offered a combo of three or additional accessories in their next email.

Behavior analysis & personalized offers

By analyzing purchase and click statistics, Coolmate's CRM automatically suggests suitable programs for each group.

• If the customer buys sportswear → send the offer "Mix and match gym wear - 20% off"
• If the customer does not make a purchase within 90 days → send the voucher back.

Results achieved

According to CEO Nguyen Van Thong:

• Online revenue increased 2.5 times after one year of implementing CRM.
• The rate of returning customers increased by over 50%.
• Customer satisfaction rate (CSAT) reached 95%.
• Automated email and message responses have increased by 20% compared to before.

Coolmate has transformed CRM into the "operational heart" of businesses, where all data, campaigns, and marketing actions are connected and measured.

Lessons learned

From Coolmate's story, Vietnamese businesses can draw four important lessons:

• Centralized customer data: CRM helps businesses see the big picture and not miss any opportunities.
• Automation doesn't have to be a luxury: just a few basic email and messaging scripts can significantly increase revenue.
• Personalization is key: customers like brands that understand them, not just offer indiscriminate discounts.
• Measure to optimize: every marketing action needs to be recorded, analyzed, and improved.

GTG CRM - The #1 AI-integrated sales operations platform

If Coolmate can achieve strong growth through digital transformation, then GTG CRM is a tool that helps every small and medium-sized enterprise in Vietnam do the same.

GTG CRM provides all the tools you need to operate just like Coolmate:

• CRM & Messaging: Store all customer data and multi-channel communication from Facebook, Zalo, Gmail, and your website in a single location.
• Email Builder & Automations: Set up automated email/SMS sequences (customer care, upsell, feedback)
• AI Landing Page: Create compelling sales pages that encourage repeat customers, integrate registration forms directly into your CRM, and combine this with running ads on GTG CRM.
• AI Assistant: suggests content, childcare scenarios, and even analyzes behavior to optimize campaigns.
• Data dashboard: From advertising results to email campaign effectiveness, GTG CRM compiles everything on a single interface.

GTG CRM not only helps you acquire customers, but also turns them into loyal customers, just like Coolmate has done.

Conclude

Coolmate's case study clearly demonstrates one thing: "Businesses that control data and provide customer service through technology will win."

If you're looking for a way to run your marketing, sales, and customer service effectively, GTG CRM is the platform to help you start that journey: from landing pages and advertising to CRM and automation, all on a unified platform.