Coolmate - Vietnamese Startup Breaks Through Revenue with CRM and Automation

In today's e-commerce landscape, success isn't solely determined by advertising or good products; it's about how you manage and nurture your customers post-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 leveraged CRM and automation to transform customer data into growth drivers.

Just one year after implementing its CRM system, Coolmate saw its online revenue increase by 2.5 times, its customer repurchase rate grow by over 50%, and its customer satisfaction reach above 95%.

Who is Coolmate?

Coolmate JSC 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 Nguyễn Văn Thông, with the vision of “Providing the simplest, fastest, and most transparent online shopping experience for men.”

Coolmate's Challenges

From basic t-shirts, Coolmate has expanded to include underwear, socks, shirts, and accessories, selling over 3 million products and accumulating over 500,000 loyal customers (according to Forbes Vietnam).

However, as revenue grew rapidly, Coolmate faced the common challenges of online businesses:

• Fragmented Customer Data: data was stored separately and unsynchronized across each channel (website, email, Facebook, Zalo).
• Lack of Automated Care: all messages, responses, and order confirmations had to be handled manually.
• No Customer Lifecycle Tracking: inability to distinguish between new customers, potential customers, or loyal customers.
• Rising Advertising Costs: due to underutilization of existing customer base, leading to higher expenditure on acquiring new customers.

How Coolmate Applies CRM in Marketing and Operations

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

Connecting Cross-Channel Customer Data

Coolmate synchronizes data from:

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

This allows each customer to have a "unique profile," enabling the marketing team to easily analyze behavior and make data-driven decisions.

Automating Customer Care via Email & SMS

Coolmate's CRM is integrated with automated scenarios:

• Sending order confirmation emails, thank-you notes after purchase, and product review reminders.
• Sending personalized promotional messages based on purchased products.
• Automatically re-engaging inactive customers after 30 days.

This enables the sales and marketing team to care for tens of thousands of customers without increasing headcount.

Read more: Automations: Smart Care Scenarios, Time-Saving for Small Businesses

Tracking Customer Lifecycles

Coolmate categorizes customers into four groups: New → First Purchase → Repeat → Loyal. CRM helps them identify each customer's stage to send relevant content.

For example: customers making their first t-shirt purchase will receive suggestions for a 3-pack combo or accompanying accessories in their next email.

Analyzing Behavior & Personalizing Offers

By tracking purchase frequency and click rates, Coolmate's CRM automatically suggests suitable programs for each group.

• If a customer buys sportswear → send a “Gym Outfit Mix - 20%” offer.
• If a customer hasn't purchased in 90 days → send a return voucher.

Achieved Results

According to CEO Nguyễn Văn Thông's sharing:

• Online revenue increased 2.5 times after one year of CRM application.
• Customer repurchase rate increased by over 50%.
• Customer Satisfaction (CSAT) rate reached 95%.
• Automated email and message responses increased by 20% compared to before.

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

Lessons Learned

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

• Focus on Customer Data: CRM helps businesses gain a comprehensive view, missing no opportunities.
• Automation is Not Extravagant: just a few basic email and message scenarios can significantly boost revenue.
• Personalization is Key: customers prefer brands that understand them, not just indiscriminate discounts.
• Measure to Optimize: all marketing actions need to be recorded, analyzed, and improved.

GTG CRM - The #1 Integrated Sales Operations Platform with AI

If Coolmate achieved strong growth through digital transformation, then GTG CRM is the tool that empowers all small and medium-sized businesses in Vietnam to do the same.

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

• CRM & Messaging: consolidates all customer data and multi-channel communications from Facebook, Zalo, Gmail, ... website into a single platform.
• Email Builder & Automations: set up automated email/SMS sequences (care, upsell, feedback).
• AI Landing Page: create attractive sales pages that encourage customer returns, integrate registration forms directly into CRM, and combine with running ads on GTG CRM.
• AI Assistant: suggests content, care scenarios, and even analyzes behavior to optimize campaigns.
• Data Dashboard: from ad results to the effectiveness of email campaigns, GTG CRM consolidates everything on a single interface.

GTG CRM not only helps you acquire customers but also turns them into loyal ones, just as Coolmate has achieved.

Conclusion

Coolmate's case study clearly shows: "Businesses that control data and nurture customers with technology will win."

If you are looking for effective ways to manage marketing, sales, and customer care, GTG CRM is the platform to start your journey: from landing pages, advertising to CRM and automation, all on a unified platform.