Lexer Enters Southeast Asia Under New Leadership

Lexer have hired former Experian GM Ben Moreau (pictured) as it begins expanding into the Southeast Asia region, with several new client wins bolstering the initial step into the market.

Moreau, who brings ten years of prior experience at Experian, has a track record of establishing operations across several markets and forging successful partner relationships to foster growth.

Most recently GM Financial Marketplaces, Moreau established the APAC Innovation Operations and led partnerships designed to leverage customer data to drive business outcomes.

The expansion is bolstered by the news that both TGV Cinemas, the second largest cinema chain in Malaysia and aCommerce, the largest e-commerce enabler in Southeast Asia, have signed deals with Lexer to enhance their customer experience.

Retail in Southeast Asia is geographically fragmented, with a mix of marketplaces, global brands, and local retailers further dividing the fractured market. Despite the fractured market, the challenge for brands remains the same: matching rising customer experience expectations while trying to understand their audience.

Working closely with COO Alex Knight, who has led a number of early-stage businesses prior to joining Lexer in 2014, Moreau’s agenda is to ensure that Lexer is recognised as the most impactful enabler of customer-centricity for progressive retail brands in the Southeast Asian market.

Moreau said of his appointment: “Lexer represents everything that excites me in a business. I’m fascinated by how complex data can be transformed into relevant insights and outcomes, and I enjoy working in fast-growth environments centred around a clear purpose, with people who love what they do. Lexer has successfully expanded out of Australia into North America, and the opportunity to take our solution into Southeast Asia to accelerate growth for the business is thrilling.”

Moreau plans to leverage Lexer’s ‘no-code’ implementation, easy set-up, and native connections with existing point solutions used by regional retailers, such as Shopify, DotDigital, and Klaviyo to grow the client roster across the region.

Built for retail from the beginning, Lexer’s data enrichment, propensity models, segments, reporting dashboards, and workflow tools help retailers to know their customers, inspiring and enabling experiences that drive sales.

“Southeast Asia is a mobile-first region and email is not used as a primary communication channel,” said Alex Knight. “Capturing customer data has been difficult for retailers so far, especially considering the domination of powerful online marketplace providers such as Shopee and Lazada, which give retailers access to online revenue quickly but limit their ability to deliver unique experiences. Progressive brands across the region are becoming aware that they need to optimise their brand.com online stores, aggressively acquire direct customers, and deliver true omnichannel experiences to fuel long term commercial growth. They need a trusted CDXP in place to achieve this.”

As the only retail-specific CDXP with a physical presence in the region, Lexer has already empowered a variety of established brands in Southeast Asia, such as SSI Group, Singtel, TGV Cinemas, and aCommerce to adapt to these complexities, and has a strong agenda in place to help others build personalised direct-to-customer relationships.

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