Amid the heated trends, brands have poured massive budgets just to secure a few minutes on Jenny Ratchanok’s live stream. The question on many business owners’ and marketers’ minds is:
“Is this investment really worth it?”
The answer is — “Absolutely… if you know how to leverage it.”
The money you spend doesn’t just buy explosive sales on that night. It’s a shortcut to push your product into the TikTok Shop algorithm, placing it in front of millions instantly. Most brands are willing to pay for this exposure. But the thing to remember is — in the long run, your business shouldn’t rely on a single platform. If you cannot maintain continuous engagement to turn those viewers into your customers, that investment may not be as valuable as it seems.
A Phenomenon That Made New History in Thai E-Commerce
Many brand owners were moved to tears of joy because products they had been promoting for years sold out in minutes — proof of this extraordinary success.
But this success didn’t happen in isolation. Previously, we had seen superstars generate tens of thousands of orders in just minutes. What Jenny did was elevate the scale and consistency to a new level, becoming a magnet that every brand wanted to seize.
When the excitement of that live event began to fade, a far more challenging question emerged for every brand:
“How do we turn the massive number of buyers from the trend into customers who truly love and remain loyal to our brand?”
This is the crucial turning point where brands must strategize to transform short-term wins into long-term, sustainable growth.
Stage 1: Turn “Anonymous Buyers” into “Customers the Brand Knows”
The first mission is to change anonymous buyers on social platforms into customers whose information the brand owns — this is the process of collecting first-party data, a valuable brand asset.
Key approaches include:
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Create a path to bring customers into the brand ecosystem
Don’t let the purchase end on TikTok. Design mechanisms to invite customers willingly into your brand’s “home.” -
Use packaging strategically
Include a QR code with attractive offers, such as:
“Scan to register your product warranty and get 15% off your next purchase” or
“Scan to join the VIP group and access secret product tips.” -
Provide a clear destination
QR codes should lead directly to a LINE Official Account, website registration page, or the brand’s app download page. -
End goal: Obtain customer consent to collect essential information — name, phone number, and email — opening the door to direct communication in the future.
Stage 2: Leverage Technology to Build Relationships — The Heart is CRM and CDP
When large numbers of customers flood the system, manual management is impossible. This is where
CRM (Customer Relationship Management) and CDP (Customer Data Platform) play a crucial role:
- CRM: Acts like a “personal assistant” for each customer, tracking purchase history, inquiries, and claims, enabling smooth and continuous service.
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CDP: Functions as a “smart brain” gathering data from every touchpoint, generating a 360-degree customer profile that allows the brand to deeply understand interests and predict future buying behavior.
Stage 3: Transform Data into Lasting Loyalty
Once a brand truly “knows” its customers, it’s time to build strong relationships and turn them into loyal fans:
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Hyper-personalized marketing
Use CRM data to deliver offers tailored to each customer, creating a unique experience that shows the brand truly cares. -
Advanced segmentation
Divide customers into groups such as VIPs, promo-lovers, or dormant customers, and design campaigns suited to each segment. -
Valuable loyalty programs
Reward loyalty not just with discounts but with exclusive privileges that deepen long-term brand attachment.
Conclusion: Live Streaming is the “First Door,” Not the Finish Line
Jenny Ratchanok’s live phenomenon proves the power of awareness and sales. Yet, it is only the “first door,” opening opportunities to reach a vast number of new customers.
Brands that aim for sustainable success must look ahead and build bridges to carry these customers from overnight excitement to deep, long-term loyalty. By leveraging data and technology, brands can understand and care for their customers in the best way possible.
Because in the end — trends come and go, but loyal customers are priceless assets that stay with the brand forever,
including a robust membership system like PRIMO, which remains with the brand long-term.