Kuala Lumpur, Malaysia – Fariz Yusof, most recently the head of customer marketing at Lotus’s Stores Malaysia, has joined L’Oréal as its head of CRM for Malaysia and Singapore at L’Oréal Luxe MYSG. In an interview with MARKETECH APAC, Fariz stated that he is responsible for shaping and executing the brand’s data-driven digital marketing strategy for the two aforementioned markets.
“My role is at the intersection of data, technology, and customer experience, ensuring that we are connecting with consumers in the most relevant and impactful way possible across all digital touchpoints,” he said.
Understanding consumer behaviour through data and personalisation
Fariz also highlighted that in his role, they work closely with the brand teams to ensure that their digital strategies are fully integrated with L’Oréal’s overall marketing objectives, ensuring that their efforts align with business goals.
“Essentially, we aim to deeply understand our consumers – their needs, preferences, and behaviours – through data. This understanding informs everything we do, from personalized content creation and targeted advertising to optimised e-commerce experiences and engaging social media strategies,” he explained.
He spent over six years at Lotus’s Malaysia, where he led customer marketing efforts, focusing on loyalty, engagement, and personalisation. Prior to Lotus’s, Fariz held key roles at Lazada Group, including head of strategic brands (FMCG) and head of commercial Planning & PMO, where he leveraged business insights and analytical skills to drive growth.
For Fariz, his experiences at Lotus’s Stores and Lazada have provided him with a valuable perspective on the evolving retail landscape and the power of data-driven decision-making.
“My experiences at Lotus’s Stores and Lazada have provided me with a valuable perspective on the evolving retail landscape and the power of data-driven decision-making,” he explained.
Given this expertise, Fariz stated that he applies this past expertise at L’Oréal by prioritising customer-centricity, data-driven decision-making, and innovation. In his role, he ensures digital strategies provide value and foster consumer relationships while leveraging data to optimise marketing impact.
Moreover, He promotes agility by encouraging experimentation with new technologies and emphasises collaboration across teams to align digital strategies with business goals. Additionally, he focuses on performance marketing, tracking, and optimising campaigns across multiple platforms.
“Ultimately, my goal is to leverage my past experiences to help L’Oréal MYSG build a strong digital presence, drive sales growth, and enhance customer loyalty,” he said.
What CRM trends lie ahead for 2025
Fariz highlighted several CRM trends for brands in Singapore and Malaysia in 2025, including data-powered strategies and personalised ones, which ultimately build up to personalised experiences for customers.
In terms of hyper-personalisation, he highlighted that consumers will expect even more personalised experiences, with brands using data to tailor every interaction to their individual needs and preferences.
Moreover, AI-powered CRM strategies are still very much needed, with him stating, “Artificial intelligence (AI) will play an increasingly important role in CRM, enabling brands to automate tasks, personalise interactions, and gain deeper insights into customer behaviour.”
Another point to consider is privacy-centric CRM, with Fariz stating that with growing concerns about data privacy, brands will need to adopt privacy-centric CRM strategies that prioritise transparency and respect for consumer data.
There is also a rising trend for personalised CRM trends, including experiential and omnichannel CRM, as well as launching loyalty programs.
“Brands will focus on creating memorable and engaging experiences that build emotional connections with customers and drive loyalty. [Moreover], consumers will expect a seamless experience across all channels, with brands providing consistent and personalised interactions regardless of how they choose to engage,” he said.
Fariz added, “Consumers will want to be rewarded for their patronage of brands and products they use, as well as for referrals.”
Lastly, he also mentioned that brands will enhance their CRM strategies by integrating social media for real-time engagement and community building while optimising mobile CRM to ensure seamless customer experiences on the go.
In response to these trends, Fariz stated that the brand is investing in data analytics and AI to enhance customer insights and personalisation while prioritising a privacy-first CRM strategy to build trust. Additionally, they are also focusing on creating engaging experiences and strengthening omnichannel capabilities for seamless customer interactions across all touchpoints.
Blending online and offline channels to elevate CX
When asked about how to successfully blend online and offline channels for enhanced customer experiences, Fariz stated that successfully blending offline and online experiences requires a strategic and, most importantly, a customer-centric approach.
“Brands must understand that customers don’t think in channels. They simply experience a brand, regardless of whether it’s online, in-store, or through a mobile app. This means removing siloed thinking is crucial,” he stated.
As part of his advice, Fariz says that brands should start by mapping the entire customer journey, ensuring a seamless transition between online and offline touchpoints. For him, a unified brand message and consistent service across all platforms help build trust and engagement. Moreover, leveraging data for personalisation allows brands to tailor experiences, using insights from digital interactions to enhance in-store visits and vice versa.
“Map out the holistic customer journey, from initial awareness to purchase and beyond, identifying all touchpoints and opportunities to create a unified experience. Think beyond just online or offline; consider how the customer moves between these worlds,” he said.
There is also an importance on investment, with Fariz highlighting that staff training and technology investment is crucial to support this blended approach, enabling employees to assist customers at any stage of their journey. In addition, continuous measurement and optimisation help identify friction points and improve the overall experience.
“[Always] ensure that the blended experience provides value to customers, whether it’s through personalised recommendations, exclusive offers, convenient services, or simply a more enjoyable and efficient shopping experience,” he said.
He added, “Ultimately, the goal is to create a holistic and engaging customer experience that builds brand loyalty and drives sales growth. It’s not just about being present on multiple channels, but about creating a connected and meaningful experience for the consumer, wherever they are and however they choose to interact with your brand. The key is to think like a customer, not like a marketer operating within a specific channel.”
