Multi-Brand CRM & Lead Management Platform
How Tedbin unified customer data across multiple e-commerce brands into a single CRM with a 10-middleware lead capture engine.
Project Overview
A group operating multiple e-commerce brands faced a common but difficult problem: their customer data was scattered across different platforms, with no way to know if the same person had purchased from multiple brands. Marketing teams were sending duplicate outreach, support couldn't see full customer history, and leadership lacked a unified view of their customer base. Tedbin built a centralized CRM that connects all brands, captures leads from every channel, and gives the business a single source of truth for customer relationships.
Cross-Brand Customer Identification
The core technical challenge was identifying the same customer across different brands and platforms. We built a sophisticated matching engine that links customers using email, phone, address, and behavioral patterns. When a customer makes a purchase on Brand A and later signs up for Brand B's newsletter, the system recognizes them as the same person and merges their profiles. This cross-brand identification enables smarter marketing — no more sending the same promotion to the same person from three different brands.
10-Middleware Lead Capture Engine
Leads arrive from dozens of sources: website forms, social media campaigns, trade shows, partner referrals, phone calls, and live chat. We built a 10-middleware pipeline that normalizes, validates, deduplicates, enriches, scores, and routes each lead automatically. The system handles everything from a simple website form submission to complex multi-touch attribution across advertising campaigns. Each middleware step can be configured per-brand, allowing different brands to have different lead qualification rules while sharing the same infrastructure.
Results & Impact
The unified CRM transformed how the business understands its customers. For the first time, leadership could see total customer lifetime value across all brands. Marketing teams reduced duplicate outreach by over 60%, and the automated lead routing cut response time from hours to minutes. The cross-brand identification revealed that nearly 30% of customers had purchased from more than one brand — an insight that was previously invisible and opened up new cross-selling opportunities.
