Aire scaled across Singapore without losing the human touch
Aire unified email marketing, WhatsApp and an AI customer assistant on Purands. Result: 8.2% higher customer retention in one quarter and 2× online revenue.
Aire makes incontinence care that respects dignity
Aire is a Singapore adult incontinence brand making pull-on pants and tape diapers, built with and for the senior community.
Products are designed with seniors, caregivers and healthcare professionals, and tailored for Asian bodies.
Aire sells through its own online store, major Singapore retailers and healthcare partners.
Hear it from the Aire team
Niv and Jay on scaling a senior-care brand across Singapore, and why keeping every customer relationship personal mattered more than moving fast.
Customer interview
Scattered channels, siloed data
Aire grew from a handful of customers to shelves in every major Singapore store. Personal, one-to-one customer relationships broke down at scale in two ways.
Customer data lived in silos. Email, WhatsApp and web chat each ran separately, with their own journeys and their own records, so marketing and sales never saw the same customer.
Reorder cycles vary by customer. Some buy every 30 days, some every 90; some buy for a parent, some for themselves.
That nuance is easy to track for a handful of customers, and impossible at national scale.
Email and EDM
Campaign opens, no purchase context.
Personal chats, invisible to marketing.
Web chat
Questions asked, answers never linked back.
One living customer view, every channel in one place
Purands unified marketing and sales data into one customer profile and connected every channel on a single platform, the one solution that fit all of Aire's use cases.
Reorder cadence, size preference and conversation history now live in one place. Marketing and sales share the same view, so every message reflects the individual customer.
“One solution that fits all our use cases.”
Personal service that could not scale
Every customer question was answered by hand. Aire's older customers have specific needs, so the team replied personally on email and WhatsApp. That care built real trust.
Manual support does not scale. As Aire reached shelves nationwide, questions, reorders and sample requests outpaced a lean team.
- Manual, all-day replies
- Lean team, rising demand
- Intimacy at risk
An AI assistant in Aire's voice, answering at any scale
Aire trained an AI customer assistant on its own brand voice. It handles reorders, sample requests and product questions around the clock, on the website and WhatsApp.
Support now scales without headcount. The assistant answers hundreds of conversations a week in seconds, and because it reads each customer's history, replies stay as specific as the ones Aire wrote by hand.
A person is one tap away when it matters.
Aire® Ultra Tape DiapersSize S/M
Aire® Ultra Tape DiapersSize L
Aire® Ultra Tape DiapersSize XL
Every conversation becomes structured customer data
The AI assistant does more than reply. As it chats, Purands extracts what matters into a structured profile: sizing, absorbency needs, skin sensitivities, budget and replenishment timing.
Depth no manual CRM could keep up with. Aire can recommend the right product, avoid the wrong materials and time the next reorder.
The detail was captured the moment the customer mentioned it.
“Without ever losing the intimacy with our customers.”
“Our retention increased by more than 8.2% within just one quarter, and revenue went up 2×, without ever losing the intimacy with our customers.”
Advice for brands scaling without losing the human touch
“Don't treat customers like they're the same. Everyone is different, and that shouldn't be sacrificed when you scale.”
“Some reorder next week, some in 60 or 90 days. Treat each customer as an individual and adjust accordingly.”
“Retention isn't just sending emails. It's really understanding who you're talking to and tailoring your solution to them.”
“For anyone with reservations, I'd highly recommend Purands. The team is fantastic to work with, the interface is accessible to anyone, and it's easy to set everything up. Why wait?”
In stores and online across Singapore
Turn customer data into predictable growth
Unify your channels, keep every relationship personal, and let AI Agents scale the parts that don't need a human, while you keep the parts that do.