How Crocs Grew Its Customer Base Through Its Online Store
Crocs needs no introduction. Since launching its iconic foam clogs in 2002, the company has gone on to sell more than 600 million pairs of shoes in over 90 countries around the world.
Today, Crocs Malaysia has more than 28 retail outlets around the country and has recently launched its first webstore to better serve its customers. Founder of Crocs Malaysia Teh Teong Ei and eCommerce executive Joe Hang, tells us about their experience going online.
How did the decision for starting your own webstore come about?
Teh: With the popularity of our Crocs Malaysia retail outlets, we aimed to achieve an even wider market reach. This was the defining moment for us to embark on eCommerce. Several other businesses were also starting their own webstores, and we understood that it was a channel we needed to tap into as well.
In the first four months of launching our webstore, our customer database increased by twofold with the First Purchase Incentive campaign. Today, the webstore is performing as well as our medium-sized retail outlets.
What was the main contributor to your online success?
Joe: When we first launched, the Maxis eCommerce team provided valuable insight and advised us on various e-commerce tactics that helped us capture new customers and drive sales. The key to success lay in acquiring the knowledge to manage a webstore and partnering with a dependable team like Maxis eCommerce, who guided us in navigating the eCommerce landscape and selling online.
What was the highlight of working with Maxis eCommerce?
Joe: Maxis eCommerce has been consistent in their dedication to our online and offline success. They have helped us test and understand audience behaviours to find the most relevant audience and drive sales. It has been a smooth journey with Maxis eCommerce: their team is easy to work with, and they always go the extra mile to help us achieve our goals.
What is your vision for Crocs Malaysia in the digital space?
Teh: To provide our online customers with more variety and a better selection. We are committed to increasing the number of products on our webstore.
There is so much to learn in eCommerce, but I think it is an important step to take for your business. My advice is to never give up and keep working on it with a trusted partner. You’ll notice the positive impact on your offline channels as well.