A mobile-first approach makes it easier for businesses to enhance customer engagement, boost user experience, and increase the overall buyer experience. Morgan Stanley revealed that since 2014, mobile devices have witnessed more active internet users than desktops. Google’s Consumer Barometer 2015 revealed that 52% of Malaysians access internet using smartphones. Another report by statista.com pointed out there will be 13.7 million smartphone users in Malaysia by 2019 and that by the end of 2016 the country will boast of having more than 11 million smartphone users.
A Step In The Right Direction: How Bata Used eCommerce To Double Online Sales
by Jaymie Ho | Maxis eCommerce Marketing & Community Champion
An interview with Diana Wong, Marketing Manager - Bata Malaysia
Can you provide us a brief introduction to Bata?
Bata was founded in Zlín, Czech Republic in 1894 and brought into the Malaysian market in 1935.
What made Bata Malaysia decide that it was time to go online? What we’re the deciding factors?
Four years ago, the Bata headquarters decided that we had to have an eCommerce platform simply because customers around the globe were going online and the growth of eCommerce was exponential in comparison to traditional brick and mortar.
How did the Maxis eCommerce team assist Bata?
Maxis started by designing & building our mobile-optimised webstore before implementing ads & analytics to amplify our webstore performance by driving more awareness and traffic. They also have a team of experienced & passionate individuals with relevant eCommerce, agency, marketing and tech backgrounds.
What are some of the tangible eCommerce benefits you have seen so far?
In 2018, we doubled our online revenue. Bata was able to gain a larger market share today, in towns where our stores are not present. Customers are happy as they can find Bata shoes online now. The webstore acts as an online catalogue and customers who wish to try on shoes prior to purchase can opt to walk into our stores today. With a digital presence, we can respond quickly to what Malaysians get excited about.
“In May 2018, within 2 hours of Tun Mahathir being spotted in our Bata sandals, we loaded it on our eCommerce store, driving 10x more traffic, & selling 2500 pairs in 4 days!” - Diana Wong.
What is your advice to other brands embarking on their eCommerce journey?
Businesses must be willing to invest, be it financial or in terms of staff allocation. Patience is important as brands should not expect immediate results. Success in eCommerce can take years to build and hence it is important to start early.
What made you choose Maxis eCommerce?
The level of passion shown by the Maxis eCommerce team impressed us even before we signed them on. Unlike digital agencies that typically focus mainly on the client’s ad spend, we believe that the Maxis eCommerce team shared the same passion in helping Bata grow its eCommerce and O2O business. The team displayed dedication and provided valuable insights on how Bata could improve its overall eCommerce business.
Find out more about Maxis ONERetail to see how it can help to deliver proven business results.
What’s a pack without a leader? Headless. What’s a ship without a captain? Sinking. What’s a company without a succession plan? Direction-less. No exaggeration this. Packs need leaders to establish supremacy, ships need captains to reach shores, and your company needs a succession plan to stay relevant.
It’s exciting times for online business owners in Malaysia, especially considering the rapid internet and mobile penetration in the country. According to We Are Social, 71% of Malaysian adults own a mobile device and 81 million Malaysians are active mobile users and 47% of them use mobiles to shop online. All these numbers actually translate to huge business opportunities for e-commerce and digital native businesses. But, there are a few key areas that business owners need to keep in mind to ensure a successful online endeavour. Here are four: