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Electrifying The Future: How Senheng Is Using eCommerce To Drive Towards RM1B Revenue Online & Offline
by Jaymie Ho | Maxis eCommerce Marketing & Community Champion
An interview with June Tai, Head of Marketing - Senheng
Where was Senheng’s first retail outlet? How have you grown since then?
Senheng Pandan Jaya was our first Senheng store that was established back in 1989. Today, we have more than 100 stores nationwide.
What is Senheng’s main goal for growing in the online space?
We wanted to offer a consistent brand and shopping experience for our customers. We noticed that while footfall is falling at the physical stores, online traffic is growing significantly.
What is Senheng’s challenge in the online space?
At the beginning, going online took a lot of convincing as we were taking a step back from traditional media. We were initially very concerned if we would be able to reach out to the rural areas but digital marketing today has allowed us to execute targeted ads within specific locations in those areas.
How did you manage the competition between online and physical store?
Now, eCommerce does not mean the end of brick and mortar retail. In a typical customer journey, the customer can choose to search for our products through our webpage or they can choose to experience the product in our physical stores.
“For the 11:11 campaign in 2018 we did 80% better than the previous year. So basically eCommerce has been key in helping us drive towards that 1 billion ringgit revenue overall for online and offline” - June Tai
What is your advice for other brands wanting to go online?
Don't be afraid to make the first step. Most companies are always concerned about ROI. Businesses must understand that they need to invest in technology, systems and solutions to see the results. With the start of Senheng eCommerce journey in 2017, the results started picking up within 6 months after our initiative.
Why Maxis eCommerce and how did it help Senheng?
The Senheng webstore was built by the Maxis eCommerce team and it is fully integrated with a logistics and payment system that is currently housing more than 2,000 products. Recently, we have also engaged Maxis for SEO solutions to drive more organic traffic to our site.
Why Maxis eCommerce?
Maxis was able to provide us with detailed insights of our SEO performance and presented us the key areas for improvement. They eventually gained our trust in their expertise.
Find out more about Maxis ONERetail to see how it can help to deliver proven business results.
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.
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: