Digital Business, Strategy Planning
Broadway is the leading one-stop electronics and electrical appliances retail chain in Hong Kong with over 30 stores, having more than 1,000 employees. With the continuous enhancements in their professional retail services and trendy shopping experience, they now provide a brand new online and offline shopping experience launched in 2017.
Broadway first engaged with CLEARgo in 2020 to optimize the site performance and deliver a seamless omnichannel customer experience. Besides, IT-enabling features and customization in Magento Commerce are needed to fulfill their business strategy.
Broadway had been running its eCommerce on Magento Commerce On-Premise. However, due to the less user-friendly implementation, the overall UX was not optimal. The backend management was slow and ineffective. The offline & online channels are not fully integrated.
Improved Site Performance
Some of the core backend management functions such as Vendor Product Management Workflow and Price Tag Printing by Stores are now handled by CLEARomni. It helps to ease the process flow of the operation team and streamline the administrative management. We had done a complete UI & UX revamp and upgrade the site to Magento Commerce Cloud.
Search Engine Enhancement with Algolia
Magento built-in Search Engine is not friendly with Chinese keyword search and does not support auto-translation of the keyword across different languages Algolia can work perfectly to solve the issue. Auto-bundling of product information is supported across different languages and Chinese keyword identification is empowered by Algolia’s built-in AI algorithm. Besides, it provides a dashboard for users to analyze the customer’s search behavior.
Build Up Customer Exposure to Online Shopping Experience
Broadway employees are lack of motivation to encourage the customer to shop online. Hence, CLEARgo built up a Private Shopping Program segment to encourage staff participation in promoting online sales channels. Staff is able to assist customers on significant online shopping steps and generate coupons for customer usage. They are also able to keep track of the online orders incurred by private shopping.
What can a customer expect from this enhanced omni-shopping experience? Hassle-free checkout process. Customers can enjoy an online shopping experience without browsing for the desired products on the website. She can simply verify the shopping cart details in an email and complete payment with a few clicks. The staff at the physical store can drive both store and online sales right now.
More Targeted Customer Segments Efforts
Broadway has a separate VIP program for different tier groups. However, they do not have separate promotion categories and campaign URL pages for each tier group. Product price is not shown directly for the qualified customer. Therefore, CLEARgo built a VIP Sales Tiering Program which enables campaign URL and promotion category automatically separated based on each of the tiers. Tier products information and price are automatically assigned to categories and shown toward the specific tier group.
Overall traffic and conversion had improved after the implementation.
List of integration:
901-902 Millennium City 3,
370 Kwun Tong Road, Hong Kong
Contact: Ian Fan / Jan Wat
406-E 680 Guiping Road,
Shanghai 200230, China
Contact: Kane Cheung
6 Eu Tong Sen Street,
#06-21 The Central,
Contact: Alan Tan
No 57-02, Jalan Adda 3/1,
Taman Adda Heights,
81100 Johor Bahru, Johor.
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