Digital Business, Strategy Planning
Swire Resources is a leading sports-fashion player in Hong Kong and Mainland China. The company represents a wide range of brands, including Arena, Speedo, Columbia, Chevignon, Teva, Cath Kidston, Crocs, UGG, and Havaianas. The company is a well-known sportswear retailer in Hong Kong, primarily through its Marathon Sports, GigaSports, and Catalog retail chains.
Marathon Sports and Catalog had completely separated sites and their shared loyalty program membership can only be applied in physical stores. The customers were having poor online to offline experiences.
We migrated the two retail brand e-commerce sites – Marathon Sport and Catalog from Magento Open Source to Adobe Commerce and completely revamped them onto one single platform. Customers can simultaneously buy goods from both brands in a shared shopping cart. With integrated search, customers are directed to products on the other site if they can’t search for the product they’re looking for at one site.
Besides, the loyalty program can now extend to cover both e-commerce sites. The same loyalty account may receive points for purchases made on either e-commerce site. When customers have earned enough points, they can use them to redeem coupons at either retailer.
The private sales and quota functions are also implemented on the site. Customers can pre-order certain products set by the admin. Admin can set quota on individual products each user account can purchase including pre-order items.
We integrated their ERP system on products, price, inventory and order information into the e-commerce site. This means that orders are automatically routed to fulfilment and delivery teams, resulting in faster product delivery to customers. Besides, customers can choose Click & Collect option on the site.
“In the nine months after website migration and revamp, online sales have been growing substantially and we saw a 50 percent growth in loyalty membership,” says Kelvin So, general manager of IT at Swire Resources. The apparent improvement of the site performance is due to the better UX/UI design, cross-selling effect, smoother checkout process and faster website response.
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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