China Light and Power Company (CLP), a leading utilities provider of light and energy in Hong Kong, was looking into increasing their presence in ecommerce and wanted a new solution to meet their business needs. The project aimed to revamp their retail sales platform, both frontend and backend, to facilitate the end-to-end customer journey of shopping and rewards redemption via online and offline sales channels. The new retail sales platform was to allow the team to build a flexible and scalable platform harnessing market intelligence and experience. The primary objectives for the new website were as follows:
- Keep up with retail and customer trends
- Provide a seamless and intuitive customer experience
- Enhance CLP loyalty program to boost up customer base and enhance stickiness
- Streamline and automate the end-to-end ecommerce process to reduce manual effort and human error
- Introduce in-bound and out-bound marketing tools for campaign design and execution
- Increase order value and revenue
- Build a scalable and flexible omnichannel platform to support continuous enhancement and future business needs
Working closely with the different CLP business units, stakeholders and vendors, we ran a number of strategic workshops to clarify and consolidate the business requirements which covered topics from infrastructure, data migration, products and promotion logics, orders fulfilment and logistics, and third-party integrations. Separate UX/UI workshops were also conducted to iron out the creative and customer experience across the end-to-end ecommerce user journey. We created a unique solution for CLP in which we designed and developed an enhanced shopping experience for customers, allowing them to browse thousands of products, and benefit from the fully integrated loyalty program and multiple payment options. We also created a web Point of Sale (POS) interface for CLP store staff to take and manage orders in-store, as well as an additional, fully integrated supplier portal for suppliers to upload and manage their own inventory with order management & fulfilment.
Based on the project requirements, we tailored an omnichannel O2O solution which comprised of the CLP Domeo ecommerce platform allowing them to sell physical products and various e-voucher rewards redemptions, a supplier portal allowing their suppliers to manage products information and fulfil customer orders, a web Point of Sales (POS) system that was integrated directly into the ecommerce platform and rolled out to their retails store across Hong Kong. The platform allowed CLP to manage over 300 brands and suppliers and a customer base of over 4 million customers making over 3000 orders and over 4000 reward points transactions per day.