Introduction
Broadway is a leading electronics retailer, renowned for offering a wide range of the latest consumer electronics, home appliances, and tech gadgets. With over 30 years of experience in the industry, Broadway has built a reputation for providing exceptional customer service and cutting-edge products to a loyal customer base. The company operates across multiple locations in Hong Kong, maintaining a strong online presence alongside its brick-and-mortar stores.
Challenges
As Broadway’s online presence grew, the company faced several challenges in scaling its eCommerce operations. The existing platform struggled to manage increased traffic and handle the demands of an omnichannel retail environment. Additionally, Broadway needed to streamline its operations, integrate with various systems to optimize inventory management, and ensure a seamless shopping experience for customers across both online and offline channels. Improving the overall customer experience and supporting promotional campaigns became crucial for sustained growth in the competitive electronics market.
Solution
CLEARgo implemented a series of powerful features that transformed Broadway’s eCommerce operations, enhancing customer experience and operational efficiency. Each feature played a vital role in addressing Broadway’s unique challenges and goals:
Cross-Border Commerce
With Cross-Border Commerce, Broadway could easily reach customers beyond their domestic market. This feature automated tax calculations, customs duties, and international shipping rates, making it simpler for customers to place cross-border orders. It allowed Broadway to expand its global footprint while ensuring a smooth, transparent shopping experience for international customers.
Multi-country Store Enablement
We revamped Broadway’s eCommerce site by enabling multi-country stores, which significantly streamlined global shipping operations. This feature allowed Broadway to manage various storefronts across different regions, each tailored to local preferences, languages, and currencies. It also simplified the global checkout process, giving customers a smoother, more localized shopping experience, which was crucial for their expansion into international markets.
Estimated Time Delivery
CLEARgo introduced the estimated time delivery function, which provided customers with precise shipping and delivery timelines during checkout. This feature was essential in setting clear expectations for customers, reducing uncertainty around shipping times, and enhancing overall customer satisfaction. It also led to fewer customer service inquiries related to delivery, freeing up resources for other tasks.
CLEARomni Product Information Management
CLEARomni’s product information management implementation simplified how Broadway handled promotions and managed product data. The tool allowed staff to easily add products under specific promotions, track their performance, and directly apply promotional content across their eCommerce site without needing developer intervention. This resulted in quicker promotional rollouts, enhanced tracking, and the ability to dynamically manage promotions for their extensive product catalog, ensuring accurate and timely updates for all promotional campaigns.
Vendor Product Management Workflow
Managing over 1000 vendors was a time-consuming process for Broadway. By introducing the Vendor Management feature, Broadway could streamline the approval and update processes for vendor products across their eCommerce platform. Vendors could now update product details, stock information, and promotions directly within the system, saving Broadway time and resources while ensuring up-to-date information across multiple channels.
Custom Price Tag Feature
To further support Broadway’s in-store operations, we introduced a custom price tag printing feature. This functionality allowed Broadway to create and print price tags for each product with relevant information such as pricing, product details, and promotional offers. This feature was essential for ensuring price accuracy and a professional display in-store, enhancing the overall customer experience.
Staff Private Sales
The implementation of private sales specifically for staff members created an exclusive shopping experience that fostered employee loyalty and engagement. By offering discounts and private sales events for staff, Broadway was able to strengthen its internal culture and reward employees, making it an attractive place to work while keeping its workforce motivated and satisfied.
Tiered and Student Membership Pricing
This feature enabled Broadway to offer customized pricing for different customer segments. The tiered pricing strategy allowed regular customers to unlock discounts based on their purchase history or loyalty status, while student membership pricing provided exclusive deals to students. These personalized pricing strategies helped drive customer engagement, increase sales conversions, and build brand loyalty across multiple demographics.
Online Merge Offline (OMO) Workflow
One of the standout features implemented was the OMO workflow, which allowed Broadway’s store associates to continue serving customers even when certain products were out of stock in-store. Using their staff logins, associates could place an order for the customer using online stock, completing the sale without losing the customer. This not only enhanced the in-store shopping experience but also reduced the risk of lost sales, particularly for high-demand products.
