Background
Swire Resources is a major player in the sports-fashion industry across Hong Kong and Mainland China, representing iconic brands such as Arena, Speedo, Columbia, Chevignon, Teva, Cath Kidston, Crocs, UGG, and Havaianas. It operates several popular retail chains, including Marathon Sports, GigaSports, and Catalog, establishing itself as a well-known sportswear retailer in Hong Kong.
However, Swire Resources faced a critical challenge with its online presence: the e-commerce sites for Marathon Sports and Catalog were completely separated, and their shared loyalty program could only be used in physical stores. This fragmented setup created a disjointed customer experience, particularly when transitioning between online and offline shopping.
Challenge
- Separate e-commerce sites for Marathon Sports and Catalog, leading to a poor cross-channel experience.
- A loyalty program limited to physical store purchases, preventing online customers from benefiting.
- Missed cross-selling opportunities due to the separation of retail channels.
Solution
To address these challenges, we migrated Marathon Sports and Catalog from Magento Open Source to a unified platform on Adobe Commerce (Magento), revolutionizing the customer experience and operational efficiency.
Unified Platform Migration
By merging the two distinct retail sites onto a single Adobe Commerce platform, customers now enjoy a seamless shopping experience. They can purchase products from both Marathon Sports and Catalog using a shared shopping cart. An integrated search function ensures customers are redirected to the other retailer’s site if the product they are looking for is unavailable, enhancing product discovery and reducing missed sales opportunities.
Enhanced Loyalty Program
The previously disconnected loyalty program was revamped to cover both e-commerce sites. Customers now earn points from purchases made on either Marathon Sports or Catalog and can redeem these points for coupons at either store. This unified loyalty system encourages brand engagement and incentivizes repeat purchases across both channels.
Marketplace transformation with CLEARomni Marketplace
Swire Resources further expanded its business model by transforming Marathon Sports and Catalog into a marketplace. Using our CLEARomni Marketplace solution, the brands evolved from a B2C setup to a B2B2C ecosystem. Sellers can now join the platform via a streamlined seller center, which simplifies the onboarding process and facilitates easy management of product information and inventory. This transformation not only diversified the product offerings available to customers but also opened new growth opportunities for Swire Resources, attracting a broader customer base and new sellers.
Streamlined Order Management with CLEARomni OMS
To support the marketplace expansion, our CLEARomni Order Management System (OMS) was implemented to streamline order fulfillment. The OMS automates order splitting and allocation across various fulfillment workflows, making logistics more cost-effective. Customers now benefit from flexible delivery options, including in-store pickup, courier delivery, collection point, or home delivery. This increased operational efficiency while minimizing overstock risks and expanding product ranges.
Marketplace Management Oversight
Platform administrators maintain full control over marketplace management. They can set commissions, establish penalties for tardy deliveries, and create detailed settlement records. This transparency and oversight ensure smooth marketplace operations while maintaining a high level of service quality.
