Bata: A Step In The Right Direction
How Bata used eCommerce to double online sales
An interview with Diana Wong, Marketing Manager – Bata Malaysia
Intro to Bata
BATA was founded in Zlín, Czech Republic in 1894 and was brought in to Malaysia in 1935.
What made BATA MY decide it was time to go online? What were the deciding factors?
4 years ago, the Bata headquarters decided that we had to have an eCommerce platform simply because customers around the globe were going online and the growth of eCommerce was exponential in comparison to traditional brick and mortar.
How did Maxis eCommerce assist Bata?
Maxis started with designing & building our mobile-optimised webstore, and then implemented ads & analytics to amplify our webstore performance by driving more awareness and traffic. They have a team of experienced & passionate individuals from eCommerce, agency, marketing & tech backgrounds.
What are some of the tangible eCommerce benefits you have seen so far?
In 2018 we have doubled our online revenue. BATA is able to reach out to a larger market share today, in towns where our stores are not present. Customers are happy they can find BATA shoes online now. The webstore acts as an online catalogue and customers who wish to try on shoes prior to purchase can opt to walk into our stores today. With a digital presence, we can respond quickly to what Malaysians get excited about.
“In May 2018, within 2 hours of Tun Mahathir being spotted in our Bata sandals, we loaded it on our eCommerce store, driving 10x more traffic, & selling 2500 pairs in 4 days!” - Diana Wong.
What is your advice to other brands embarking eCommerce?
Businesses must be willing to invest, be it financial or staff allocation. Patience is important as brands should not expect immediate results. Success in eCommerce can take years to build and hence it is important to start early.
What made you choose Maxis eCommerce?
The level of passion shown by the Maxis eCommerce team impressed us even before we signed them on. Unlike digital agencies that typically focus mainly on the adspend contribution by the client, we believe that Maxis eCommerce team shares the same passion in helping BATA grow its eCommerce and O2O business. The team displayed dedication and insights on how BATA could improve its overall eCommerce business.
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