Customers Stories

Electrifying The Future

How Senheng is using eCommerce to drive towards RM1 bil revenue online & offline

An interview with June Tai, Head of Marketing - Senheng ​

Which was Senheng’s first retail outlet? How have you grown? 
Senheng Pandan Jaya is the first Senheng store established back in 1989. Today we have more than 100 stores nationwide.

What is Senheng’s main goal for growing in the online space?
What we wanted to offer is a consistent  brand and shopping experience for our customers. We noticed that while footfall is falling at the physical stores, online traffic is growing significantly.
 
Senheng’s challenge in the online space? 
Going online in the beginning took a lot of convincing as we took a step back from traditional media. We were initially very concerned if we would still be able to reach out to the rural areas but digital marketing today has allowed us to execute targeted ads within specific locations in those areas.

How to manage competition between online and physical store? 
Now, eCommerce does not mean the end of brick and mortar retail. In a typical customer journey, the customer can choose to search for our products through our webpage or they can choose to experience the product in our physical stores.
 

“For the 11:11 campaign in 2018 we did 80% better than the previous year. So basically eCommerce has been key in helping us drive towards that 1 billion ringgit revenue overall for online and offline” - June Tai.

What is your advice for other brand wanting to go online?
Don't be afraid to make the first step. Most companies are always concern about ROI. Businesses must understand that they need to invest in technology, in systems and solutions to see the results. With the start of Senheng eCommerce journey in 2017, results started picking up within 6 months after our initiative.

Why Maxis eCommerce and how did it help Senheng?  
The Senheng webstore was built by Maxis eCommerce integrated with logistics and payment housing more than 2000 products. Recently, we also engaged Maxis for the SEO solution to drive more organic traffic to our site. 

Why Maxis eCommerce? 
Maxis was able to provide us with detailed insights to our SEO performance and present us the key areas for improvement gaining us the trust in their expertise.