Project
E-commerce B2C and B2B
Meet ASUS
ASUS, a renowned multinational company, stands out globally as a benchmark in motherboards, PCs, monitors, graphics cards, and routers of high quality. With a global team of over 5,000 research and development professionals, ASUS leads the industry through innovative design, aiming to create a smarter, more authentic, and joyful life for everyone, driven by technology.
Guided by the motto ``In Search of Incredible,`` ASUS achieved over 11 prestigious awards in 2018. Furthermore, it gained notable recognitions, including being listed among the Most Respected Companies in the Global 2000 by Forbes, being among the Top 100 Global Technology Leaders by Thomson Reuters, and earning a spot among the World's Most Admired Companies by Fortune. These accomplishments attest to ASUS's commitment to excellence and innovation, solidifying its position as a respected leader in the global technological landscape.
CHALLENGES
Solutions tailored to
Customer Relationship
To gather and enhance ASUS's relationship with key distributors and retailers in Singapore, ASUS sought layered e-commerce features on its existing website to enable customers to find and research their products.
Their objective was to streamline the entire B2B2C tracking, sales, and customer service through the new virtual store to cater to the Employee Purchase Program. This specialized program was designed to enable all employees of a client company to purchase a variety of computers, laptops, and other hardware at discounted rates.
Simplifying the in-store purchase
In an effort to enhance the consumer experience across all sales channels, both online and offline, ASUS aimed to create a seamless Online-to-Offline (O2O) shopping journey. This initiative sought to facilitate product discovery on the internet, offer special discounts and promotions online, and support in-store sales, upselling, and maintenance services. The goal was to seamlessly integrate the customer experience across all touchpoints, providing a smooth transition between online and offline environments, thereby enriching the shopping journey.
Integrating back-end data
Several resellers responded to ASUS Singapore's online orders, demonstrating significant potential for future expansion. With the goal of creating a unified and cohesive distribution network, ASUS aimed to integrate the backend of each of these resellers. The strategic plan involved enabling the entire B2B tracking, sales, and customer service process to be conducted directly through the new virtual store, simultaneously catering to the demands of the B2C market. This integrated approach aimed to optimize operations, improve efficiency, and strengthen ASUS's presence in the market, bringing together efforts for both corporate clients and end consumers.
STRATEGY
Mindset for Success
To ensure this, the strategy involved catering to both B2B and B2C markets simultaneously, channeling the entire process of tracking, sales, and customer service directly through the new virtual store.
For Perú, we were very lucky to have the previous experience of the “go live” e-commerce projects in Chile and Colombia. This learning experience of the team, helped to have faster execution in our territory with a smoother go to market implementation. This was not only a result from the great experience and lessons learned from previous projects, I would like to highlight that thanks to the cleared and detailed standardized process since the beginning of the project, we were able to tackle most of the issued to be faced during the production of the Asus Store in Perú. Nevertheless, when we did face issues along the way, however, we were always confidente to have an effective solution from our partners. We all know that to have successful B2C campaigns, timing is key for reaching the targets. In this sense, we always received the support needed and specially on-time for any type of problem that needed a fast reaction from the team. Managing three countries was one of the main challenges, we needed to align and consolidate a lot of information for developing purposes,. Of course we had special requests considering the reality of each country. We were happy to be able to work and adapt many variables for Asus Store Perú thanks to the customer-focus approach of our partners.
Joel Jacobs – Channel Manager – Asus
SOLUTIONS
Our tools for success
B2B and B2C Unified
We chose Adobe Commerce because it was the most robust platform available, capable of seamlessly integrating B2B, B2C, and advanced e-commerce features into a single site. Leveraging the ready-to-use B2B features and powerful tools offered by Adobe Commerce, we implemented ASUS's B2B sales and promotion strategies targeting corporate accounts. On the B2C front, we integrated consolidated commercial support with the B2B capabilities of the virtual store. SmartOSC played a pivotal role in providing special purchasing features through Adobe Commerce, such as one-step checkout, aiming to simplify and expedite the purchasing process, thereby encouraging more sales. Additionally, we implemented Return Management Authorization to enhance the customer experience.
O2O Customer Experience
The core of the new site was to consolidate ASUS Singapore's online and offline operations. The solution created by SmartOSC involved merging both systems, providing a fully integrated inventory management system. This allowed ASUS to efficiently monitor product fulfillment across the region, both in online sales and distribution points. Simultaneously, the system offered conveniences such as order collection and in-store self-service through an integrated Point of Sale (POS) frontend.
Data-Driven Omnichannel Strategy
SmartOSC chose to integrate ASUS Singapore's data pipeline with Antsomi 365 CDP. By assigning a unique ID to each person and tracking their information at every touchpoint, we connected the dots throughout the customer journey. Utilizing predictive AI modeling, ASUS was better equipped than ever to understand individuals using their services and expressing interest in their products. This approach allowed ASUS to strategically use this information, reaching each individual in a personalized manner. The company could direct targeted marketing content and special promotions, elevating their customer service offering to unprecedented levels. The integration with Antsomi 365 CDP strengthened ASUS's ability to create more meaningful experiences aligned with their customers' preferences and needs.
Automation and App Integration
ASUS also needed a Point of Sale system that could handle increased volume across channels. SmartOSC recommended ConnectPOS, an application seamlessly integrating with Magento, automatically synchronizing real-time order, product, tax, and stock data in online and offline sales. ConnectPOS offers various modern and technological solutions for ASUS's growing payment and delivery needs, including Click and Collect, in-store facial recognition using artificial intelligence, multiple payment options, touchless QR codes, all in a system that continues to operate even without an internet connection.
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