New site performance drives traffic up 50%
Mok and his team expected that there would be an uptick in sales, but the proof of how well the DCH Living site performed was based on traffic, which they set as a baseline for their KPIs. “The first thing we saw when we moved to Magento Commerce was a 50% increase in traffic. Then, we looked at new member registration and found an increase of 63% - a huge surprise for us since nothing changed besides the migration,” said Mok. “By simply moving to Magento Commerce, we’ve already seen drastic changes. Now, we are looking at new KPIs that focus on sales, traffic, registrations and campaign results.”
Of course, there were some challenges along the way. The technical challenges of migrating to a new site were to be expected and were easily mitigated with support from Adobe; however, Mok believed the bigger challenges came from a cultural perspective internally.
“Our digital transformation provided customers with a beautiful, easy-to-use website, but equally important, we wanted to ensure our internal users also had experiences that translated into immediate benefits,” says Mok. “One of the powerful ways that Magento Commerce allowed us to do this is was by giving our users quick access to meaningful data and analytics so they could truly understand how our business runs – and how they can better run their business lines.”
Retail in the time of COVID-19
Fast forward to March 2020. The new DCH Living platform launched at the same time the pandemic hit worldwide. While COVID-19 rocked businesses and economies, Mok and his team firmly believe that they have not only weathered – but thrived – during the pandemic thanks to the digital transformation that began four years ago. Because internal staff were already working from anywhere while accessing data and collaborating together, there was minimal change internally at DCH. And, the new commerce website capabilities drove increased traffic, registration, and sales during an otherwise challenging time.
As for Mok’s crystal ball, Lai says, “It was all meant to deal with the new disruptive technologies coming out of China. But when COVID-19 hit, it was an even more immediate impact, giving us no time to change. When Mok implemented the Three A’s Principles four years ago, it was like he knew something like this could happen. And now with Adobe, we feel even more empowered because COVID-19 didn’t stop us – we can soar even further.”
Moving into new markets
With the success of DCH Living, other DCH business lines are excited to onboard and learn how to use data and run campaigns to manage their businesses more efficiently. Mok takes a very team-oriented approach as they migrate the businesses to the new platform – helping them map their customer journeys and leverage Adobe expertise. “At DCH, part of who we are is that we never treat our vendors like a vendor,” says Mok. “We always treat them like partners because our success is their success.”
Looking ahead, Mok is working closely with Adobe to further his team’s expertise in interpreting data and customer segmentation, particularly as they plan to use Adobe Campaign to increase traffic through media buys. Mok is also optimistic about the future for DCH as a subsidiary of CITIC Pacific. As the middle class in China and Southeast Asia continues to expand, DCH’s customer demand grows stronger than ever. With its proven success in digital transformation, DCH has an opportunity to further extend its market through the CITIC platform – opening up new revenue streams and opportunities to better serve customers.