How ASUS built a dream experience for gamers and resellers.
The technology manufacturer wanted to build the perfect O2O and brand experience while also boosting reseller sales.
Web sessions since launch
Deliver a robust and unified B2C and B2B commerce experience
Improve communications between the local office and resellers
Introduce e-commerce to the website to encourage reseller commitment
+56% growth in revenue (YoY)
+59% growth in transactions
+32% web sessions since launch
Building the perfect e-commerce website for everyone
Since its start in 1989, ASUS has become a leading brand for gaming and consumer notebooks, making Fortune magazine’s World’s Most Admired Companies list for five years. The company’s commitment to delivering the newest and most inspiring technology shines through its high-performance gaming line of computers and laptops, The Republic of Gamers (ROG) and is reflected in its offer for customers to design and customise their dream gaming computer.
Most of ASUS’ regional business in Singapore relied on their network of resellers based in retail shops. The brand wanted to improve communications between their local office and resellers to enable a more accurate, streamlined process to track product purchases and distribution. At the same time, ASUS sought to strengthen branding across the customer journey. Their website offered the best source of information for their products but didn’t enable online ordering. They wanted to introduce e-commerce to their website that continued to encourage reseller commitment while also adding direct-to-consumer sales, with a bespoke experience that resonated with their gaming community.
ASUS wanted a single platform for B2B and B2C e-commerce. Partnering with SmartOSC, they chose Adobe Commerce for its flexibility to deliver everything on their e-commerce wish list, including a robust unified approach to B2C and B2B on a single site with a high level of customisation, while streamlining back-office processes. The strategy involved not just delivering e-commerce to clients but integrating off-line-to-online (O2O) to streamline access to their rewards programme while improving the tracking and revenue delivery for resellers.
“The current ASUS website is the best place to explore our wide range of products. Adding the e-commerce site will deliver a more convenient and immediate shopping solution in addition to all our branded shops and authorised retailers. Hosting our own e-commerce site also aligns with our ongoing effort in providing our customers with a seamless O2O shopping experience and an attractive rewards programme.”
Country Manager, ASUS Singapore
Delivering the dream for customers and resellers
As an innovative brand, simply adding online ordering for customers wasn’t enough. Instead, ASUS envisioned giving customers the ability to build their dream PC or laptop. SmartOSC developed an online tool for the new website where customers virtually assemble various components of their computer, place the order and have the final product delivered directly to their door: something unprecedented in the Singapore region. Behind the scenes, SmartOSC integrated Adobe Commerce with ASUS’ centralised CRM and order management system to sync customer information along with order and delivering status across all channels. This helps ensure service and retail teams can access details about the customer orders wherever and whenever for a seamless experience.
For ASUS, adding B2B e-commerce offered the perfect opportunity to simplify their revenue distribution to resellers. They started by introducing a partner programme that automatically makes payments received through the new site based on reseller product allocations. To enable this, SmartOSC integrated the resellers’ and distributors’ ERP system with Adobe Commerce. Resellers are assigned an individual product or product line for fulfill orders and then receive the appropriate percentage of the sales for their assigned category, facilitated by the PayPal Parallel Checkout extension, which automatically splits customer payments.
To further support the commercial market, an enterprise team provides support via telephone or email through the site. Businesses that are interested in utilising ASUS products can also ‘partner’ with the company for exclusive access to industry discounts and unique selling terms reserved for B2B and B2B2C transactions. To extend their online service to businesses looking to purchase ASUS products, SmartOSC built an employee purchase plan that offered promotions. The programme incentivises local businesses to outfit themselves with ASUS products while providing greater access to discounts.
Taking revenue to the next level
Adding e-commerce to their local brand website drove impressive results across revenue and engagement. Since launching on Adobe Commerce in June 2019, ASUS saw a 56% increase in PC and mobile revenue backed by a 59% growth in PC and mobile transactions, compared to the previous year. Web sessions have jumped by more than 32% and page views have also improved by over one-third.
Simplifying reseller revenue has developed the brand’s ability to track inventory and reduce accounting resources, while also fostering more meaningful ties between the resellers and the Singapore office. By centralising product ordering through the site, ASUS enhanced their ability to control the movement of products while also fostering closer relationships with their distribution channel.
“The current ASUS website is the best place to explore our wide range of products,” says Emma Ou, Country Manager, ASUS Singapore. “Adding the e-commerce site will deliver a more convenient and immediate shopping solution in addition to all our branded shops and authorised retailers. Hosting our own e-commerce site also aligns with our ongoing effort in providing our customers with a seamless O2O shopping experience and an attractive rewards programme.”
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