Future-proofing Your Company for the 21st Century

A bulk of companies within Singapore are unable to completely grasp the dynamism of the net upon the day-to-day lives of its customers. Because of the fact the web permits users to access products and services in a much more straightforward manner, these businesses often get left behind in the long term. They were unable to employ this new medium to expand their company.

Here’s Some Context to Ola
Bigger businesses with deep-rooted advertising processes are generally more hesitant in adopting the move to online media. There was in fact a case a while back concerning one of such corporations that had been making a loss on an hourly basis. However, they took a daring step towards digital marketing and managed to turn their fortunes around. The name of this organization: Ola. With little or no competitors in the industry, Ola once stood as a main contender in the grocery market. Their stores were commonly seen in virtually every key neighbourhood, challenged only by little family run stores. However, in January 2009, Ola was in tremendous trouble.

First dilemmas appeared with a costly business restructuring program that was put into motion by a recently hired Chief Executive Officer. This was kickstarted when Ola failed to secure a hold on the European and Asian marketplaces. An additional barrier is the understanding that local out-of-town shopping malls were losing their popularity. The largest challenge comes from the rise of competitors Vyco and Biradia. These business newbies were more digitally inclined with refreshing marketing ideas. They were able to increase their market share by aiming for highly specialized sections of the business. German owned Vyco attracted the cost aware group of customers whilst the brand conscious bunch were mostly brought towards Biradia.

Ola’s advantages at that point include market presence and brand equity. This acknowledgement extended their shelf life but did not help them sustain investor loyalty or total patronage. During year 2010, Ola’s net earnings had fell by a tenth and their largest shareholders publicly admitted that their substantial investment in the FMCG corporation was a “huge mistake” which cost them nearly 680 million within a year. The newly engaged CEO believed steadfastly in employing digital innovation to remodel a business; that was the main reason why he was hired. Even though Ola’s web store back then was working perfect, the evolving times demanded a completely new approach to managing this on-line presence.

Assembling an Internal Online Marketing Team
Their first approach was to assemble their own in house online marketing agency by using a technology incubator that trains young tech marketers. They were looking to harvest the talents of these budding internet marketers as an alternative to a digital agency like Yoursite Singapore.

Ola had to improve sales on its online store. In order this to be possible, it would have to move past its reliance on tested and proven traditional advertising means. Relying on a surefire instrument, Ola’s marketing department decided to make use of the profitable approach known as branded content marketing. A specific Eats! link was included within their online store which brought users to a “Ola Eats!” website. The website contains food-related content like recipes, inspirational articles, and wellness-related posts that pertain to food.

Essentially, Ola uses the microsite to strategically and casually disseminate relevant advice to would-be customers. That said, it’s also really simple for consumers to proceed to the online store, as hyperlinks to it are abound. This website design and development strategy (incorporating good UI and UX) supports customers to shop at Ola’s e-commerce store, since it discreetly links Ola with wholesome food. The strategy employed here relies upon a fundamental consumer mindset of wanting immediate results. Such a strategy surely increases the chance that a shopper will buy from Ola’s online shop.

online purchase

Launching a Campaign on Social Media
Apart from the microsite, Ola used another tool within its internet marketing campaign: marketing through social media. By the sheer scale of the business, Ola was able to have an inhouse team to run this element of the campaign directly, bypassing the need for a professional social media agency. To kick off the campaign they signed up for their own official accounts on websites such as Instagram and Google. Being in total control over their social media accounts allows Ola to deliver regular updates of its latest offerings. Such efficacy basically means that users are consistently up to date on the newest deals and news.

Second, it empowers them to continue refining their online brand image. In this aspect, it is too easy for one’s on-line brand image to be smeared by an irate customer or a competition – this is done by setting up a bogus account, typically driven by malicious purposes. As they had no control over these third-party accounts, it was easy for their standing to get ruined in any event the owner posted images that would be detrimental to the company. With an in house social media agency, all info would be thoroughly checked and controlled. With information flowing directly from the official source, Ola will not need to be bothered about what is being disseminated online.

online communication

Building Superb Online Support
Customers and sales are definitely the backbone of any company. The importance of after-sales support is constantly overlooked in its function of fortifying brand loyalty. Superb post-sales support helps to create opportunities for loyalty to the brand and repeat purchases, as studies have always shown. This is where Ola really beams.

To illustrate this, Ola created a social media profile just to handle customer complaints only. The easy accessibility to Ola allows customers to voice their queries in a single location so as not to water down the goals of messages in other places. Ola also ensured that the team members in charge of the customer support accounts offer a human touch whenever they connect with customers. Users feel more confident of the brand when the answers are genuine and personalized in contrast to cold computer generated replies.

Ola is now reaping the rewards of a highly effective strategy in digital marketing by controlling the largest segment of the grocery marketplace industry. Based on data from numerous sources, Ola now commands about 30% of the marketplace. The closest challenger was not even close, only managing to get hold of about 50% of that. Ola’s future is certainly bright and it’s sure to get even more glowing as they look to enhance their online marketing strategy. The in-house development team are actively pushing out mobile programs which will extend Ola’s reach to more people. By simply breaking the hurdles that restrict the designing and developing of a website, this application has far greater potential to reach out to a widespread group of consumers.


The Summary
A good example can made of Ola. It truly is no longer a given to depend solely on branding and retail to achieve success. Businesses must utilize digital marketing and social media marketing to proactively connect with customers and establish a foothold in the digital age. Regardless of the industry, companies must evolve with the landscape. Embracing technology is, without a doubt, an important way of achieving success in our little country. It has grown into a basic prerequisite which plays such prominent part that it could decide whether or not a company survives or fails.

Rescue Your Business with an Online Presence

The speed that the web was adopted by the masses coupled by its effect on their lives simply meant that a large number of businesses were caught off guard. Many companies in Singapore found themselves being crushed by the pressure to compete against more digitally inclined startups along with the problem of changing their marketing plans to an unfamiliar medium.

Firms that were able to take full advantage of digital marketing got the best benefit. Their customer base expanded, and was made up of customers more compelled to provide repeat business. Digital marketing has demonstrated itself to be a formidable instrument for businesses. There are instances in which failing enterprises have been saved from closing through a comprehensive and expertly planned effort skillfully carried out by a digital agency. One particular instance is with the multi national grocery chain Embric.

A giant within the Singaporean Consumer Goods marketplace, Embric was recognized as one of many biggest and most reputable grocers with reasonable popularity. The supermarket chain had stores in nearly every town and had little or no competition aside from small markets. But when mid 2014 arrived, Embric found itself struggling for several things.

Initial problems appeared with an expensive company restructuring plan that was put into motion by a just hired CEO. Embric needed a brand new one as it was unsuccessful in developing international markets.

An added stumbling block is the understanding that local out of town malls were shedding their popularity. The largest challenge stems from the rise of challengers Sypre and Olcor. These two adversaries embraced technology to a fantastic extent. They competed head on with Embric by targeting market segments which Embric had ignored utilizing a variety of innovative internet marketing processes. Consumers who are on a budget head to the German discounters Sypre while those who favor superior quality brands gravitate more towards Olcor.

Consumer Behavior Shift

There was also a notable shift in the behaviors of consumers, where cost preceded brand loyalty. Embric’s strong track record was threatened – resulting in turmoil amongst their high profile investors. To put the situation into perspective, Embric’s gains dropped by a tenth – a guaranteed method of getting investors worried.

Embric’s newly appointed Chief Executive during that time was a proponent of internet technology and his hiring was part of an internal decision to improve their on-line presence.The fast growing levels of competition faced by Embric meant that relying only on its online shop would simply not be enough.

The new Chief Executive initiated the rejuvenation process by assembling an internal digital marketing team. The goal was to standardize the various aspects that formed Embric’s digital marketing plan to create a powerful unified message. Even so, sticking to the guidelines of the strategy had restrictions for the in house team. It came to the decision that engaging a marketing agency with capabilities in digital media was critical in sustaining its on-line effort.

“Green Grocery” Microsite


Because of the effectiveness of tapping on digital media, budgets for conventional advertising were slashed with time and allocated there. A priority at hand was to boost profits from their online retail outlet. This was attained by making use of branded content to raise online traffic and engagement so increasing sales figures.

A special Recipes button was included within their online grocery store which sent users to a “Green Grocery” website. Write-ups for example recipes, food preparation techniques, wellness posts and inspiring stories filled the pages of the Real Food site.

The microsite demonstrates that by engaging in quality website design and development, they are able to be a genuine asset to shoppers. The microsite’s affiliation to Embric also raises confidence in the brand while subtly encouraging more online sales. They are increasing the chance for users to move from the sub-site to Embric’s main online store instead of a challenger’s online grocery store.

Spreading the Word with Social Media

Aside from the microsite, Embric used another tool within its digital marketing plan: marketing through social media. By the sheer scale of the company, Embric managed to have an inhouse department to execute this component of the campaign directly, circumventing the need for a professional social media agency. Their first step was to establish official profiles on the more popular social networking websites like Facebook and Google.

Internal control over social media translated to unobstructed transitions from concepts to campaigns or promos. Such efficacy inevitably means that users are constantly up to speed on the most recent promotions and news. Since Embric had total control over the social media profiles, it would have the ability to apply its control over the accuracy of information. Competitions could readily and discreetly create a fake account to spread false news about Embric and misrepresent its products. By having absolute control over its accounts, Embric could be counted on to supply confirmed info through the genuine social channels.

Speaking of establishing a connection with customers, the most significant channel is after sales support. The public’s overall view can be enormously influenced by the quality of their customer service division. Embric provides an ideal template for other companies to follow.

For instance, Embric created multiple accounts, each designed to do a different task. The easy accessibility to Embric enables customers to voice any issues in one place so as not to water down the goals of information in other channels. Special coaching is offered towards the Embric Customer Care staff on the best approaches to interact with consumers. A happy and practical method is encouraged while staying helpful and resolving issues fast. Customers are more likely to trust Embric’s support as they believe there’s another man behind the account rather than an automated responder.

The revamping of its digital marketing strategy proved to be exceptionally beneficial to Embric. With reference to various data companies, Embric has control over almost a third of the market as of last July. This would be nearly double the share of the second biggest market enterprise that currently commands around fifth.

Embric’s Successful Digital Strategy

This highly impressive result will only further solidify Embric’s faith in a digital strategy. Embric’s investment in technology such as the creation of an innovative mobile app will just increase the avenues to which consumers can get in touch with Embric. Virtually any company can benefit from Embric’s example. It is no longer a given to rely purely on branding and retail to ensure success. Undeniably, any business that seeks to be current and dynamic in the digital era requires a quality digital strategy.

Also, businesses can’t depend purely upon the existing business practices in this day and age. Creating and sustaining a quality on-line presence is now crucial to any company in Singapore.

Its existence within a business and ability to turn a company around like Embric is established and well-documented; any business expecting to survive must have digital media as part of its corporate strategy.