SIN KWANG OPTICAL CRM PLATFORM


Campaign period: From April 2016 to present 

 

Sin Kwang Optics is a 24-year old veteran company in the business of eyewear distribution. The key principles they carry include, among a total of 25 brands, Adidas Originals, Porsche Design, Police, and brands from the Charmant Group. As their main model of business involves dealing with eye wear retailers, end consumer knowledge and data took a backseat.

In order to get acquainted with the true customer at the end of the sales cycle, and to better understand this customer base, Sin Kwang had to fit their presence into the purchase process between the customer and their retailer. However, having no direct influence over their retailers’ Point-Of-Sale systems and the lack of (and restriction to develop) any kind of ecommerce vehicle made this task more challenging.

To tackle this, WE! proposed and developed an ecoupon system for Sin Kwang Optics. The system does not only help market their principles to consumers, it also mines consumer intelligence and aids in pushing foot traffic to retailers’ physical stores. The goal: to create a win-win-win situation for all; Sin Kwang, her retailers and her end consumers.

The system allows the client to create and manage ecoupon campaign landing pages, complete with visuals and customisable form fields for consumers to sign up with. Upon signing up, consumers will be awarded with ecoupon(s) to the respective retailer(s) or brand(s). The collected data are routed to MailChimp via its API, leveraging on it as a dashboard and for the purpose of further email marketing based on brand or customer gender.

The system also covers redemption, so the database is able to track if the consumer completed the physical transaction, along intelligence regarding the retailer outlet consumer visited, amount they spent, etc; Completely skipping the need to rely on retailers’ POS data which they do not have access to.

Sin Kwang Optics ran a pilot with Better Vision Singapore across all their outlets to promote Police shades. WE! were not put in charge of how the campaign was marketed, but in 2 weeks, the system saw 50 successful transactions. According to the retailer, this result was considered great, having generated almost 20K in revenue just from luxury Police shades within a fortnight.