The situation
TANGS is a leading family-friendly retailer and Singapore’s distinctive, iconic, world-class, beloved shopping destination with a mix of carefully curated exciting international, Asian and Singaporean brands across all concepts of Beauty, Home, Fashion, Kids, and even Food & Beverages, TANGS appeals to the modern shopper who seeks to distinguish themselves with their blend of local, international, modern heritage, exclusive, and quality offerings. Designed to offer the best of brands in the intimacy of a department store and providing a completely immersive customer experience, with services and amenities accessible at every corner, dining and rest spots on almost every floor, a comprehensive loyalty rewards program and 24-hour shopping via https://tangs.com/ and the TANGS mobile app.
Ascentis provides CRM, Customer Loyalty and enterprise’s solutions, easy-to-use human capital management, HRIS, online payroll, talent management, recruiting and timekeeping solutions which help business to run more efficiently and accurately. Since 2003, Ascentis has become the preferred CRM and Loyalty Agency for companies looking for customer-centric solutions including loyalty programs and enterprise’s solutions. They were recognized as one of Singapore’s award-winning Loyalty Marketing Agencies by senior industry marketers. Until now, Ascentis has been in the forefront driving the customer engagement innovation in retail, food, and beverage as well as entertainment and hospitality.
Kyanon Digital is the strategic partner of Ascentis. Kyanon Digital is in charge of building the front end of TANGS’s eStore website and mobile app as well as integrating into Ecommerce, CRM and building microservices catering for calculating loyalty points from Ascentis’s products.
Challenges & Requirements
Being successful with offline retail, TANGS is now expanding its business online. In the digital era, TANGS faced challenges in terms of transforming their business and improving the shopping experience on their eStore website. They need to improve online shopping sites to align with customers’ demands in order to stay a leader in the competitive market, especially in this rapid change of the COVID-19 pandemic. The old web and mobile app from the previous vendor could not be scaled up so after careful consideration, TANGS finally made a decision to change to the new vendor – Ascentis because Ascentis has customized many more features for TANGS’s web and mobile app. As a strategic partner with Ascentis, Kyanon Digital is in charge of revamping TANGS’s eStore website as well as integrated into CRM loyalty system from the third party and also refreshed the mobile app design.
Besides, due to the impact of COVID-19 pandemic, TANGS has ordered Kyanon Digital to build a fulfillment app. For the TANGS Fulfillment app, Kyanon Digital is not only a developer but also a consultant. While developing the app, Kyanon Digital has given professional advice to TANGS for warehouse operations in reality to build and clearly understand the suitable final workflow.
TANGS needed more time to approve the request response. They also gave a hard deadline, a pressure timeline so Kyanon Digital had to try all their efforts to complete the project in the best and fastest way.
What we did
Kyanon Digital’s team with experience in building eCommerce websites and Mobile app have completely revamped TANGS’s eStore website as well as integrated into CRM loyalty system from the Ascentis Platform and also refreshed the mobile app design. The project started in February 2021 and took 9 months. This is a pretty big project with 1200 mandates for both website and mobile app. This has adjusted their customer journey to respond effectively and maximize their profit.
Furthermore, Kyanon Digital extended customer in-store experience, web experience, and brand awareness all to Mobile App. Mobile Order Fulfillment App strengthens retail efficiency by streamlining in-store pick & pack processes. Keeping abreast of technology changes, Kyanon Digital ensures their business can perform in its competitive niche by gaining both great customer in-store experience and online shopping experience. TANGS Fulfillment app is a mobile app of the whole warehouse management system from receiving the order to delivering items successfully. This project has started since May 2021 with writing the Project Requirements Document. The app has been deployed in July and August 2021. It is being launched in November.
Achievements
After launching the eCommerce website and Mobile app for 4 months, cheerfulness, excitement, and satisfaction are in TANGS’s emotion and in their mood. As a result, the ecommerce revenue has dramatically increased and the traffic has been counted above 850000 sessions per month.
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