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A global brand needing selling to local Asian markets
To support a shift toward direct-to-consumer sales in the APAC region, Niteco created an Ecommerce website for Electrolux Vietnam, covering everything from discovery and design to implementation, SEO and analytics. This eCommerce website template will be implemented in additional countries like Singapore, Malaysia, Australia, Taiwan, Korea and Thailand. A site based on Niteco’s “template” will be launched soon in Egypt to replace the Zanussi web shop and in Japan to replace the current Electrolux store. The low cost and quick implementation for other markets are the major benefits of the Niteco solution’s scalability and adaptability.
With the Covid-19 pandemic showing no sign of slowing down, 2020 saw Electrolux taking on its greatest challenge in its Asian markets: starting to sell its products directly to customers. Until then, the Swedish appliance giant’s strategy for selling its products had been exclusively B2B. While the company had and has websites in all its most important markets across the Asia and ANZ region like Vietnam, Indonesia, the Philippines, Singapore, the Middle East, Australia & New Zealand, as well as others – with development and, in many cases, content, analytics, email marketing/marketing automation and SEO work for 70+ Electrolux sites already being handled by Optimizely partner Niteco – those sites could only provide information and forward customers to local retailers’ websites to actually purchase the products.
Electrolux Vietnam needed an Ecommerce website that not only allowed for dynamic showcasing of the products and their benefits, but also ensured smooth transactions and secure payments. In addition, the company needed support concerning the unique characteristics of the Vietnamese Ecommerce market as well as available options for shipping and payments. Electrolux came to its trusted Optimizely partner Niteco to complete the project, especially when it came to regional development.
Putting a solution in place
Owing to the large scope of the project, Optimizely partner Niteco and Electrolux kicked off with a one-month discovery phase, bringing together a multitude of stakeholders and determining the must-have requirements. Due to Covid, over 50 hours of workshops were conducted virtually. Niteco’s team then designed the new Ecommerce site, creating visually appealing designs and efficient user flows, and assisted in setting up the logistics and payment aspects. Optimizely partner Niteco’s development experts built the site on Optimizely (formerly Episerver) and Optimizely Commerce, integrating it with Electrolux’s existing PIM and ERP systems and heavily emphasizing web performance and speed.
Niteco also took on the task of filling the new site with Electrolux’s content, using the aforementioned PIM system and following Best Practices for web content. The Niteco SEO team ensured that all SEO requirements, be they technical or content-related, were met, making it possible for the site to rank highly in search engine results right from the start.
The new Ecommerce website was designed following Niteco’s mobile-first approach, since 80% of Electrolux’s traffic in Vietnam comes from mobile devices. It supports all major payment options, including cash on delivery and payment in installments. The site also offers next-day delivery and a 90-day free trial for all products bought directly on the site.
After an initial launch as a staff sales site that saw hundreds of orders by Electrolux employees, the site went live to the general public in December 2020. In the first full month alone, the site saw more than one million pageviews and a healthy conversion rate for finished goods. The combined efforts of Niteco’s content and SEO teams also ensured an SEO score of 97/100. From buyers, the website has received feedback like “Very friendly interface and easy to navigate” and “Great delivery service”.
The project was nominated for an internal Electrolux award for the successful implementation of the project despite Covid-19 restrictions and the distribution of team members across five countries. Sales for the new Ecommerce site in Vietnam are estimated to reach more than 1.1 million USD per year.
Niteco has been, and continues to be, a great partner, for the launch of our multiple direct to consumer e-commerce platforms across APAC & MEA. Their team’s expertise with Episerver (now Optimizely) has been undeniably essential for our projects and they have gone above and beyond to support us with all other system integrations we needed. The team knows our business processes well enough to advise us on the best technical solutions and delivers on tight schedules
KAREN EL KHOURYD2C Program Manager - APAC & MEA Electrolux