• The Alchemy of a Growth Hacker - Integration of Online and Offline by Liang Shing Electronics

Abstract

The continual enhancement of sales interfaces, product quality, safe payment options, express delivery, and other related services resulting from increasingly sophisticated and mature online shopping environments is seriously threatening the operation of brick-and-mortar channels. In anticipation of this rapid growth in e-commerce, Liang Shing Electronics established its online shopping operation in 2005. The digital tide encouraged Liang Shing Electronics to reevaluate and identify new opportunities based on customer needs, inventory management, data management, and cross channel sales strategies. The transformation of Liang Shing Electronics from a brick and mortar operation to one with both online and offline sales channel operations was challenging for company decision makers. However, after integrating online and offline resources under the leadership of the general manager, cross-channel operations enhanced service and customer experience. Accurate data analysis, in addition to low cost and risk management strategies, was applied, which enabled the achievement of operational targets, customer growth in both online and offline sales channels, and increased member activity and overall sales growth. This resulted in the company becoming a role model for consumer electronics retailers that are seeking to transform themselves.

Keywords: Cross-Channel Operation, Growth Strategy, Online and Offline Channel Integration, Customer Relationship Management, E-Commerce, Retail Management