Senheng
INDUSTRY
Retail
Electronics
SERVICES
Click & Collect at store
Reward points integration with ERP
Automatic product recommendations
Pre-order deposit payments
STRIPE payment gateway
Raymond Tan
Director of Retail Technology
Working with the Kemana team we have now brought Senheng to the new frontier of true Omni and Multi Channel Ecommerce, a real first for Malaysian retail. The project requirements were complicated to manage from day one, but the results of our combined efforts have been striking.
Raymond Tan
Director of Retail Technology
BACKGROUND
Senheng® established in 1989 from a tiny consumer electronics half shop lot set up with stocks worth less than Ringgit Malaysia thirty thousand. Now Senheng® is one of the leading consumer electronics chain stores in the country and has the largest electronics chain store operating over 100 stores branches straddling the length and breadth of Malaysia with more than 465 employees. The company strives to provide a convenient and unique shopping experience and better value to every consumer.
BRIEF
Senheng, one of the leading Electronic Consumer and Home Appliance stores in Malaysia, has launched a new complete Omnichannel Magento 2 Ecommerce site solution in collaboration with Kemana for continuous growth in the industry.
GOALS
The Senheng 2.0 project involved a number of Kemana team members across multiple countries, supporting a wide range of different functions. The team facilitated a complete “re-think” on how Senheng will engage with consumers moving away from a linear centric approach to an incremental experience model.
CHALLENGE
As the largest online electrical appliance company in Malaysia, Senheng has millions of members with multiple unique data fields integrated with the loyalty program of Senheng, all of which needed to be migrated and functioning within the new site once live, as well as, the integrated POS of course. This created several challenges to overcome.
SOLUTIONS
Senheng came with an outdated Magento platform with known issues from Magento 2.2.5, a code audit was performed prior to site optimization and upgrade to latest Magento version.
We started off with moving the site (DB and Source) to a test hosting server (staging), perform the store update to Magento latest version, adjusting code best practice, optimizing the site performance, performing a series of testing from Regression Test, Performance testing, Full Testing until deploying the latest magento to the live with little downtime as possible during the deployment.
We started off with moving the site (DB and Source) to a test hosting server (staging), perform the store update to Magento latest version, adjusting code best practice, optimizing the site performance, performing a series of testing from Regression Test, Performance testing, Full Testing until deploying the latest magento to the live with little downtime as possible during the deployment.
CREATING THE EXPERIENCE
Kemana made an extensive Discovery and Customer Experience Design process that included Competitive Analysis, Benchmark Reviews, Customer Immersion studies, Persona Creation, Omni and MiltiChannel Customer Journey Planning, Brand Experience Mind Mapping, Wireframing, Mockup Creation and Prototyping.
THE RESULTS
Senheng remain to be one of the most popular electronic store in Malaysia. Since then the Ecommerce excell towards their best performance, increase revenue, and conversion, allowing existing and new customers to benefit to experience better speed performance, more secure platform, and more stable functionality improvements
