Instrumented Interconnecteds Intelligent

Miika Malinen, eCommerce Director, Hong Kong Department Stores

By Miika Malinen

Finland is a beautiful country, marked by thousands of lakes and streams. It’s no wonder that so many people here love fishing. They’ve even formed a very close-knit online community to share their love and knowledge of the sport. In these communities, fishing enthusiasts interact with one another, sharing their thoughts and opinions. And this is where my company, Oy Hong Kong Import Ltd., which owns and operates 24 Hong Kong Department Stores across southern Finland, saw an opportunity.

Our stores sell a vast range of merchandise: gardening, tools, outdoor equipment, housewares, electronics and appliances, accessories and toys. In an effort to grow our business within the Finnish market, we took our business online with a new retail site that specializes in fishing equipment. Our goal was for this store to supplement our existing outlets, while making Hong Kong Department Stores a credible name in the fishing community.  

To ensure the authenticity of our retail store, we went directly to our customers for feedback. We engaged 200 fishermen from two of Finland’s largest online communities. We partnered with these online influencers by providing them a preview of our online store before its official opening. We encouraged these participants to evaluate the site and provide feedback on site design, product selection, and overall experience.

The response was incredible! The communities with whom we worked wrote more than 3,000 product reviews in one month and provided valuable feedback on how they wanted the site to look and behave. With their insight, the powerful product ratings, and reviews capabilities integrated into IBM’s e-commerce platform, we were able to provide our customers with a premiere online experience

That experience has transformed our commerce operations. In the six months since the online store launched, it outsold the fishing departments in our physical stores. But that’s not all. Sales in our physical stores have not declined; in fact, they have increased. By raising awareness of our expertise in fishing equipment online, we actually brought more customers into our fishing department stores. The site also serves as an advertisement for Hong Kong’s expertise in this market sector.

Since the site went live, we began using IBM web analytics capabilities to gain a deeper understanding of customer activity on the site. We found that the conversion rate for customers who read reviews is 250 percent higher than that of customers who didn’t read a review.

We recently went live with a new site in Sweden, entering a new market for Hong Kong Department Stores, using fishing equipment as the foundational business. Our partner, Descom Oy, developed the site and linked it to our back-end systems so that our personalized shopping experience is also as efficient internally as possible.

As we expand into new markets, we’ll look to imitate our success in Finland and continue to create an enriching online experience for our customers. The first building block of our online stores’ ideology is to make the customer succeed in fishing. By doing so, we are seen not just as a store, but as a service provider, and that goes a long way in strengthening our brand and improving sales. Who could ask for anything more?

Bookmark and Share

Previous post

Next post

August 9, 2016
4:22 am

Old, but well written.

Posted by:
May 27, 2016
7:55 am

Excellent website and excellent Church! May God continue to bless you all. +Laurie

Posted by: adidas yeezy
July 30, 2015
8:10 pm

Valuable information. Fortunate me I found your site by chance,
and I am stunned why this accident didn’t happened in advance!
I bookmarked it.

Posted by: Vania
July 1, 2015
4:02 am

Appreciating the time and energy you put into your site and detailed
information you provide. It’s awesome to come across a blog every
once inn a while that isn’t the same old rehashed information. Wonderful read!
I’ve saved your site and I’m including your RSS feeds to my Google account.

Posted by: Mohammed
April 23, 2015
3:07 pm

Merewly determine that whatsoever transpires aren’t
going see a you that are fresh and to watch adult again to any extent further.

Posted by: sesso con cavallo
February 21, 2015
3:42 am

I really enjoyed your article written in your blog.It is awesome.There is another one of the best site where you will get free unlimited cheats and codes of big fish casino at free of cost.

Posted by: author's website
January 31, 2015
7:01 pm

Ella es uno de los padres de mascotas para cuatro gatos,
y una defensora de los derechos de los animales a todas las criaturas, grandes y pequeñas .
Las hierbas que se usan para la fabricación de cápsulas Booster están específicamente escogidos por expertos para aumentar el tamaño del pene rápido
y naturalmente . Ya sea en la agonía de placer durante un momento privado, o en un encuentro climatizada con una
pareja, los hombres no podría ser conscientes del
daño que están Colocar a su pene .

Posted by:
January 29, 2015
1:40 pm

You can obtain it right here It nonetheless require a Japanese account, but
you won’t want PlayStation Plus or go via charging money into it.

Posted by: Free Ps4 Themes
October 19, 2014
12:37 pm

Wow! After all I got a webpage from where I be able to truly take valuable data concerning my study and knowledge.

Posted by: Bibbins
October 10, 2014
9:22 am

What’s up to every body, it’s my first pay a visit of this
website; this webpage carries amazing and genuinely good data for visitors.

Posted by:
October 9, 2014
9:12 pm

great insight. Really enjoyed reading this blog. Keep up the good work and to everyone keep on learning!

Posted by: property market australia
March 18, 2014
7:56 am

I think that everything published made a great deal of
sense. However, what about this? what if you were to create a awesome headline?
I mean, I don’t want to tell you how to run your blog,
but what if you added a headline that makes people want more?
I mean How Communities Helped One Retailer Net Fishermen, Grow

Posted by: Borderlands 2 clé générateur
March 18, 2014
7:39 am

An impressive share! I’ve just forwarded this onto a colleague who had been doing a little research on this.
And he actually ordered me lunch due to the fact that I stumbled upon it for him…
lol. So let me reword this…. Thanks for the meal!!

But yeah, thanx for spending time to discuss this issue here on your website.

Posted by: CASTLE CLASH HACK 2.1
August 2, 2013
8:57 pm

Wow, superb blog format! How long have you ever been blogging for? you made running a blog look easy. The whole look of your web site is magnificent, as smartly as the content!

Posted by: nutrition that you
July 29, 2013
1:32 pm

After study a number of of the blog posts on your website now, and I truly like your manner of blogging. I bookmarked it to my bookmark website record and will be checking back soon. Pls check out my web page as nicely and let me know what you think.

Posted by: Quinn Gurner
July 25, 2013
7:55 pm
July 19, 2013
5:56 am

It�s exhausting to seek out knowledgeable individuals on this matter, but you sound like you understand what you�re talking about! Thanks

Posted by: Emelia Vrias
May 7, 2013
4:22 am

Gardening is an endless job, with many pitfalls. It doesn’t take much to completely ruin a beautiful garden by planting the wrong plants, or not planting them correctly. We have plenty of articles to make sure that everything goes as planned. From planting to weeding and poisons to plant food. Never worry that you will get it wrong when you have a resource like directweb helping you.–

Look at the newest post on our personal homepage

Posted by: Petra Kader
May 6, 2013
12:18 pm

Both environmental and animal rights factions have criticized bass fishing in recent years for being both harmful to native species and cruel to the bass themselves. Most bass are no longer caught for sustenance, but simply as a sport, and largemouth bass are generally let go after the catch.’”

Many thanks

Posted by: Merrill Guillaume
January 10, 2013
3:28 am

Nice Article keep it up

Posted by: thefishinholeva
January 9, 2013
7:50 am

Great insights .Thanks for sharing Miika Malinen!

Posted by: Henrik von Scheel
Post a Comment