Everything Groceries

BigBox Asia

BIGbox Asia is a go-to online grocery delivery platform that has everything consumers want and more, with a luscious amount of imported treats & snacks to satisfy cravings.

BigBox Asia have a wide range of unique products ranging from beverages, confectionery, snacks, frozen food, dairy products, baby food, all the way to consumers household products.

Team.

Graphic Designer

Content Developer

Videographer

Sales Team

Business Development Manager

Project Timeline.

2015-2016

Project Overview

The Challenge.

Market Saturation and Competition

One of the initial hurdles was the highly competitive landscape with established players like Honestbee, GrabFresh, HappyFresh, Cold Storage Online Store, and Giant Online. Each of these competitors had their own unique value propositions and market share, making it challenging to carve out a unique space for our brand. The key was to analyze their strengths and weaknesses deeply to find gaps in their offerings that we could capitalize on.

E-Commerce Development Challenges

1. User Experience (UX) Design Across Cultures:

Designing an intuitive and engaging user interface that caters to diverse cultural preferences in Malaysia was a complex task. It was crucial to ensure the platform was accessible, mobile friendly and user-friendly for a wide range of consumers, accommodating different languages, preferences, and online shopping behaviors.

2. Integration of Local Payment Solutions:

Adapting to local payment preferences required integrating a variety of payment gateways and solutions. This was challenging due to the technical complexities and the need to ensure secure transactions, considering the varied digital financial landscape and trust issues with online payments in different countries.

3. Scalability Issues:

Preparing the platform for scalability from the start was crucial to handle the growth and expansion plans across multiple countries. This involved robust backend infrastructure, flexible architecture, and efficient data handling to support increasing numbers of users and transactions without compromising performance.

Digital Marketing Challenges

1. Localized Content Strategy:

Creating content that resonates with each target market's cultural context and language was a significant challenge. This required a deep understanding of local consumer behavior, preferences, and search habits to tailor the content effectively for SEO and engagement.

2. Multi-Channel Marketing:

Developing a multi-channel digital marketing strategy that leverages the preferred social media platforms, search engines, and digital channels in each country was complex. Each customer segments there was its unique digital ecosystem, requiring customized strategies for platforms like WeChat, LINE or Facebook and Instagram.

3. Conversion Rate Optimization (CRO):

Optimizing the e-commerce platform for higher conversion rates involved continuous testing and adaptation. Understanding the nuances of what drives conversions, from product presentation to checkout processes, required ongoing analysis and tweaking of the user journey.

Facing these challenges head-on involved a mix of strategic planning, innovative solutions, and localized approaches. The aim was to not only overcome these hurdles but also to leverage them as opportunities to differentiate our brand and deliver a superior online grocery shopping experience.

Project Overview

The Goal.

To establish a leading online grocery e-commerce platform in Malaysia that offers a seamless, culturally tailored shopping experience, meeting the diverse needs and preferences of consumers based on their ethnics, culture and language differences

This goal encompasses several key objectives:

Market Penetration: Secure a strong market position in Malaysia within the first year of operation, followed by successful entry into the Indonesian market, setting the stage for further expansion into Thailand and China.
User Experience Excellence: Deliver an exceptional user experience tailored to each target market's cultural and regional preferences, ensuring high user engagement and satisfaction.
Operational Efficiency: Build a robust, scalable e-commerce infrastructure and logistics network that ensures timely delivery, product freshness, and accommodates rapid growth across the region.
Digital Marketing Leadership: Develop and implement innovative digital marketing strategies that effectively engage target audiences, build brand trust, and drive conversions through personalized content, multi-channel outreach, and data-driven optimization.
Sustainable Growth: Achieve sustainable growth by focusing on customer loyalty, market adaptability, and continuous improvement of the platform and services based on consumer feedback and market trends.

My Role.

Leading the charge on both the development and digital marketing strategy for BigBox Asia, a cutting-edge online grocery platform, I played a crucial role in our project's success. Working hand-in-hand with an awesome team of five, we pooled our skills to totally shake up how people shop for groceries online.

Here are the cornerstone responsibilities I undertook in this transformative project:

E-commerce Dev Lead

I collaborated closely with the development team to create an exceptional online grocery eCommerce platform. Steps i took included:

Market research
Selecting Magento platform
Website design and UX planning
Product catalog creation
Shopping cart and checkout process design
Payment gateway integration
Shipping and logistics setup

Social Media Marketing

Audience Analysis
Platform Selection
Content Calendar Creation
Engaging Content Creation
Community Engagement
Influencer Collaborations
Paid Advertising
Promotions and Contests
Analytics and Monitoring
User-Generated Content Encouragement:

Search Engine Optimization

Keyword Research
Optimized title tags, meta descriptions, headers, and content
Technical SEO
Sitemap submission to GSC
Content Creation Strategy
Engaged in building high-quality backlinks from reputable sites within the food and grocery industry..
User Experience (UX) Optimization:
Mobile Optimization
Reporting and Analytics

Conversion Rate Optimization

Analytics Review
User Experience (UX) Audit
A/B Testing
Landing Page Optimization
Checkout Process Simplification
Payment Options Expansion
Trust Signals
Personalized Email Marketing
Exit-Intent Popups
Analytics and Reporting

My Tools.

My Approach.

Discovery & Brainstorming

Objective: To gather comprehensive insights into the target market, including customer preferences, competitor strategies, and industry trends.
Process: Conduct surveys, analyze social media and online forums, review competitor websites, and study industry reports. The goal was to identify gaps in the market, understand what customers value in their online grocery shopping experience, and spot emerging trends.
Outcome: A detailed understanding of the target audience's needs and behaviors, which informed the design, functionality, and marketing strategy of the eCommerce platform.

eCommerce Platform Design and Development

Objective: To create a user-friendly, visually appealing, and functional online store that meets the needs of BigBox Asia's customers.
Process:
- UX/UI Design: Designed the user interface on mobile using Figma with a focus on simplicity, aesthetics, and ease of navigation.
- Development: Led the team of development to implement the technical aspects, including setting up product databases, payment processing, and security measures.

Platform Selection: Chose Magento because it was the best fit based on customization, scale, budget and technical requirements.
Site Architecture: Mapped out the structure of the site, including categories, product pages, and key features like search and customer support.

Outcome: A fully functional eCommerce platform that provides a user friendly shopping experience for our customers and meets all technical and business requirements.

SEO Strategy Development

Keyword Research

Objective: Identify high-value, relevant keywords that potential customers are using to search for online grocery products and services.
Process: Utilized tools like Google Keyword Planner, SEMrush, and Ahrefs to conduct extensive keyword research. This involved analyzing search volume, competition, and relevance to BigBox Asia’s product offerings.
Outcome: Compiled a list of targeted keywords to incorporate into the website’s content, including product descriptions, blog posts, meta tags, and URLs.

On-Page Optimization

Objective: Ensure each page on the BigBox Asia website is optimized for search engines and user experience.
Process:

Submitted sitemap to Google Search Console and monitored for any existing errors to fix

Optimized title tags, meta descriptions, and headers with targeted keywords.

Enhanced content quality across product pages and categories to provide value and incorporate keywords naturally.

Improved image SEO by optimizing file names, alt text, and reducing file sizes for faster loading times.

Outcome: Enhanced page relevancy for targeted keywords, leading to better search engine rankings and user engagement.

Content Strategy

Objective: Develop and execute a content strategy that attracts, engages, and retains the target audience while supporting SEO goals.
Process:

Identified content gaps and opportunities based on keyword research and competitor analysis.

Created a content calendar to post regularly in social media like Instagram and Facebook.

Collaborated closely with the sales team to strategically promote products with high inventory levels.

Worked closely with graphic designers to create an engaging flow of posts to attract customers and promote BigBox products.

Outcome: A content library that drove organic traffic, improved site engagement, and established BigBox Asia as a strong competitor in the online grocery sector.

Search Engine Marketing (SEM)

Account Setup and Configuration

Objective: Based on budget allocated for the account we decided to go with Shopping Ads where it reaches high buying intent users on Google looking for products BigBox has to offer. Objective was to increase the visibility and the revenue of the brand

Process:

Established a Google Merchant Center account, integrating it with our Google Ads account for daily updates to our product feed.
Set up a Google Tag Manager account to configure tags and triggers, enabling precise tracking of key conversions on the BigBox eCommerce platform.
Conversions: Purchase Event > Primary, Begin Checkout > Secondary
Created a Google Ads account with Manual CPC bidding strategy because the account was new and we needed to gather data to eventually update the bidding strategy to Target ROAS.
Shopping Ads with Sales objective was created with daily budget of $150 and Manual CPC of $1.40 which was the top of the page high bid for the relevant keywords.

Outcome: A fully configured Google Ads account to drive sales.

Social Media Marketing

Instagram & Facebook

Objective: Our main aim was to cultivate a robust social media presence that would attract, engage, and retain customers, while also enhancing our search engine visibility to support broader marketing objectives.
Process:

I conducted competitor analysis to identify content gaps and opportunities. This helped us understand what potential customers were interested in and which areas our competitors were overlooking.
I developed a content calendar to post everyday on Feed, Story and Reels on Instagram and Facebook. This calendar was strategically planned to cover various themes and promotions aligning with key shopping periods and seasonal trends.
I worked closely with the sales team to identify products with high inventory levels. We strategically promoted these products through our social media channels to balance inventory efficiently and boost sales.
I worked with videographers to create appealing and effective videos under 30 seconds to boost our engagement rate. we created a consistent and engaging flow of posts that highlighted the freshness and quality of BigBox products.