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Senheng Leads Digitalisation in Consumer Electronics Industry in Malaysia
Senheng trailblazes with New Retail Solution – the ultimate retail ecosystem, creating synergy between processes and business operations.
Recognising the vast opportunities in the market and the rapid spread of digitalization, Senheng Electric (KL) Sdn Bhd embarked on its own digital transformation journey.
“We are seeing an online-to-offline (O2O) revolution that changes the way people shop. Ultimately, consumers expect a seamless shopping experience across various channels that can be accessed whenever and however they chose. The idea is to enhance customers’ shopping experience, and retailers that do not meet these expectations will lose traffic. We want to simplify and personalise the shopping experience for our customers,” said Lim Kim Heng, Managing Director of Senheng.
In line with its aspirations to fuel a digitalised consumer electronics industry, Senheng developed the revolutionary New Retail Solution (NRS). The NRS presents a comprehensive retail ecosystem that has the capabilities to drive greater efficiency and effectiveness across all aspects of business operations.
Designed as a centralised portal for the management of all information including product specifications and details, this system offers users high reach rate, and automates business process.
With the NRS, retailers can easily and seamlessly manage various dimensions, such as customer value proposition and retail business model. Customer value proposition come with product offering, services offering, shopping experiences, pricing and revenue models. While operating models come with organization sourcing, store operation and value chain.
KH Lim further shares that the company invested heavily into the development of the NRS in order to create a sustainable and versatile system that can drive profitability while upholding customer service excellence which is a priority for Senheng. He explains that Senheng’s digital transformation is aimed at going totally paperless and delivering seamless digital services to customers in the years ahead.
The NRS comprises 9 core solutions, namely, the e-Commerce Solution, the Customer Relationship Management (CRM) Solution, e-Commerce Post Sale Solution, Fulfilment & Last Mile Solution, Inventory Management Solution, Business Analytics Solution, Human Resources Management Solution (HRMS), Marketing Automation Solution, and Telemarketing Solution.
Recognising the challenges in the retail industry, Senheng is set to market the NRS to all retailers across Malaysia, in an effort to drive greater efficiency and versatility in the retail segment in Malaysia.
e-COMMERCE SOLUTION
With the e-Commerce Solution, Senheng have greater control over product information and marketing efforts in terms of accuracy, speed of updates, monitoring and tracking, among others.
The e-Commerce Solution features several capabilities that include Product Information Management; Marketplace Hub Module to enable the efficient management of multichannel market
“Ultimately, consumers expect a seamless shopping experience across various channels that can be accessed whenever and however they chose.” - Lim Kim Heng, Managing Director of Senheng
places; Sales and Promotions Module to seamlessly manage period, price and conditions; and, e-Commerce Performance Analysis to improve the performance of marketing, content and products, among others.
Besides that, the Return Merchandise Authorization (RMA) Module also able to track return goods, as well as to implement terms and condition to suit commercial standards through the stock return registration function.
CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION
This solution offers Senheng digitalisation of manual processes and automation of transactions for better efficiency. This allows for interaction with customers, manage orders across all sales platforms, and conduct e-survey through the membership mobile app. The CRM Solution consists of various modules, namely the Membership Mobile Apps, Member Registration Mobile Apps and e-Survey.
Under the Membership Mobile App, Senheng can directly interact and communicate with customers, creating superior customer shopping experiences. Meanwhile, the Membership Registration Module is a management system that enables simplify registration process, impose OCR control to eliminate human errors, provides real time update to the ERP solution, and also provides easy document retrieving function. With the e-Survey Module, Senheng can conduct their own surveys to gauge customers’ overall perception and garner feedback.
e-COMMERCE POST SALE SOLUTION
The e-Commerce Post Sale Solution offers real time order processing and tracing for greater business efficiency and to increase profitability. This solution comprises Auto Payment Matching Module, EC Auto Order Processing Module and Accounting Connector Module.
With the Auto Payment Matching Module, Senheng can automate order and payment processing across multiple channels, thus giving greater control over payment processes.
The EC Auto Order Processing Module feature under this module helps to view, track and process orders received across various channels. In addition to that, can track and stay abreast with the latest updates of the order, from the order has been made to the point of delivery.
Accounting Connector Module in this business ecosystem helps Senheng to connect various business applications to automate business across accounting. This feature provides a bridge between the data-lake and the accounting software for easy reference and consolidation of transactions and customers data. This is cost-effective and easy to use while minimising human errors.
FULFILMENT & LAST MILE SOLUTION
The Fulfilment & Last Mile Solution presents the Delivery Management Module and E-Delivery Order Module. This solution empowers Senheng with more efficient delivery management combined with field-based connectivity. Senheng can also fully digitalise operations, enhanced interactive management of drivers and delivery activities. With the Auto Fulfilment Assigning Module, Senheng can assign deliveries to drivers based on schedule, area, capacity and availability thus increasing the delivery completion rate.
Senheng can further improve delivery
dynamics with the e-Delivery Order Module. This feature enhance interactive between drivers and consumers with item loading & checking, sms notifications, payment collection, customer acknowledgement, service quality monitoring and satisfaction survey.
INVENTORY MANAGEMENT SOLUTION
The Inventory Management Solution acts as a centralized inventory control for the convenience and ease access of information. Under this solution, the Product Information Management (PIM) enables Senheng to manage a centralized inventory for their businesses and utilise supplier portal to enrich product information, while implementation of merchandising business control.
Senheng need not worry about zerostock levels as the Auto-replenishment Module automatically issues orders to suppliers to replenish inventory when stocks are low, thus eliminating the possibility of zero-stock levels.
In addition to that, Senheng can enjoy better control of inventory levels with the Auto Purchase Module which tracks transaction history, product line, promotion period and recommends inventory levels.
Senheng can have peace of mind with the B2B system as it centralises the procurement process by providing a suppliers’ portal and back office
capabilities for auto processing and transactions.
The WMS system simplifies processes with an easy to use application for logistics and distribution operations thus helping Senheng to achieve greater efficiency in fulfilling customers’ orders.
BUSINESS ANALYTICS SOLUTION
Business intelligence is about discovering real-time actionable insights, predictive analytics, “what-if” simulation on different scenarios for a better decision making. Escalation alerts triggered upon predefined threshold, fully utilising the enormous amount of data collected from the transactional solutions such as ERP, point of sales systems, accounting systems, warehousing management systems & etc.
The Business Analytics Solution offers clarity in sales performance tracking, consolidation of inventory management across warehouses and store outlets, measure operation efficiency and provides insight of marketing effectiveness. This solution offers Senheng with visual data metrics to gain a clear view of their business performance through appealing visual graphics and accurate data.
Leveraging on business intelligent help boost Senheng business and better manage resources. Business Intelligent will automatically present business data metrics in a comprehensive and visually appealing graphics, making it the perfect solution to bring business to the next level.
Smart analytics like these allow Senheng to go way beyond descriptive dashboard reporting because they put advanced analytics, smart data discovery, natural language queries, and sophisticated data storytelling abilities across retail organization.
Everyone works more efficiently and effectively; makes unbiased decisions that increase revenues and profits, reduce costs, produce optimized sales forecasts, while delivering exemplary customer satisfaction.
HUMAN RESOURCES MANAGEMENT (HRM) SOLUTION
Human resource management involves HRM Metrics and measurements and strategic direction to display value. Under the influence of giving away the terminology called Talent Management.
There are various modules encompasses around HRM Solution. • E-Recruitment empowers a digitalized Recruitment Process from manpower request, job posting, interview management and onboarding automation. • E-Employee Profile enables employee to self-update their latest information such as latest address, contact number and more, to ensure the latest information is always accessible by HR. • E-PMS will allow a simplified process for employee Goal Settings, KPI tracking, Yearly Appraisal and Monitoring. • Announcement & Notification provides a centralized place for employee to view and access latest company news. • HR Documents allow employees to access official documents with ease. Employees will be able to view and download EA Form, Pay slip, Company Policies, and many more from their HR App. • E-Ticketing simplifies the process of internal request from multiple departments or outlets for a more efficient business process. • HR Chat provides better communication between employees and HR Department via Topic Differentiation and Real-time respond. • Attendance Monitoring enables the
traditional method, HRM has got a new ease to manage duty roster, track attendance, dispute inaccuracies and manager approvals.
Senheng enjoy convenient and realtime monitoring, tracking and statistics for easy decision-making in HR related matters.
MARKETING AUTOMATION SOLUTION
Marketing automation is technology designed to manage marketing processes and multifunctional campaigns, across multiple channels, with the objective of maximize efficiency & ultimately increase revenue.
This involves automation of repetitive marketing tasks such as email marketing, social media posting, and even ad campaigns -- not just for
SENHENG ELECTRIC (KL) SDN BHD
Established in 1989 in Pandan Jaya, Kuala Lumpur, Senheng Electric (KL) Sdn Bhd has created a legacy in Malaysia. Over three decades, the company has grown in leaps and bounds, becoming one of the country’s leading brands in consumer electronics. From its humble beginnings with a single outlet comprising stock worth less than RM30,000, the company now has 105 stores nationwide, serving consumers from all walks of life. Helmed by the Lim brothers, Senheng has built a strong reputation for quality, service excellence and innovation.
Recognising the demands of the rapidly evolving market, Senheng has left no stone unturned in its quest to provide its customers with only the best in products and services. In doing so, the company has employed innovative and forward-looking strategies in staying above the competition and maintaining its market leadership position. Today, Senheng is at the forefront of digitalisation in the consumer electronics industry. the sake of efficiency, but so they can provide a more personalized experience for their customers, based on transaction & behaviour data compiled.Under this solution, Senheng have access to innovative features that provide valuable insights and business intelligence.
The Dashboard Module gives a clear view of the results of each campaign that has been carried out; while the Automation Module records customers’ behaviour and trends. The Contact Selector allows for segmentation of customers based on the CRM and analyse data based on customers’ behaviour.
Meanwhile, the Content editor helps organise content accurately to fit the respective channels and business platforms. The Notification Centre empowers for dissemination easily through multiple channels. In addition to that, the Setting feature assists to link and manage all basic information.
At its best, marketing automation is a combination of software and strategy. It should allow for nurturing prospects with highly personalized, useful content that helps convert prospects to delighted customers.
Customers are more than just the output of successful marketing automation. They are the center of everything Senheng does, which means marketing automation continue to play an important role in building, maintaining & fostering a relationship with them.
TELEMARKETING SOLUTION
Under the Telemarketing Solution, Senheng gain better control of their business dynamics. The app features the Leads Management function which helps Senheng to align their customer database into a single view and streamline their data for more accuracy.
Under this solution, the Campaign management feature gives Senheng a clear idea of dedicated skills required for various campaigns.
The Marketing Collaterals feature helps Senheng to organise marketing collateral and to easily retrieved texts, photos and videos when needed.
This solution also presents the Customer Journey and Text Automation which helps Senheng to freely design customers’ journey by automatically pushing out texts.
The Payment Gateway feature
offers the flexibility of various modes of payment gateways and by which telemarketers can trigger payment or collection.
With these features telemarketers can personalise marketing efforts and conduct one-to-one marketing, with the help of big data and analytics.
The LIVE dashboard feature offers Senheng with easy view of feedback or instant updates which they can followup or improve on.
INNOVATIVE SENHENG APP
As part of its digital transformation roadmap, Senheng introduced the Senheng app, which is aimed at directly interacting with customers using digital capabilities. The app offers dynamic features to enhance customers shopping experiences. Todate, more than 800,000 customers have downloaded the app on their mobile devices. Senheng app comprises seven main modules namely, Warranty & Services, Customer Service, Communication, Membership, Rewards, Marketing and Online Shop.
In addition to that, Senheng has implemented electronic receipts for the convenience of customers as well as to reduce paper costs. Customers can now retrieve e-receipts from the Senheng app.
The company also launched the e-redemption feature which enables customers to make online redemption. Customers can also choose the most convenient location from which to pick up the goods.
The PlusOne loyalty programme offers customers attractive perks. Customers can easily sign-up as a member by completing an e-form.
SENHENG’S DIGITALISATION
Senheng embarked on its digital journey and transformation efforts, aimed at increasing productivity, and introducing business process re-engineering to improve accuracy, effectiveness and efficiency. In line with this, the company embarked on a series of process improvements and simplification, standardisation, computerisation, integration and automation.
SENHENG GOES AGILE WITH SEAMLESS
Under its digitalisation roadmap, Senheng digitalised all its business processes to optimise business results and increase its market share, while reaching out to customers in a seamless approach. In 2018, Senheng further enhanced its digital transformation efforts by introducing Seamless 2.0, which encompasses integration of in-store shopping to deliver superior customer experience. Seamless 2.0 is a cross-channel business model that promises customers accurate and reliable information, more convenience, as well as added value through extensive and comprehensive services and product offering.
Now it is a journey across multiple channels which include website, marketplaces, mobile, in-store and via the telephone. With expectations of shopping anyway, anytime, using digital platforms and modes, Senheng is committed to creating an integrated customer experience across all its channels.
Big data analytics were used to connect Senheng with its target market with pre-, during and postpurchase. Having mobilised its digital aspirations, Senheng centralised its 104 retail stores to deliver appealing O2O shopping experiences.
ADAPTING TO NEW MARKET NORMS
As the market evolves and new norms come into play, Senheng is well-equipped to continue harnessing opportunities in the market. Despite its extensive digital transformation roadmap, the company continues to pursue improvements and enhancements.
Reflecting on Senheng’s digital journey, K. H. Lim expresses, “I believe in order to build a brand with longevity, the customers must always think of you when they think about a specific category.”
On his thoughts about the dynamics of business in today’s competitive environment, Lim adds, “Retail operators, including Senheng, must continue to strengthen their deliverables in order to stay in the game.”
Senheng’s goal is to constantly innovate on both the online platforms and offline retail stores, to create a strong and sustainable business model to serve the community. With its track record of improved business performance, results and profitability with the adoption of the NRS, Senheng hopes to share these innovative and turnkey solutions with other retailers. Senheng invites retailers to stay tuned for more innovative solutions from the company.
