Online retail channel creation
Etaily built Landmark’s Lazada and Shopee online storefronts, covering the store design, user experience, artwork, and copy. Etaily also strategically segmented Landmark’s products into categories such as “Furniture & Organization” and “Bedding & Bath” so that customers can easily navigate the department store’s online marketplaces. Categories such as “New Arrivals” and “50% Off” mirrored how physical Landmark department stores displayed new and discounted items for customers to easily find.
After creating its online retail channels, Landmark’s next moves are to build its own e-commerce website and implement a strong omni-channel experience where customers can order online and pick up their items from the brand’s physical retail stores.
Content creation and management
Coming from an offline retail setup where customers can simply look and touch the product first-hand, Etaily aimed to recreate an in-depth experience with beautiful products photos and clear product descriptions. Etaily featured products in various angles and colors to provide customers with the options that are available online. Etaily also improved Landmark’s product descriptions by displaying full product details that may be important for customers when making a purchase decision while remaining clear and concise.
Channel and online store management
Etaily’s team of experts managed the daily operations of Landmark’s Lazada and Shopee storefronts. This involved updating inventory and product details, changing banners for new campaigns and sales, and liaising with marketplace account managers. Through proper channel reporting, Etaily was able to identify consumer behaviors on each individual channel and pinpoint products that sell for better online merchandising.
Partnerships and campaign management
Etaily coordinated with Lazada and Shopee account managers to ensure Landmark is always updated with new marketplace policies and sitewide campaigns. Etaily also managed new initiatives hosted by the e-commerce platforms such as the Buy Now, Pay Later feature with Lazada. Etaily planned and coordinated Landmark’s promotions for major sales events such as Shopee’s 5.5 Brands Festival, as well as introduced new online sales tactics such as free shipping, vouchers, and rebates to increase conversions on Lazada and Shopee.
Inventory management and SKU naming
Coming from an inventory management system of an offline retailer, Etaily needed to create an SKU naming convention for Landmark to suit e-commerce standards. For each SKU, Etaily set different names for each item’s size, colors, and variety for seamless tagging of online and inventory management. Etaily also helped Landmark’s suppliers migrate to the new naming system.
Unlike the physical Landmark department stores, Landmark’s Lazada and Shopee storefronts do not get natural foot traffic without effective marketing and advertising. Thus, Etaily created traffic through performance marketing on Facebook and Google. Through interest targeting, Etaily also retargeted customers who have visited Landmark’s online stores, as well as served the right creative and messaging to increase conversions.
Etaily built Landmark’s social media presence on Facebook and Instagram, covering content creation, social media analytics, and customer inquiries on these platforms. Etaily also used social media to strengthen Landmark’s brand presence online and drive traffic to its Lazada and Shopee storefronts through deals and e-commerce events. Using Facebook Messenger, Etaily helped Landmark directly respond to customer inquiries about mall hours and specific products.
Customer service management
Online customers have a lot of questions when buying things online. They seek more information about the size, material, and features of their product of choice because they cannot feel the product in their hands unlike at a physical store. Etaily’s team of experts handled all of Landmark’s customer service inquiries—such as those coursed through direct messages, comments, and more—and made sure to meet marketplace service-level agreements.
Etaily used its warehouse to store Landmark’s e-commerce inventory for seamless delivery once the orders are made. Once an order is confirmed, the Etaily team quickly browses through the inventory and packs orders to ensure proper packaging depending on the items. For example, if a customer orders perishable drinking glasses, Etaily ensures that breakable items are packed with the right safety precautions so they will be kept safe in transit.
