By HARIZAH KAMEL / TMR
DUNKIN’ Donuts Malaysia took a turn for the better after joining the e-commerce turf.
The popular coffee and baked goods chain recently expanded its market with the online shopping platform, Shopee, to give consumers the ideal online to offline experience with the brand.
Dunkin’ Donuts group GM Jesrina Liew said the company’s e-commerce journey started in September last year when they first launched the online store.
“We then engaged with online food and beverage (F&B) technology start-ups such as Foodpanda and GrabFood to enhance our customers’ experience.
“We are seeing some traction in e-commerce with delivery sales contributing close to 10% of the overall sales for outlets that offer delivery,” she said.
Liew said consumers’ media consumption has changed to that of mobile first and their inclination are towards the extensive catalogue that is readily available online.
But when it comes to F&B, many consumers still prefer to shop and browse in a physical store. Merging the two channels into a single business plan is significant.
With Shopee continually developing creative marketing tactics such as the 7.7 Orange Madness and 9.9 Super Shopping Day campaigns, Liew agrees that it can offer additional advantages to conventional physical retailers, as well as gaining more visibility through the partnership.
Shopee regional MD Ian Ho said they are ever ready to assist Dunkin’ Donuts such as providing them with marketing solutions or co-organising campaigns to further reach its touch points across the country effectively.
Ho said Dunkin’ Donuts’ growth on Shopee is attributed to several factors, from the convenience of the redemption process to the online exclusive deals and discounts that provide for a great bargain.
“More importantly, the donut chain has the readiness in technology and resources to tap and market their products and brand to consumers they previously did not have access to,” he said.
The list of assets for Dunkin’ Donuts to leverage on are homepage banners, push notifications, EDM (electronic direct mail) blasts and in-app features to boost engagement for a more satis- fying online shopping experience.
Since its official launch on Shopee on June 26, 2019, Dunkin’ Donuts has seen an exceptionally positive response from Malaysians.
It has sold over 5,000 donuts online during the 7.7 Orange Madness campaign. On top of that, the chocolate and coffee beverage deals were a favourite.
Dunkin’ Donuts has taken a huge step by broadening its portfolio online, a move that Shopee lauded as it is not an easy feat.