When GP Batteries thought to go social, it took the practical route with an online store in July 2012, offering check-out limits of at least HK$600 for a variety of products including portable powerbank and rechargeable batteries.
Though batteries are perhaps the last thing on an online shopping list, the site has seen a 330% traffic growth since launch – results that director of GP Online, Trevor Tang (pictured), said “speak for itself”.
“When we first launch the site, some of our colleagues were skeptical, but the sales results speak for itself,” he said, adding that social media has not only seen a 10-fold return of investments compared to its efforts in online advertising, but it’s a tool to learn more about its customers.
“We are curious to learn about direct feedback on our products so we can improve. In the past, we have no idea what they think of us. We can now learn about feedbacks on a global scale, and be notified on a daily basis.”
Half of the site’s success is attributed to the supporting digital pushes such as presence on blogs and forums like hkgolden.com, blog.yahoo and even unconventional ones like blogs.elle and beautylife – which cater to smart phone–savvy women who need on-the-go charging.
Moreover, GP Batteries has invited technology bloggers to review their products. The company has also set up a FAQ section on its website that liaises customers’ questions with answers from its engineers on issues such as battery explosion and product safety.
In direct marketing, QR codes are printed on the back of its products: when customers scan the code, they are diverted to their website, which lists the product information.
Meltwater was responsible for monitoring social media feedback for GP Batteries' website and delivering daily alerts.