TWG Tea makes massive online store push with 20 new launches

Local tea brand TWG Tea is launching over 20 new official online stores on third-party marketplaces starting in August 2020. According to a press release, the tea brand looks to open these official stores in new and emerging markets across APAC, North America and Europe on platforms such as ZALORA, Amazon and Lazada, before the end of the year.

TWG Tea's new online stores look to reach a wider group of tea drinkers in emerging markets and beyond capital cities, and bridge the gap with customers caused by social distancing, the company said. The stores will also see interactive editorial and video content on the third-party marketplaces. TWG Tea has already launched official stores on marketplaces such as Amazon UK, Lazada Vietnam, BliBli Indonesia, Lazada Indonesia and Tmall China. It currently has nine official online flagship stores.

Additionally, TWG Tea will be focusing on launching more new products exclusively online. Tea selections such as its Autumn Haute Couture Tea blends, New World Tea and Destiny Tea will be made available exclusively on the new TWG mobile app and on TWGTea.com. In a statement to Marketing, Maranda Barnes, director of corporate communications and business development and co-founder of TWG Tea, said it will be promoting its new stores and online-only tea collection using a combination of traditional PR and new media. It will also be tapping on optimised keywords, targeted brand and product ads, its global customer database, and its offline locations in each market, since its in-store customers are more likely to come back to purchase its products online. According to TWG Tea, its digital sales are currently emerging as a strong pillar of the TWG Tea business, with a 180% increase last year. 

When asked if TWG Tea will be shifting its focus to its online stores moving forward, Barnes said as an experiential brand, its brick-and-mortar tea salons and boutiques will always be an integral part of its DNA, but eCommerce will probably play a bigger role moving forward to reach out to customers on a wider scale.

"Not only are we putting resources behind these digital expansion efforts, but we also have developed an experienced in-house team with the expertise to expand these platforms in line with our positioning as an global luxury brand. Investing in and cultivating our people is the most impactful way to ensure that our brand continues to grow," Barnes added.

The planned launch of its online stores is part of TWG Tea's strategy to create an omnichannel digital experience for tea lovers. As part of the strategy, TWG Tea has also launched a new mCommerce app last week. With the app, TWG Tea's brand promotions, offers, and its MyTWG membership programme, can be accessed across all brand interfaces. The app comes as the brand aims to create a smooth customer experience and deliver a convenient shopping platform for customers whether they choose to buy in-store in Singapore, globally online or using the TWG mobile app. 

Barnes said with this digital expansion, the brand looks to reach out to consumers through online platforms in each of its markets so its consumers can "consistently precure their favourite TWG teas". Barnes added that instead of concentrating on expansion through brick-and-mortar locations, these new digital shopfronts are now quickly becoming an integral part of TWG Tea's global expansion strategy, and are allowing it to provide an integrated luxury e-retail experience to customers around the world.

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