Bata Malaysia recognised at the Malaysia International Business Awards

One of the leading footwear retailers in Malaysia makes a big step forward to cater to new customer shopping behaviour.

Bata Malaysia is expecting a shift in customer shopping habits over the next few years, with online purchases being the dominant trend.

Aiming to provide a new seamless customer journey experience, Bata Malaysia pushed for an integrated full-fledged omnichannel experience.

Launched in 2021 with an RM5 million investment to scale the business following a strong demand from both online and offline.

The footwear retailer aims to provide the customer an experience of purchasing From Anywhere to Anywhere (FA2A). The FA2A initiatives encompass three prime use cases: Endless Aisle, Click and Collect, and Ship from Store to improve the customers' e-commerce and retail shopping experience and maximise sales for Bata.

For this, Bata Malaysia took home the Malaysia International Business Award trophy in the Footwear Retail category.

The Malaysia International Business Awards 2022, presented by Singapore Business Review, is now in its fourth year of giving recognition to the most outstanding initiatives of international firms in Malaysia. The program recognises the biggest companies in Malaysia for their hard work and dedication that significantly enhances the company's business.

Bata Malaysia launched the new e-commerce website www.bata.com.my in October 2021. The website offers an enhanced digital shopping experience for better customer engagement and increased value for both modern and traditional channels.

With Bata Malaysia's new e-commerce platform, customers can now use the Click and Collect option, a hybrid e-commerce model where their purchases can be delivered through home delivery or through a self-pickup at their preferred Bata store.  Additionally, it offers easy returns for an in-store drop-off and allows size exchange at the stores within 30 days of the purchase. 

The platform is fully automated with shipping notifications, delivery announcements, and read-to-collect emails.

Bata also has "endless aisle" through an In-Store Selling (ISS) solution launched in March. ISS offers search capability and filtered results of real-time stock levels at all retail stores. 

ISS also enables customers in the store to virtually browse or order a wide range of products that are either out-of-stock or not sold in-store and have them shipped to the store of their choice or their home the very next day.

This innovation equips sales advisors with better visibility to deal with customer enquiries and improves the in-store experience.

"As a result of the new system implementation, we have also observed more than three-time YoY sales growth," Nicole Goh, Business Development (Fashion) of Shopee Malaysia, said.

Moreover, with the combination of a new e-commerce platform, warehouse management system and order management system, customers may now browse from their own devices or through ISS solution any product available across the Bata stores and warehouse with the initiative called Ship from Store (SFS).

The new operating model also allows efficiency in packing, better fulfilment, and faster response time as FA2A enhances the efficiency of warehouse personnel with their operations.