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RAPAPORT... Chow Sang Sang selected hybris software, an SAP company, to create an ecommerce experience that expands the retailer's omnichannel strategy and reaches tech-savvy customers in new ways. Chow Sang Sang's existing "eShop" platform will be revamped with the support of the hybris B2C Commerce Suite solution that offers a complete, global omni-commerce experience, according to the retailer.
The new eShop will also serve as a strategic foundation to transform the company, enhance customer loyalty initiatives and improve inventory management.
"Technology and connectedness have changed the way customers browse, shop, purchase and pay for goods," said Winston Chow, the deputy general manager for Chow Sang Sang. "Innovation and customer engagement is also important to drive positive word of mouth and nurture younger generation customers. As the first jewelry company listed on the Hong Kong Stock Exchange, we have a history and tradition that goes back eight decades and are now combining the refinement of our traditional craftsmanship with the power of today's technologies to better serve our customers -- eShop is a key part of our 80th anniversary campaign."
In-store technology that is tied to eShop includes a "Charme Touch" and "Magic Mirror," which empower shoppers to design, try and share jewelry from the brand online. In addition, online services enable shoppers to reserve items to view in a store prior to making a purchase, order online and pick up in the store and/or have jewelry delivered to a designated address. The hybris software solution also provides customer insights, delivers a seamless online-to-offline (O2O) shopping experience, creates a personalized multichannel customer experience and generates customer loyalty programs. Burghardt Groeber, the vice president of hybris for China, said, "Today's customers are digitally empowered and in control. They expect to be able to interact, conduct research, purchase and receive services seamlessly from multiple channels including web, mobile, in-store or even on the phone with a sales person. We are thrilled to partner with one of the most reputable jewelry brands, Chow Sang Sang, here in Hong Kong to help them meet customers' expectations, deliver the best customer experience, support their business strategy and be part of their 80th anniversary business transformation."
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