THIRTEEN years since its inception and with 450 stores across Malaysia, MR DIY has identified e-commerce as its next engine of growth.
The leader in providing quality hardware at affordable prices devised an e-commerce agenda to support and drive the performance of its online retail stores. The comprehensive strategy which is to be rolled out in phases expects to yield a 20 times uplift in number of orders generated online as compared to when it first launched its online store some 14 months ago.
“MR DIY has been around for more than a decade now. In the initial years, our intention was obviously to grow the number of physical outlets and attain nationwide reach. Now that has been achieved, it is imperative for us to set out a plan to continue our strong growth trajectory. Having analyzed the changing retail trends and considering how more Malaysians are now shopping online especially for non-consumables and non-perishable products, it is clear to us that we need to have a renewed focus for our online trade channels,” said Andy Chin, Head of Marketing of MR DIY.
As part of MR DIY’s e-commerce strategy, the organisation invested in a new warehouse that is equipped and customised with advanced systems to handle the demanding needs of today’s ecommerce landscape. This 15,000 sqft warehouse which is able to store more than 20,000 products is a major step up from their previous warehouse which was merely 800 sqft in size and could only store about 800 products. As a result, the company is now able to offer a wider assortment of products in their online stores, optimise business operations and meet customers’ constant changing demands.
In addition to the warehouse expansion, MR DIY has also set up an e-commerce department. During the preliminary stages, the MR DIY e-commerce team had eight employees but is now 50-people strong. The team is broken down into specific functions to oversee the various facets of operations including manning its online stores, handling orders, fulfillment and customer service.
While MR DIY has its own webstore, it has turned to e-commerce platforms like Shopee with a large user base of 16 million to further fuel sales. It also leverages on Shopee’s Lower Price Guaranteed (LPG), free shipping programme and key campaign periods to have a competitive edge over other sellers and attract customers to purchase from them. During key campaign periods like the recently concluded Shopee 11.11 Big Sale and currently running Shopee 12.12 Birthday Sale, MR DIY will sweeten deals with in-store vouchers.
Their strategy has proven to be a success so far, recording a 100% growth in terms of average daily orders for online transactions. The best results since the launch of its e-commerce agenda was when the organisation achieved a 2,200% uplift in number of orders on 11.11 as compared to the average day.
“Looking at the increase in transactions taking place online, we are confident that we have made the right decision to place greater emphasis on our e-commerce strategy. We will continue to drive these efforts and at the same time strengthen our partnership with Shopee as we grow together in this digital age and time,” concluded Chin.
In conjunction with Shopee’s 12.12 Birthday Sale, MR DIY is extending these special offers to Shopee customers, with over 145 deals, vouchers of up to RM15, prices from as low as RM1.30 and discounts of up to 41%.
