Expanding digitally to offer additional customer touch point

Originally published May 2017 | SMB, Digitalisation | 3-min read

Moving online has enabled Kino Biotech to connect to consumers directly beyond its distribution to over 4,500 resellers across Asia. Besides driving faster growth with direct access to its customers, the online data collected has helped Kino Biotech better understand its customers’ preferences and buying behaviour, which is useful when developing new products.

Mr Chong said, “Today, where customers are spoilt for choice, it is important for businesses to understand their customers and engage them effectively. With an in-depth knowledge of our customers’ journeys across every physical, human and digital brand touch-points, we provide a seamless and consistent customer experience through online and offline channels.”

Kino Biotech markets its products on various e-commerce platforms as Mr Chong believes that different platforms appeal to different customers. “We are constantly looking for new avenues to enhance awareness of our brand. The 99%SME eMarketplace provides a new platform to reach out to millions of potential customers, while driving traffic to both our online shop and physical stores,” said Mr Chong. As a 99%SME participant, he is also looking forward to the dedicated online campaigns and SME Week which will help drive more sales for his business.

Encouraging other SMBs to consider e-commerce, Mr Chong advised, “Digital transformation is a journey -- it does not replace one’s existing business model, but enhances it with additional capabilities. You can start with baby steps by leveraging opportunities such as 99%SME eMarketplace.”