Online shopping is the norm nowadays, but shopping for batteries online is probably not something you would consider. Hong Kong’s battery giant, GP Batteries, made a move into e-commerce by launching its online store in July 2012. Within three months of its launch, GP had already broken even. “When we first launched the site, some of our colleagues were skeptical but the sales results speak for itself,” says Trevor Tang, Director of GP Online Business. The average order size from its website is around 1000 HKD and the smallest at least 600 HKD.
Social Media Engagement Generates Traffic for E-Commerce Site
GP adopts an integrated approach that includes social media, SEO and QR codes for driving traffic to its online store. GP initially targets major local forums to engage with consumers on its product offerings. Then, GP invites technology bloggers to review their products. Results from this strategic approach have been phenomenal, since discussions on forums and blog reviews help to increase website traffic by 300%. They have also found out that the top ten sources of traffic for the online store are forums and blogs.
Clearly, social media is the place to go for product news and reviews. To receive feedback from these discussions, GP uses social media monitoring services provided by Meltwater to keep updated. “We are curious to receive direct feedback on our products so we can improve. In the past, we had no idea what they thought of us. We can get global feedback, and be notified daily.”
Using Social Media to Address Key Product Concerns
Through Meltwater’s media intelligence, GP learnt that a battery explosion a couple of months ago still concerns the public. To address this, GP has provided a question and answer session where the public can ask their engineers specific product questions. This means GP can communicate directly with the public and provides a peace of mind to the consumers. Other competitors in the industry cannot provide a similar service since they are only distributors and do not have in-house engineers.
GP also uses QR codes to drive traffic to their website. QR codes are printed on the back of their packaging. When consumers scan the code, they are taken to their website, which has extensive product information. Tang says that they are surprised that QR code scanning is popular not only locally but also among overseas consumers. Achieving success in e-commerce within a short time is never easy. For GP Batteries, investments in social media and QR codes have paid off handsomely. Tang claims a ten-fold return on investment from social media compared with its online advertising.
About GP Batteries
GP Batteries International Limited has been listed on the Mainboard of the Singapore Exchange Securities Trading Limited since 1991. The Group is principally engaged in the development, manufacture and marketing of batteries and battery-related products. GP is the largest consumer battery manufacturer in China. It supplies an extensive range of battery products to original equipment manufacturers.