A small “mom & pop” store in 1947, Phoon Huat today is a household name for baking ingredients in Singapore with a leading baking supplies store online. Headquartered in Singapore, Phoon Huat manufactures bakery ingredients, tools, and services for the retail and foodservice markets as well as artisan and industrial bakeries. A global network of suppliers ensures the availability of specialized ingredients across Asia Pacific, the Middle East and Africa.
Phoon Huat’s Approach
“Our objective is to integrate digital tools into all areas of business operations, while concurrently improving digital literacy across the company,” says Phoon Huat’s chief financial officer (CFO) as well as chief information officer (CIO) Mr Lee Tjen Chew, 45.
While the firm had first dabbled in the online world in 2018, it only launched a full-fledged e-commerce store under the RedManShop.com brand in 2020. The online store that was built in 2018 was not able to scale so a new eCommerce platform was adopted to enhance customer online shopping experience with:
- Search engine that maximised searchability of products
- Mobile-friendly user interface to allow purchase on the move
- Machine learning capabilities to personalised shopping preference and offers
- Automate email alerts to track delivery status or receive order updates
Since then, its digital transformation efforts have picked up in scale and complexity, ranging from modernising its warehouse to developing mobile apps to empower its sales force, and the automation of routine administrative tasks across the organisation.
To maintain customer trust and satisfaction, Phoon Huat adopted a cloud based customer relationship management system to help its customer service team to engage with its customers as it expanded the business across the Southeast Asia region.
Over the years, the company adopted different silo platforms which resulted in various standard and information flow across the organisation. This affected collaboration and productivity. To address data-hygiene and data-mapping challenges, the company had to adopt an application platform to integrate its backend ERP system with its frontend online store.
End-to-End Solution Approach
Phoon Huat’s challenges with silo systems are eliminated with end-to-end solutions which integrate the front end online store to backend order management and fulfilment systems. Zooloo’s DSM Suite 2.0 is an example for business owners in the Wholesale Trade to conduct their entire business offline or online.
Do you have any queries about how Zooloo’s digitial solutions can help you maximise your online presence as a growth engine for your wholesale business? Contact us now at sales@zooloo.asia.
- Previous blog on How to Create a B2B Buying Persona?
- Read about The Digital Transformation Journey
- Learn more about our “Digital Backbones”
- Learn more from our eBook series on Digital Transformation for Wholesale Trade
Tags: #CRM #MicrosoftDynamics #Dynamics365CRM #digitaltransformation #B2B #digitaladoption #digitalintegration #digitalsolutions #wholesaletradesector #wholesaletrade
