- Senheng® ELECTRIC (KL) SDN. BHD. is one of the leading consumer electronics chain stores in the country. Senheng operates over 100 stores spread throughout Malaysia. Senheng has a strong physical and online presence making them one of the most established consumer electronics chain stores in the country.
Solution Overview :
Similar to majority of the retail businesses, data duplication and modification across various sources was leading to challenges in troubleshooting, synchronization, and leveraging of data for Senheng. Additionally, the lack of integration between online and offline operations hampers the implementation of a seamless Online-to-Offline (O2O) business model. In order to address these challenges and drive digital transformation, Senheng has recognised a need to adopt a seamless new retail business model.
- Implemented with the composable enterprise (Akaun/Bigledger), this model has aimed to enhance the overall customer experience and satisfaction, improve operational efficiency and productivity, reduce costs, and facilitate the implementation of innovative ideas.
- By implementing a centralized and integrated system, data duplication and modification issues were eliminated. This streamlined data management, ensuring a single source of truth for all relevant parties involved.
Moreover, the integration of online and offline operations enabled the implementation of a seamless O2O business model to create a cohesive shopping experience for customers, allowing them to seamlessly transition between online and physical stores. This not only enhanced customer satisfaction but also provided opportunities for targeted marketing, personalized promotions, and improved inventory management.
The UCC module implemented on the platform allowed Senheng to take care of outbound digital marketing activities and customer service, in (e.g. Whatsapp) and Social Media. It has automated processes for outbound team and ensures all campaigns are managed in one place, and connected to other applications with data lake as a backbone.
How AWS is crucial for success :
The Composable enterprise platform is hosted on AWS. The success of the project can be attributed to AWS providing a wide range of services and tools that facilitate seamless integration between different systems and applications. This enables the retail business, such as Senheng to easily connect its CRM customer communication software with the data lake and other applications, fostering interoperability and enabling data sharing across the organization. The seamless integration enhances data-driven decision-making and improves operational efficiency.
- AWS provides a highly reliable infrastructure with built-in redundancy and automated backup options. The data stored in the data lake benefits from AWS’s global presence, ensuring high availability and data durability. The retail chain can rely on AWS’s infrastructure to minimize the risk of data loss and ensure continuous access to critical information.
- Amazon EC2 (Elastic Compute Cloud): During peak shopping seasons, a retail business, such as Senheng can scale up their EC2 instances to handle increased website traffic, ensuring smooth browsing and transaction processing without performance bottlenecks.Amazon EC2 offers resizable compute capacity in the cloud. It enables Senheng to deploy virtual servers, providing flexibility and scalability to handle varying workloads and customer demands.
- Amazon DynamoDB: Senheng can utilize DynamoDB to store and manage real-time customer interactions and preferences. This enables personalized marketing campaigns, targeted promotions, and improved customer engagement. Amazon DynamoDB is a fully managed NoSQL database service that offers high-performance, low-latency data storage and retrieval. It scales seamlessly to handle large volumes of data and supports fast read and write operations.
- The combination of the seamless new retail business model, the composable enterprise platform, and the robust capabilities of AWS has empowered Senheng to optimize its operations, deliver exceptional customer experiences, and maintain a strong presence in the highly competitive consumer electronics market.