REFINED aims to be an e-commerce-centric FMCG brand from the start. Working with developers from Vietnam, we developed and kick-started the Shopify e-commerce website in Malaysia and Singapore at launch, with the plan of replicating the system to other countries in future.

On top of one-time-purchase, we added a subscription function to promote repeat orders & brand loyalty. While being a convenient function for our customers, it also helped increase recurring sales for the company.

Apart from the normal e-newsletter, we have integrated robust email automation, eg: welcome flow, abandoned cart flow, and product review flow. We managed to achieve a cart retrieval rate of 18% in Aug 2020.

Each product comes with a short cover video. The visitor will be greeted with the product video (streaming optimized) upon landing on the product page. This turned the page to be proactive pitching rather than passively waiting for the visitor to browse through and read the info.