Ecommerce Strategy and Improvement Possibilities Venturing online in 2018, Zenxin had built a small but strong digital presence, with a fully functional e-commerce website where customers could order fresh produce as well as dry food products. The firm appointed a new team to manage online sales and provide customers with prompt responses. It also implemented a few strategies to boost its ecommerce business. For starters, it tried to create a presence in social media platforms like Facebook and Instagram, and constantly updated feed on social media. It also started publishing a bimonthly newsletter, which was emailed to the subscriber base. The newsletter carried a range of information from events organised in the Organic Park, retail outlets to product promotions, and new tasty recipes from cooking workshops. Customers could subscribe to the newsletter for free. Additionally, the firm also built tie-ups with other online ecommerce websites like Redmart, Amazon, Lazada and Happyfresh to sell its products online. But managing sales through various online platforms had its own set of challenges, and the company had experienced slower than expected growth through this channel. Sengyee explained, Logistics issues of selling online can be difficult. Selling fresh produce online has its own set of challenges. We need to ensure that our supply is fresh when it reaches the end customer because we cannot risk hurting our brand name. Moreover, delivery of fresh produce can be expensive, as consumers mostly order in small batches, and cart size is often small. To counteract the issue of small batch orders, Zenxin had introduced the concept of Organic boxes on its e-commerce platform. Organic boxes were boxes of seasonal fruits and vegetables. Packaging products into gifts or hampers was another strategy Zenxin had focussed on. Users could choose bundled produce boxes with a weekly or monthly delivery from the various available packages (refer Show Transcribed Text C C to Exhibit 3 for Zenxin's Product Bundles). The firm's intention was to tap on this strategy further and bundle organic produce boxes with complementary products (like tea or cooking oil/sauces) and sell the as festive gift hampers. Ecommerce Platform Zenxin's online marketplace used a platform called WooCommerce, which integrated directly with HubSpot a third party customer relationship management (CRM) platform that provided inbound marketing, sales, and customer service. HubSpot had a heat map integration that allowed Zenxin to view a customer's online behaviour on the website and online marketplace. All customer records, regardless of purchase behaviour, were automatically stored in a centralised customer database. However, the online platform contributed to only a small percentage of the firm's total revenue. Sengyee felt that one possible reason for the low online sales could be that the e-commerce platform was separate and segregated from the company website. Despite the lukewarm sales, the e-commerce platform provided Sengyee and his team with several benefits. As it was integrated with HubSpot, the platform provided assorted services in categorising customer data. It allowed the team to divide customers according to demographics. Customers could also be filtered out according to the frequency of interaction, the number of newsletters received, etc. This helped in reaching out to customers with promotions, email advertisements, and newsletters more effectively. It also allowed the tracking of the success rate of marketing efforts. Besides, rules could be implemented to automatically segregate customers into different "buckets", and specific metrics like "if marketing discount coupon sent within past month, categorize into "non-mailing list" could be applied more effectively to run various programs.