Ethan Shaw, VP of Operations of HH Galaxy
The HH Galaxy team agrees that interpreting historical sales data is the key to future e-commerce development. As an e-commerce agency, HH Galaxy partners with 30+ e-commerce platforms and serves 100+ brands. “Everyone believes in data. Insights await discovery. We invested lots of resources in cross-departmental integration, seeking insights hidden in data. We want to apply these findings to our service to better serve our clients and drive their sales,” said Ethan Shaw, Director of Platform & Digital Media of HH Galaxy.
HH Galaxy established its management department with two primary goals: service process optimization and insight discovery through historical sales data. Since 2020, HH Galaxy has developed the Real-time Inventory Synchronization System, Sales Database, and Shopee Smart Segment Broadcasting System. Such integration provides clients with real-time data, proactively reminds them to track KPIs, and helps find effective sales and marketing strategies.
Real-time Inventory Synchronization System: a Hidden Strong Card for Brands
In the e-commerce battlefield, inventory deployment between different platforms determines the success of a business. Brands want to avoid a situation where there are no items available on platform A, yet still many items in stock on platform B. It might be more advantageous for brands if the inventory could automatically move from platform B to platform A.
HH Galaxy’s Real-time Inventory Synchronization System was born to resolve such concerns. The system now supports all major online shopping platforms, such as Momo, Yahoo, Shopee, 91app, etc. This system automatically redistributes the actual inventory quantity from the warehouse to each e-commerce platform.
Automation significantly reduces human errors. In the case of national holidays or long weekends, the system can prevent lost sales due to untimely adjustments of human labor. “The system automatically reallocates to keep items in stock on hot-selling platforms. It also suggests clients do a marketing campaign if an item’s days sales in inventory (DSI) are high,” said a Project Manager of HH Galaxy.
New Tool Pairs with New Mindset: Unlocking Brands’ E-commerce Potential
In addition to inventory status, HH Galaxy provides its clients with instant access to the most crucial information–sales performance. With years of experience in performance-based advertising analysis, HH Galaxy teams up with three major e-commerce platforms to create one-stop visualization reports for clients.
Each client will have their own Dashboard, which integrates search ads data from Google, Facebook, and Shopee, as well as sales data from Momo, PChome, and the brand’s official site. The Dashboard shows indicators such as sales revenues, average order value (AOV), and conversion rates, enabling clients to compare the real-time performance on each platform and grasp the key to growth.
The overview of daily order and sales data is helpful, however, such historical data is now set in stone, unamenable to adaptation. HH Galaxy goes above and beyond. The team aims to analyze order purchase data to accurately predict future customer behavior, providing their brand clients with targeted marketing to create greater value.
For example, order analysis may bring out these insights: a sales representative would suggest selling product bundles when they find many customers tend to purchase lipstick and eye&lip makeup remover together. When they find eyeshadows and lipsticks in rosy colors are popular among customers, they can target specific customers in future product launches.
Another example might be when a customer buys diapers, clients can quickly target the customer with related products such as baby bottles and pacifiers. For those repeat purchase products such as 30-count diapers, we can offer next-order discount codes or coupons, or remind customers to replenish larger-size diapers as their babies grow.
With order data at hand, we can leverage such insights. “CRM is an old story, yet few truly apply CRM to drive sales. The silos between the team doing the e-commerce business and the team developing the analysis tools were the problem. In addition to finding partnerships, we address our own business needs by effectively integrating CRM tools, ”said the HH Galaxy team. At present, HH Galaxy is working hand in hand with increasingly more clients, together, they analyze and interpret the data and explore promising business opportunities.
Shopee Smart Segment Broadcasting System
A customer’s purchase history hides future business opportunities. The “chat” feature on Shopee is an excellent marketing channel. After analyzing order data gathered from Shopee, the HH Galaxy team segments customers and conducts personalized marketing via chat.
For example, a pet food brand launched a new product for dogs with specific diseases. When a customer makes an order, the brand will proactively share vet-provided pet care information via chat. “We provide not just the product information but a comprehensive nutrition plan for pet owners to better take care of their dogs.” Previously, brands were also willing to share such information with pet owners. However, traditional untargeted broadcasting was ineffective and disturbing. With the targeted segment broadcasting system powered by HH Galaxy, brands are seeing positive customer feedback.
In essence, they sent the right message to the right person at the right time. Next, HH Galaxy will continue exploring the use and interpretation of data. “We can not only use information such as order amount and frequency but also pair with a brand’s domain knowledge. Or we can propose corresponding campaigns for low contributors to boost their spending. Ultimately, we will combine brand knowledge with e-commerce tools, helping our clients deliver better results.”
The HH Galaxy team completed the integration and launch of the sales database within just eight months. They also carried out the integration of the Shopee CRM system in about a month. Their next step is to help clients organize and analyze data on their brand-selling site. “In our initial testing at Shopee official shops, the return on ad spend (ROAS) was 15-17. We look forward to partnering with brands to unlock more secrets behind the data.”
