Bata Malaysia steps forward with new eCommerce website

Bata Malaysia has launched an eCommerce website that offers an enhanced digital shopping experience for better customer engagement and increased value for both modern and traditional channels. Offering a hybrid eCommerce model, customers are now given the option to click and collect at a preferred Bata store. Additionally, the eCommerce website offers easy returns for in-store drop-offs. Customers are also allowed to have a size exchange at the stores within 30 days of the purchase date, whereas returns and exchanges for store purchases are within 14 days. The platform is also fully automated with shipping notifications, delivery announcements, and ready-to-collect emails. A+M has reached out to Bata for additional information regarding the eCommerce website. 

Since the start of the pandemic, Bata has seen changes in customer shopping behaviour. "These new features from Bata's upgraded website will cater perfectly to the customers’ needs," said Vaibhav Manrao, country manager of Bata Malaysia. Offering a brand new seamless shopping experience, Bata aims to continue giving its customers a convenient and safer way to shop. "Malaysia has witnessed a growth of hybrid shoppers especially for footwear and Bata strives to make the customers’ journey easy and enjoyable when they shop for our comfortable and affordable styles," added Manrao. 

Aside from that, Bata would also feature an "endless aisle", offering search capability and filtered results of real-time stock levels at all retail stores. This feature would enable customers in the store to virtually browse or order products that are either out-of-stock or not sold in-store. Customers are then able to opt for next-day delivery or pick it up at a preferred store. With this technology, sales advisors are equipped with better visibility for customers' inquires. Thus, improving the in-store experience. This feature is set to launch on December 2021. 

Meanwhile, in September  Bata Malaysia's head of marketing, Diana Wong, left her role after more than four years with the company to join adidas. Wong first joined Bata Malaysia 2017 and was responsible for marketing initiatives and trendjacking such as Neelofa's wallet-friendly slippers and Mahathir Mohamad's Bata slippers. 

Wong told A+M that her first order of business when she joined Bata was to pivot the brand to digital. "I was one of the leaders who pioneered Bata Malaysia's digital transformation. Previously, the brand has been traditional in its marketing approach, mainly using traditional media and below-the-line activations," she said.

Now in adidas, Wong oversees a team of 12 and actively supports the brand to become the leading sports brand in Malaysia. She also has a shared responsibility for the local brand's P&L, the development of the brand in terms of net promoter scores and net sales, as well as creating a function that thinks end-to-end and is the lead link between adidas and consumers. "My vision for the role is to win in every category of the segments that adidas serves by continuing to expand market share with exciting go-to-market strategies," she explained.

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