Office-Expert.kz is an online store for office supplies.

User Friendly design

Task: Full redesign of an e-commerce website with additional features and responsive version. UX/UI Design, Responsive design and layout Smart search Enhanced personal account Loyalty program

office-expert.kz

About

Since 2012, the company has been providing customers nationwide with the necessary goods and services for the functioning of offices of any level.

During the launch phase, our team adjusted to the customer's working schedule according to Kazakhstan time, taking into account the time difference. This enabled us to find solutions accurately and promptly, and to carry out tasks within the set timeframes.

Research

Over the past two years, the company has achieved a double increase in sales primarily due to the increasing interest in online purchases and working closely with potential customers.

There are multiple players in the office and stationery supplies market, ranging from national to regional, with or without physical stores. A large and active customer base in this market is the asset that allows smaller players to compete with larger ones or makes the business attractive for sale or merger with global companies upon entering the market. Therefore, in the short-term perspective, the company prioritized expanding the reach of their target customer base, while in the medium-term, they focus on preserving the average purchase amount or purchase depth.

Analysis of the situation

When new products or services arrive on the market, different consumers respond at different speeds based on their lifestyle, age, access to information, and other factors.

Some people strive to be the first to use a new product or service, while others wait to see what "early adopters" have to say before making a decision. This behavior is typical of both B2C and B2B markets, where the same people make decisions and follow their own behavior patterns. In the case of online shopping, there has been a rapid breakthrough in both penetration and usage frequency over the past five years.

Industry analysis

An analysis of the industry and related services (such as water procurement for offices and courier services) showed that the customer base of online services (including Office Expert) is comprised of innovators and partially early adopters.

Further growth of the client base through other groups is possible by removing barriers and fears towards making the first purchase, as there are significant risks involved ranging from improper use of the online store to quality of the supplied products and open fraud. This hypothesis was confirmed during a study among buyers of office supplies in various (large to small) companies. Additionally, we have discovered that the culture of office supply procurement is still developing, with only a small portion of companies having established their policies and regulations (excluding tenders) and the concept of a "unified purchasing center" in the stage of formation.

Solutions

According to Office Expert's research, it was somewhere in the middle.

I know, so I buy. We observe that owners of new, innovative services have a huge belief in their product, which serves as fuel for internal development, but can sometimes restrict activities with target customers. They rely on the idea that a "good product will sell itself."

It's clear that the company needed more communication activities to increase their customer base, which would be the starting point to building relationships with new clients. At the same time, we noticed low activity among competitors (all the leaders were established historically), which increased the effectiveness of communications against the overall silence.

Understand who is making the purchase.

It is not a secret that in most cases, office supplies are purchased by female employees.

For them, loyalty is about trust and devotion. To build it, you need to: - Establish a relationship with them and create personal connections. - Offer special deals and discounts. - Communicate with them, propose solutions, and increase their significance and value. That's why it's crucial to focus not only on satisfying a customer's needs at work, as an employee of the company, but also outside of the office where much of their life takes place as a mother, spouse, friend, and daughter.

Detailed analysis of DMU

It is evident that office supplies are currently being purchased in some way and there is no obvious shortage. However, there are some inconveniences associated with the temporary absence of certain items.

After a detailed analysis of DMU and all its responsibilities, we have come to the conclusion that, in addition to routine work, they have urgent tasks that typically do not allow for timely orders. Moreover, many employees are inherently lazy, so the Office Expert should do some of the work for them. Therefore, the system should not only work for quick order processing, but also plan it by itself and serve as an assistant for the buyer, which also positively affects the depth of purchase and reduces the likelihood of turning to another supplier.

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Together with the client, a plan of activities and actions was formed, which embodies the key message or position of the company: "Office Expert makes everything complicated simple, and slow things fast".

Novadays Results

Together with the client, a plan of actions and measures was developed, which embodied the company's key message or position: "Office Expert makes everything complex simple and everything slow fast".

Geography:

Work has started in 14 regions where free delivery of goods is provided. Regional development has great potential due to the lack of major players in those areas.

+14 regions Kazakhstan

Income:

In general, the company's revenue increased by more than 50% compared to the previous year.

more than 50%

Service and call center:

Continuous training and integration of employees into customer processes have had a positive impact on the stability of the customer base

Currently serving around 12,000 offices, with an annual growth rate of over 20%

Customer retention rate:

Thanks to the introduction of a system that allows operators to suggest positions that may be of interest to customers, as well as to build friendly relationships without formality, the customer retention rate has reached 94%.

94%

Service and call center:

Order Quality: The overall number of orders from customers increased by 45-47% during the period, while the average order value remained almost constant. This result was achieved by building relationships and increasing the frequency of orders.

45-47%

Methodology :

Methodology is the systematic, theoretical analysis of the methods applied to a field of study. It is composed of principles, procedures, and concepts that guide scientific research, and ensure that research is consistent, reliable, and repeatable. They are essential to ensure that research is grounded in evidence and can be replicated by others in the field. In business, methodology is often used in project management to ensure that projects are completed efficiently and effectively, while minimizing risk and maximizing return on investment.

- Strategic sessions with the client's management team
- Telephone survey of active and inactive customers of the company
- the total number of respondents was 197
- Telephone survey of website visitors who did not make a purchase (50)
- In-depth interviews with current buyers
- Mystery shopping
- Desk research
- Analysis of company data and other publicly available information on industry development.

Big Data

The data processing system is configured to offer products to the customer based on their interests.

The system constantly self-learns and improves through customer purchase history, their interests, and all store data in general. Thus, the longer the website operates, the better and higher quality it becomes.

Integration with 1C

Integration is the one of the most important stages in the online service automation process.

To ensure that the product catalog and its description are always fully completed requires a significant investment of time and resources. However, the solutions implemented by our team have streamlined the process for the customer, reducing their workload. Regular price and inventory updates occur on a schedule, and all reference materials from 1C are synchronized with the website.

There is also a two-way exchange for reference materials and objects, and backward unloading of order statuses as well as any alterations to composition or prices, among other features.

Intelligent filter and search algorithm.

Thanks to the integration, the buyer has access to complete and up-to-date information about products and additional bonuses.

The catalog itself has a range of functions, providing a complete overview of the product range, the ability to filter by multiple criteria (from product name to identification number), recommendations based on different viewpoints, and much more.

Personal account

To simplify the checkout process, there is an option to attach a power of attorney. If one person chooses the items but another person needs to make the payment, simply share the items from your cart.

On the website, you can register as both a legal and physical entity at the same time. This enables you to order supplies for yourself and collaborate with any company regarding the provision of their office supplies. All of this allows companies to save time, which can be used to build new business processes.

Mobile version of the website

Having a mobile version is a necessary step in the development of any business to enable its scalability.

The appearance of an online store plays a significant role in its ease of use. With this in mind, we have completely updated the website design to make it accessible from any device for simplicity and convenience.