OVERVIEW
Moghul Sweets is the first and oldest North Indian Sweet Shop in Singapore that operates under The Moghul Group of companies. They specialise in making “mithai” by celebrating the diversity of India through their traditional sweets.
MY ROLE
Marketing & Sales Director
The Challenge
The Moghul Sweets team engaged me for digital transformation. They wanted to move their operations online and create an e-commerce website to be able to accept pre-orders, especially due to the COVID-19 pandemic for one of their busiest season of the year - Diwali 2020.
My Contribution
I led the Sales & Marketing team by building and designing a fully functional
e-commerce website for Moghul Sweets. Aside from that, I also designed Facebook Ad Campaigns for lead generation to convert leads into customers and streamlined the entire back end-operations in to fulfil orders to over 500 customers during the week of Diwali.
Social Media Marketing
Having a strong online presence is vital when it comes to outbound marketing because it reinforces your brand as well as what you offer to your target market. Quality content will attract new customers to your site. As such, I created an Instagram Account for Moghul Sweets and increased engagement and its follower count by over 2 folds in just under a month. I also ran Facebook Ads and managed to obtain a great Return on Investment (ROI). This helped tremendously with bringing in new audiences to increase awareness and even better conversion rates for purchases.
Logistics & Order Fulfilment
The fulfilment of orders can be a rather meticulous and complex task. As orders were coming in each day, I had to set up seamless integrations using automation tools such as Integromat and Airtable on the back-end in order to have a bird’s eye view of how many orders we were expected to deliver on each day. From there, orders had to also be packed according to their specific SKUs as well as neatly organised before we had to hand it over to our third party courier service to fulfil the deliveries.
Takeaways
It was definitely my first time running such a large-scale operation and this process taught me a great deal about the importance of quality control and assurance. With such high market competition, quality has indeed become the market differentiation for most products and services. This is also to ensure that our customers are content and have received exactly what they have paid for. Aside from that, customer relationship management also plays a key part in sales as well as retaining customers.
Lastly, having a contingency plan is vital for any kind of project you may be running. Things may not always go according to plan and in these situations, we can easily let our guard down and panic. Always have a plan B to rely on.
I am currently in the midst of working on some new surprises for the Moghul Sweets store this Diwali.
Moghul Sweets looks forward to serving you for Diwali 2021.