From Electronic Gift Coupons to Green E-commerce - FE SOGO Department Stores Create Digital Journey for Customers

        Last month, the FE SOGO Department Store held its anniversary celebration. Looking back at the opening of SOGO on November 11th 36 years ago, it was Taiwan's first international joint venture department store, introduced a complete set of Japanese management systems and exquisite services, and became the largest shopping mall in Southeast Asia at that time. It was also Taiwan's first full floor department store to provide one-stop shopping, the first to introduce elevator ladies, and the first to hold a large-scale Japanese product exhibition and sales event The first department store to launch its anniversary celebration... Many innovative initiatives have written a new chapter in Taiwan's retail industry. SOGO has witnessed the history of consumer development in Taiwan, continuously setting revenue records for Taiwanese department stores, while also continuously responding to trend changes and providing innovative and optimized customer consumption experiences.

                2013-2016: Basic period for building digital services

        As early as the second half of 2013, SOGO launched the SOGO App, providing comprehensive integrated services. Information about all stores in Taiwan, online DM, restaurant guides, and the latest event information can be obtained with just one click.

        With the increasing number of users using the SOGO App and the maturity of cloud technology, a new version of the SOGO App was launched in June 2015, integrating the industry's first electronic gift vouchers (SOGO instant vouchers, electronic gift vouchers, and electronic vouchers), successfully boarding the "mobile payment first year" train. This also makes SOGO the first department store in Taiwan to introduce cloud based electronic gift voucher services, enhancing green competitiveness through digitization and creating a pioneer advantage.

        2017-2019: Progress period of integrating digital communication tools

                In 2017, SOGO celebrated its 30th anniversary and the trademark was fully changed to "FE SOGO Department stores". In order to welcome the new era and digital transformation wave, with the goal of "happy fashion of digital integration", we entered the FE SOGO Department stores 4.0 generation. Not only does it provide free wireless internet in the store, but it also continuously utilizes digital communication tools to communicate with self media (SOGO App, LINE @ Lifecircle, Facebook fan group, Instagram, YouTube, electronic billboard) and customers. At the same time, it optimizes customer journeys, expands electronic payments, initiates intelligent parking, and opens up online shopping channels. By using Big Data and cross analysis with operational experience values, it formulates operational strategies.

        2020~2022: Acceleration period for optimizing digital experience

        With the advantage that in store consumption is tied to happy buying cards, FE SOGO Department stores have accumulated complete customer consumption data over the years. Through CRM data analysis, they have a clear grasp of customers' consumption journey, and successfully mobilize target customers to come to the store for consumption in the event schedule. However, the sudden outbreak of the epidemic in 2020 caused major customer groups such as regular customers and VIPs to stay indoors, urging the speed and strength of the digital transformation of the operation team. On the one hand, it reviewed customer consumption behavior patterns, and on the other hand, it reviewed existing sales channels and self media, in order to develop OMO's response strategy as soon as possible.

        1. Internally optimize digital governance

        Faced with the impact of the epidemic, significant changes in shopping habits and consumption patterns in the consumer market, FE SOGO Department stores view crises as digital business opportunities and "optimize digital governance" internally. Through digital transformation, they formulate future governance policies and market strategies, establish customer data platforms (CDP) and supplier intelligence platforms, promote precision marketing, and include information security as a mandatory course for all employees to strengthen information security and prevent hackers, Obtain the basic information security seal certification for the SOGO App action application.

        2. Deepen digital experience to the outside world

                In order to create a pleasant digital experience environment and optimize customer journeys in the era of "everyone has a mobile device", FE SOGO Department stores fully upgraded the app and POS machine in 2020, launching an app that integrates 10 digital services, providing common functions such as issuing/accumulating/deducting/transferring electronic gift vouchers, redeeming store gifts, full reward points, mobile payment, invoice storage vehicles, combined with intelligent parking, product inquiry, and DM.

        For FE SOGO Department stores, digitization not only saves manpower and customers waiting in line to redeem, but also allows the app to calculate eligibility for prizes, invisibly transforming the mindset of marketing activities. Taking 2022 as an example, the number of digital award events on the App has increased by 18.7% annually, with a total of 3340 digital award events held throughout the year. Through Big Data analysis and feedback to the CRM system, the OMO strategy of one after another has been made more precise.

        3. Increase customer stickiness through digital interaction

        FE SOGO Department stores connect sustainable actions with innovative and fun interactions, increase customer loyalty, and create unique green marketing. Starting from 2022, a tree planting game will be launched on the app. By completing virtual check-in every day, players will have the opportunity to take their physical potted plants home and plant them themselves. When sustainability prevails, while companies are busy reducing carbon emissions, operational teams can call on customers to participate in sustainability in simpler and more interesting ways, significantly reducing the transportation carbon emissions and tree maintenance costs generated by initiating physical activities. They also hand over their responsibility for the environment to customers through individual palm shaped saplings.

        Last year, two small tree planting games attracted 18000 participants, and FE SOGO Department stores even planned to purchase plants from social entrepreneurship companies, showcasing their sustainable influence through Buying Power and making participants a part of the sustainable ecosystem. This year's two events combine knowledge of sustainable agriculture, launching digital rice planting and online tea picking, respectively delivering duck rice and tea soap. While paying attention to local ecology and caring for the environment, they also involve social orientation and support for local small farmers. The number of participants tripled and received 76000 responses, indicating that the team has mastered the mind of the number of members of the Livelihood App. The motivation behind the fun and innovative digital interaction comes from over two years ago, when Sophia C.W. Huang Chairman gave instructions to the information and sales promotion department in an internal sustainable high-level meeting, which quickly prompted the relevant departments to take action.

        Starting from 2023: Building the number one green e-commerce brand for department stores

        Since 2018, FE SOGO Department stores have held the largest small-scale agricultural exhibition in Taiwan for five consecutive years. It is a pioneer in Taiwan's sustainable consumption initiative and the last mile for small farmers and social enterprises to enter the department store market. Continuing the mission of sustainable consumption and digital transformation, in 2023, the operation team will launch the only comprehensive online shopping platform in Taiwan with ESG as its brand spirit, "SOGOplus". In addition to extending physical department stores and providing 24-hour shopping services, it will particularly focus on supporting local good products and advocating for sustainable consumption. As an auxiliary strategy for physical department stores, promote the OMO business model of "online shopping, offline pickup", guide online consumers to physical stores, expand experience advantages, and amplify business opportunities. In addition, offline pickup can also reduce carbon emissions from home distribution logistics, balancing the dual advantages of environmental protection and expanding consumption channels, making green e-commerce a good business!

                Make digital innovation a sustainable driving force for enterprises

        FE SOGO Department stores actively fulfill corporate social responsibility while pursuing operational performance, and promote future operational policies through ESG (Environment, Society, Governance) three dimensions, reshaping the company's vision - to become a benchmark retail enterprise that keeps pace with the times, friendly and friendly, and provides a comprehensive fashionable lifestyle experience for the public.

        Digitization is also an important link in promoting sustainability in FE SOGO Department stores. As of the end of 2022, the number of SOGO App members has exceeded 1.16 million, an increase of 28.03% compared to 2021. This allows customers to step into a one-stop green consumption field from the first step into the store, experience an energy-saving environment, experience digital integration services, purchase green goods, participate in sustainability actions, and embark on a green and sustainable five sense experience!

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