City’super is Hong Kong’s mega lifestyle specialty store with a focus on good quality foods, produce and lifestyle needs. Our client had an older ecommerce platform that did not represent the brand fairly and required an overhaul of the platform to meet today’s digital capabilities. City’super also wanted to enhance their digital brand experience and create a content rich site to support its eCommerce business.

Planning & Execution

Our digital strategy was to extend the brand’s passion for food and living from city’super to their customers seamlessly by creating a rich culture of inspiration using City’super’s items that inspire confidence and drive footprint to the store by concise, enriching content. We redesigned their website to optimize the online customer experience, created a mobile version and redesigned the brand’s Superlife shopping interface for quick and easy access. We enhanced further to enable ordering of hampers and gifts with delivery options, recipes to share, product suggestions and ‘add to bag’ feature directly from editorials with the flexibility to support seasonal promotions, sales and special offers.

Effectiveness / Results

Since the launch of the new website in early August 2014, City’super has surpassed their initial objectives in online sales within the first four weeks. In fact, the online revenues earned for seasonal hamper sales surpassed the sales from the same period last year.

As we have just finished phase 1, within a two-year timeframe we will be adding a membership section, social media sharing support as well as interactive elements and video streaming capabilities. Furthermore, we have plans to integrate the new site with their membership loyalty program.

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The Campaign Asia-Pacific Team