Page 54 - IBT October 2020

supply chain is also an essential part The Digital Dynamics imagination. Digital marketing will
of the overall success. Apex Footwear enable companies to monitor and
Limited has successfully specialised One of the most crucial aspects of evaluate their campaigns which
its online platform by offering e-commerce is digital marketing; it is facilitate efficient allocation of
exclusive collections, bundle offers essential to the company's success in resources. It allows the company to
and special discounts. They have aced the digital platform. Strong digital adapt and drive better results.
consumer engagement through our marketing strategy has been pivotal Companies no longer need to worry
digital platform. Apex is pursuing for Apex Footwear Limited in about obtaining feedback from the
creating an experience around achieving market supremacy. It has customers; they can easily track a
convenience by bringing the store to allowed the company to concentrate campaign's ROI and other indicators
the consumer doorstep. on its target audience and design to see if it is driving valuable results
campaigns that capture their for the business. Apex has utilised
digital marketing to enhance
customer engagement which has led
to higher revenues. In the
post-pandemic world, they have
been able to design campaigns
which had remarkable effects on
their online sales figures. For
example, the Eid Ul Fitr online sale
was an online flash sale which saw
massive participation. It was
followed by "Apex Founder's Day"
which is designed to celebrate the
birthday of Syed Manzur Elahi –
Chairman Apex group via offering a
flat 26% discount on apex products
has been successful in creating a lot
of buzz.

Shifting Consumer Secret to Success Leading by Innovation
Apex Footwear Limited continually
Preference Although the pandemic has innovates itself to ensure that it
At the height of the pandemic, accelerated mass adaptation of leads the Bangladeshi footwear
e-commerce among Bangladeshi
Bangladeshi footwear industry consumers, Apex Footwear Limited industry. Currently, the company is
experienced a historical slump in had to overcome some specific focusing on e-marketing and
sales that pushed it near the edge of challenges. Shoe shopping has marketing automation. Learning
collapse. Due to the countrywide always been a physical experience for through consumer engagement and
lockdowns, most outlets were forced Bangladeshi consumers, therefore, social monitoring has become a
to remain shut for the better part of making them accustomed to the priority. Apex is enhancing its online
the last six months. Perhaps the catalogue and ensuring the best use
it has enabled the Bangladeshi missed opportunity to capitalise on virtual experience was a giant leap of social platforms in streamlining
We are entering a new evolutionary e-commerce sector to leapfrog a Eid al-Fitr and Eid al-Adha dealt the forward for the company. Apex was target customers. As an
stage of retail in which more generation. The pandemic has paved most significant blow to the industry able to drive substantial traffic to overwhelming proportion, the
their website through an extensive
economic activity will flow into the way for massive digitalisation of and its stakeholders. Fortunately, as revenue is resourced from the
e-commerce. In the past few months, services, and consumers are leaning the lockdowns are being lifted, catalogue, competitive pricing and a physical stores; Apex has launched
seamless online customer journey.
online shopping has gone from a towards the digital platform to make consumer confidence has been ‘Lead2Store’ to ensure increased
regular habit for a minority of purchasing decisions. It has prompted restored in the domestic market, and The success of the company lies in its footfall in its outlets. As we
quest in replicating the in-store
consumers to a crucial part of the every industry towards a digital it has been showing signs of recovery. experience virtually – from product advance, the company will focus
Bangladeshi economy. While the dimension. Concurrently, the However, according to Apex, selection to order delivery. The critical more on adaptive and responsive
economy recovers and consumer domestic footwear industry is consumer choices have inclined aspect of driving mass adoption to ads to maximize performance. There
confidence is being restored, it has becoming increasingly dominant in towards value for money propositions. digital in this category is offering a will be an expanded collaboration
become evident that the pandemic the digital sphere. The digitalisation The company is witnessing volume seamless experience from product with the major marketplaces for new
has made some tectonic shifts in our of the footwear market in Bangladesh concentrations shift from leather to discovery to purchase. Having a digital opportunities and dynamic
irreversible market dynamics. While is led by Apex Footwear Limited, one synthetic. Categories like flip flops see world-class order fulfilment user interface of apex4u.com to
physical retail continues to suffer and of the leading manufacturers of increasing demand, especially in experience through a fully integrated ensure collections are available
is unlikely to rebound any time soon, quality footwear in Bangladesh. semi-urban and rural areas. according to the target audience.

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