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Enterprise SupportNovember 2016
Arrow Verical was pursuing an aggressive ‘land and expand’ China strategy and required a wide range of diverse Enterprise services from one centralized, in China source. Along with the Arrow and Verical stakeholders, WPIC defined and developed an action plan and timeline, outlining procedures to set up legal, business, technical and marketing aspects necessary for a streamlined and profit generating entity.
Complex digital architecture was developed to ensure maximum security and seamless and automated migration of data. IPSEC VPN, MySQL, Nagios monitoring, Arrow applications, production and translation servers were developed and deployed resulting in a robust China digital infrastructure.
WPIC managed legal proceedings to reclaim web assets, including a domain recovery process, as well as obtaining an ICP license for hosting website within China. Tax payment and receipt pathways were set up and audited to ensure compliance. Convenient payment gateways, such as Alipay, were set up to increase conversion rates. In-China fulfillment was set up, including cross-border legal, freight forwarding, and third party logistic centers (3PLs). 3PLs and freight forwarders were identified, categorized, audited and approved by Verical stakeholder teams.
Customer Resource Centers were audited and new staff trained and a closed-loop tracking system was established to minimize lead loss. Regular cadence was set to determine which SKUs could be fulfilled within China, identify high demand products, and to determine fulfillment speed, conversions rates and ultimately ROI. Lead management pathways were set and audited including creation and validation of a 400 number and performance management systems developed to closely track strengths and weaknesses. Verical teams were trained onsite for using Baidu marketing platforms, by WPIC experts.
For quick wins, a PPC campaign was developed: obtaining business licenses, setting up banking and payment pathways, setting up Baidu account, hosting landing pages within China, collecting and disseminating leads through WPIC’s proprietary CRM system, and analyzing data with Chinalytics, WPIC’s web analytics partner. This allowed Verical to start generating leads and determine product demand and pricing strategies, influencing long-term strategy, as well as capturing revenue for short term ROI.
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