T2’s omnichannel approach to shopping allows the brand to reach customers wherever they are, whenever they want to shop.
“E-commerce is also a great platform to trial new business models such as personalisation and subscription. It allows us to test and learn and fail fast, adapting and learning as we go,” he says.
However, like most bricks-and-mortar retailers looking to break into the online sphere, T2 has encountered issues over the years.
“The biggest challenge is technology. The business has a vision and translating it into an IT roadmap and delivering with speed has always been challenging,” Godhwani says.
“Secondly, technology is always changing and evolving. For a non-technology brand it is pretty much impossible to stay ahead of the curve and at best you are catching up fast. Prioritising the big bets is critical to ensure your limited IT resources are optimally deployed.”
One recent example of T2 using technology to enhance its service offerings is its new subscription offer for loyalty card members, which is currently in BETA test mode. While Godhwani is unable to provide the details at this stage, he does say that the company is looking forward to taking its learning’s from the test to roll the initiative out to its global customer base.
Although, technology also forms a large part of the tea retailer’s day-to-day operations.
“We have engaged with some of the best-in-class technologies available in the market today to help us expand globally. We use Salesforce Demandware as our e-com platform and also for our predictive intelligence. We have Bazaar Voice for ratings and reviews. And we have Oracle Netsuite to power our omnichannel operations and inventory management,” Godhwani says.
T2’s Marketing and Website Initiatives
“There are too many to mention,” Godhwani jokes when asked which marketing initiatives have been the biggest contributors to T2’s online success. Although, there are a number of initiatives he says T2 takes great pride in, including:
Predictive intelligence, which has given conversion rates a boost
New payment methods – Afterpay, Unionpay and Alipay – that have opened up the T2 brand to both local and international consumers.
He also gives a few honourable mentions to T2’s Refer a Friend loyalty program initiative, affiliate programs, and A/B testing.
For instance, in the past, the company has reportedly run A/B tests that experimented with UI/UX. As a result of one such test, T2 was able to deploy a single page checkout that has decreased the number of consumers abandoning their carts during the checkout process, while also improving conversion rates.
Optimising mobile experiences is also high up on the list of initiatives T2 is constantly addressing.
“At T2 we believe that mobile is not the future, it is the now.”
According to Godhwani, T2 gets more traffic, in Australia and around the world, on its mobile site than it does its desktop and tablet version.
“Mobile first is our mantra and always a priority,” he says.
Social Media’s Role in T2’s Content Strategy