Yap Leng Kuen Series | DCR Marketing

Moving onto the next digital challenge

During the Movement Control (MCO) period, it was not only online shopping that saw an increase but also online redemptions.

The trend of working from home, communicating through online Zoom calls and feeling ‘bored with nothing to do,’ had penetrated Malaysian lifestyle.

This has presented a good opportunity for Dynamic, Creative & Resourceful (DCR) Marketing to further digitalise its business such as by creating a virtual mall where customers can shop, redeem items or send e-vouchers.

In fact, DCR is in the process of creating a dream shop online where customers can access more than a million products.

In this dream shop of wonderful things, customers can pay with cash, credit or debit cards, e-wallet, a 0% instalment plan or loyalty points.

With 70% of its business derived from rewards and loyalty management, DCR saw a 30% increase in redemptions during the MCO period.

Its marketing consultancy services were also well-sought after, with customers seeking urgent advice to embark on digital marketing.

However, its trading activities were impacted, as the consumer lifestyle that it had been promoting suffered a ‘sudden halt,’ on a drop in demand and also, movement control.

Overall industry credit card spending had dropped by 50%.

The current situation has pushed the company to accelerate its digitalization plans which will now include payments via e-wallet and loyalty points.

While its trading business of buying and selling in bulk, is picking up slowly, DCR sees new opportunities as organisations are looking for help to launch promotional campaigns.

“Our marketing consultancy division has been busier than ever; we have to assist companies to craft and develop online offers and promotions, as well as initiate online payment acceptance almost overnight,’’ said DCR marketing director Rosalie Lin.

With the flood of enquiries, DCR finds that its current manpower is stretched and is on the lookout for staff with a passion for the business.

Coming up with good deals is the new challenge. “Consumers are on a look-out for great bargains or deals; they are willing to spend as long as it is a good deal with no strings attached,’’ said Lin.

For example, a local, all-inclusive hotel package for three days, two nights, that is valid until June 2021, got snapped up within minutes.

DCR is the appointed marketing and fulfilment vendor for clients in the financial sector; during the MCO, it continued to execute marketing campaigns and promotions via their digital platforms.

While orders seemed aplenty during the lockdown, they could not be fulfilled within the normal turnaround time for physical products.

“DCR will promote more digital products and have them fulfilled digitally without depending on physical transporters,’’ said Lin.

Digital products, which may be called electronic or e-goods, are items that can be stored electronically.

With many conventional events being cancelled, new ‘innovative’ methods to bring in sales include the setting up of virtual malls and bazaars, hosting live shows and interviews, showcasing prepaid live shows with looping videos that allow customers to enter or exit anytime.

The hosting of meetings through Zoom or conference calls has actually increased productivity and resulted in more efficient time management with faster turnaround time.

DCR was formed 15 years ago, when Lin as marketing manager of credit cards at RHB Bank, felt that it was only logical for her to start her own company based on something that she loved.

“Marketing is constantly changing. I love to keep moving and not doing the same job everyday,’’ said Lin. “What I like most about marketing is that I get to make people fall in love with the brand or product.’’

It’s a good feeling when clients succeed in getting their brand or product out there, and grow their business.

With local and foreign banks within its client base, DCR’s alliances include Philips, Panasonic, Electrolux, Breville, Elba, Faber, Morphy Richards, Pensonic, Samsung, Sony, Nintendo, JBL, Harman Kardon, Marshall, Casio, Mosclean, Corvan, Dyson, Targus, Ogawa, Osim, Omron, Rossmax, LA Gourmet, Corningware, Thermos, Braun, Hypergear, Barry Smith, Thomas  Sabo, and Henry Cats & Friends.

Another client is Natural Life, a brand for women’s Bohemian clothes, accessories and gifts that inspire women of all ages to Give & Live Happy, while Mentor Manufacture & Global Service, a gift manufacturing company, is DCR’s brand principal for marketing and distribution of their products.

Procurement partners and suppliers include the major telcos, electronic and electrical companies, and consumer brands.

Having tirelessly built up her company, Lin is ready to move onto her next digital challenge where in the current context, marketing strategies would have to be planned wisely.

This is in view of changes impacting consumer mobility, media consumption habits, supply chains such as shortages and concerns over goods made in China, and economic volatility.

Author.

Yap Leng Kuen had a respected career as a senior business editor and widely read columnist speaking plainly, for the leading local newspaper. She continues to write Plain Speaking for The Star Online.

I am delighted to share her view points and insights, here.

More Stories from Yap Leng Kuen.



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