Rosewood Hong Kong

Subject
New Shopify E-Commerce Build
Client type
Industry
Hospitality
Services
Digital Strategy, UX/UI design, Shopify Build

The Hotels New E-Commerce Platform

With Rosewood Hong Kong’s business severely impacted by travel restrictions, they partnered with Butter to drive a digital commerce solution stretching multiple in hotel venues.

Platform Objectives

Rosewood Hong Kong were re-thinking their strategy to connect with the Hong Kong community in light of international travel restrictions. Beyond offering staycation experiences, the hotel needed a platform to enable guests and customers to bring the hotel to their home.

Time was of the essence for the project. Butter was asked to launch a fully functional store with heavy customization within 5 weeks. The store needed to contain 200+ products at launch which were available for same day delivery or pickup, as well as pre order.

The store was replacing an older version, which had usability and functionality issues - as well as operationally wasn’t aligned with the hotels venues sales process. This was a key aspect of the launch - to ensure existing processes were followed without the need for additional resource or processes.

Technology

Shopify was selected as the e-commerce platform for the hotel due to having many of Rosewood Hong Kong’s requirements out of the box. Familiarity with Shopify’s e-commerce admin panel was also a key factor in the decision.

Configuration of pick up and delivery options for the hotel was important. Certain products had delivery restrictions plus orders required lead time to enable admins to fulfil orders across multiple venues. Lead time and detailed order reporting was considered for advanced orders - which admins would need to update kitchens, venues and teams on advanced bookings for special items around chinese new year, mid-autumn festival, thanksgiving and christmas.

Butter configured Zapiet - pick up and delivery app for the store, which would enable Rosewood to manage individual items as well as hotel wide blackout dates due to major functions or a spike in future orders. Once a customer ordered delivery, Butter helped to integrate with a Hong Kong based fulfilment provider Pickupp which provided same day delivery to Hong Kong.

Challenges

Despite time pressures to design and build the platform, Butter was able to work with Rosewood on detailing all requirements in strategy sessions. Along with strategy, following Rosewood’s global brand guidelines was a must.

Additional customisation was required to the front end to enable a seamless shopping experience for customers. Rosewood’s design aesthetic is simple, clean and focuses heavily on product - from the Butterfly Patisserie and Asaya Spa. The product imagery was made to be the hero of the site through streamlining the overall page UIs.

Butter was able to customise the platform to meet operational requirements of Rosewood. Inventory management, fulfilment and reporting pushed the Shopify platform to the limit - which in the end was able to be flexible enough to ensure the platform could be easily integrated into the Rosewood team and their current processes.

Results

The platform launched successfully in 5 weeks - housing 200+ of Rosewood products across 3 languages (English, Traditional Chinese, Simplified Chinese). The site experienced traffic and sales spikes right from launch with conversion rates well over 2.5%!

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