Scaling an online bookstore - DingDoong
Hailey

Hailey Jones’ office apparel

Finding the edge in a highly competitve market
“... Hailey Jones has had their profit margin increased by 13% consistently over the past 3 years. They have increased their brand awareness in terms of social media followers and interaction by the total of 34% in comparison to 2020. The total number of orders per month increased by 20%, while inventory cycle time reduced dramatically. “

The result achieved after 3 years

Money bag
13%
increase in profit margin
Online shopping
34%
increase in brand awareness
Customer
20%
increase in the total number of orders
Shipping
Reduce
Inventory cycling time
Hailey Jones
Ashley Smiths
Sales manager
With the app, we can do basic functions such as setting up time and delivery, allowing people to try on at store before paying, but we also allow more people to join in on the cart. By integrating the app with some other app, we managed to encourage people do impulsive shopping with smaller value products more, hence increase the value per transaction.
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About Hailey Jones

Hailey Jones is an Online-2-Offline (O2O) apparel retailer for women. They mainly operate in Melbourne, Victoria, Australia. They only began in the late 2018 and still looking to expand their businesses.

Hailey Jones focuses on office clothing. They provide a good range of smart to smart-casual clothing, including shirts, blazers, office skirts, office shoes and accessories such as socks, handkerchiefs and hair tie.

They mainly do business online but do have a physical store near Lilydale, where they operate both as a place for trading and a point of customer service.

Summary of our client business

Slide 1

Melbourne

Main market

Summary of our client business

Slide 1

Apparel

Industry

Summary of our client business

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2018

Time to start a business

Summary of our client business

Slide 1

Increase sales

Business Objective

Their struggle

Struggle
With Shopify, they can easily create a website for their apparel business. However, the website lacks functionalities that are crucial to their policy, namely Leave by and pay later or Next day delivery for loyal customers.

Since their main market is the great city of Melbourne, they do not want to expand their business to the surrounding neighborhood just yet.

They were looking for an app that can set up delivery and pickup time for their customers, and/or can manage their stock availability at store to accommodate customers who wish to try the clothes in person before making up their mind. On top of that, they also want to produce Next day delivery, but need an app to plan their stock. These functions can be separated apps but ideally 1 because of their budgeting.

How did DingDoong help?

Hailey Jones came across DingDoong through organic search on Shopify App store. At first, they got the app because it does both functions the company required, which are allowing pick-up at store and try on, and setting up next day delivery. Then the app started introducing new functions such as set up shipping fee to different area, and Group order to get more people involved.

With new functions updated, they have a much more powerful and complete tool for their business operations.

On one hand, shipping fee feature allows Hailey Jones to set up different shipping rates based on different criteria, such as free shipping for orders over AU$100, or special delivery rate for suits.

On the other hand, Group order is tremendously useful to boost average order value. Hailey Jones has been encouraging people to buy more, spend more for free delivery or other promotions without success. With group order, people are much more prone to invite their friends or colleagues to place order with them, hence an increase in order value.
Solution

How much has Hailey Jones’ business improved?

Much
Hailey Jones came across DingDoong through organic search on Shopify App store. At first, they got the app because it does both functions the company required, which are allowing pick-up at store and try on, and setting up next day delivery. Then the app started introducing new functions such as set up shipping fee to different area, and Group order to get more people involved.

On one hand, shipping fee feature allows Hailey Jones to set up different shipping rates based on different criteria, such as free shipping for orders over AU$100, or special delivery rate for suits.

On the other hand, Group order is tremendously useful to boost average order value. Hailey Jones has been encouraging people to buy more, spend more for free delivery or other promotions without success. With group order, people are much more prone to invite their friends or colleagues to place order with them, hence an increase in order value.

Moving forward with DingDoong

With the fantastic help of DingDoong, Hailey Jones is trying to expand their business. Since apparel brands in Australia tend to compete in terms of customer service, they are planning on providing gifting services and new promotions to incorporate with Group order functions.

Once they have established a decent cash flow from Melbourne and the State of Victoria, they will look to open stores in Sydney and Brisbane.

Hailey Jones set a target of 12-15% year-on-year growth over the next 3 years, and is on course to reach it.
Forward

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