Kimstore Achieves Nearly 30x Return on Tracking Spend

Business profile

• Brand: Kimstore
• Industry: Consumer Electronics
• Platform: Advanced Shopify
• Location: Philippines
• Established: 2006
• Employee Range: 201-500
• Active on Shopify Since: June 2022
• Delivery Partners: Fewer than 5

Kim Lato launched Kimstore in 2006 with a visionary seed capital of PHP 20,000. Today, it stands as the most trusted online electronics retailer in the Philippines. It has over 250 employees, a million annual transactions, and a wide array of digital gadgets. The rise of digital nomads during the COVID-19 pandemic propelled sales by 400%, spotlighting Kimstore’s critical role in equipping remote workers with essential tech.

In an interview with ABS-CBN News, Kim Lato, Kimstore’s founder & CEO, stated confidently that her next goal was to grow ten times.

The challenge: Higher customer expectations & acquisition costs

As the pandemic moved many businesses online, customers who were spoiled for choice had higher expectations. This was not limited to fast delivery and free shipping—shipment visibility also mattered for them. What’s more, customer acquisition costs in e-commerce increased by 60% over the past five years.

Although Kimstore successfully capitalized on the trend of digital nomads, achieved 400% business growth, and expanded the coverage of same-day delivery across Metro Manila, growing the business ten times in the future was not easy. Apart from selling laptops and smartphones, it needed to boost customer engagement and build lasting relationships.

“After the lockdown ended, we were convened to find new ways to grow our business. What I put forward at that time was focusing on customer retention. This is because although Kimstore remains the go-to choice for Filipinos who want to buy high-quality digital products at affordable prices, those who have purchased a smartphone might not need a new one in 3 or 5 years. We don’t want an interval of 3 – 5 years before the next purchase.”

Anna Lorraine Galura, Senior Manager for eCommerce and Growth

After several meetings in a row, the team members agreed that they needed to implement an effective order tracking solution first.

The search for a cost-effective, customizable tracking solution

While researching available Shopify order tracking apps, Kimstore’s team found that none supported all of its courier partners, for example, Grab Express. Besides, Kimstore’s large order volume could lead to high expenditure on order tracking. After trying the available order tracking apps, the Kimstore team concluded that an ideal tracking solution for Kimstore should meet the following requirements:

• Tracking Page Customization: Hide tracking number and courier information so that customers can’t get tracking updates elsewhere. In other words, they have to return to Kimstore several times before receiving the package.
• Manual Tracking Status Update: Kimstore has several pickup locations in Metro Manila. Some customers prefer the in-store pickup option. In this case, the tracking solution must support manually updating the delivery status to “Delivered.”
• Product Recommendations: The ideal tracking solution should provide personalized product recommendations to every customer who comes back to track orders. Ideally, the attributed revenue can cover the app cost.
• Real-Time Email Notifications: Email notifications can be delivered automatically to customers’ email inboxes as soon as the shipment status is updated. The email templates should also be easy to customize.

Having compared all the top tracking apps side by side for a month, Kimstore’s team finally decided to choose CWILL Order Tracking.

The results: Nearly 30x return on tracking spend

“We have been using CWILL Order Tracking for over a year now. So far, it meets all our needs. We mainly use it to provide self-service tracking and send shipping notifications to our customers. 

CWILL Order Tracking helps us deliver great results by effectively engaging with paying customers and converting them at different touchpoints after sales. Honestly, our customer retention strategy would be incomplete without this reliable order tracking solution.”

Anna Lorraine Galura, Senior Manager for eCommerce and Growth

Here are the Kimstore e-commerce team’s major achievements by using CWILL Order Tracking: 

• 2.4 Avg. Queries Per Order: Kimstore has hidden courier information and the tracking number on its branded tracking page. This measure turns the Kimstore order tracking page into the only source for real-time shipment updates. On average, a customer comes back to track an order 2.4 times. With CWILL Order Tracking, Kimstore reinforces customer retention and boosts loyalty.
• 4x Customer Engagement Rate: With CWILL Order Tracking, Kimstore can proactively inform customers from order to delivery via email. In particular, as customers are concerned about the delivery progress, both the open rate and click rate of Kimstore’s shipment notifications are quite high, reaching 80% and 22%. The engagement is 4x as high as that of Kimstore’s promotional emails.
• 30x Return on Tracking Spend: Kimstore’s team has enabled AI-powered product recommendations on the tracking page powered by CWILL Order Tracking to generate additional revenue. Kimstore achieved nearly 30x return on its spend on CWILL Order Tracking.

The future: Continuously improve post-purchase experience

In July 2023, Kimstore appointed Ralp Moris Brondial as head of customer experience, which was a new position in the company. This means that the big player, Kimstore, attached greater importance to customer experience.

“Kimstore has been reputed for its exceptional customer service. We started offering same-day delivery in 2019, and with CWILL Order Tracking, real-time shipment visibility became possible. In the future, we will continue boosting Kimstore’s omnichannel presence and using CWILL Order Tracking to enhance the post-purchase experience.”

Ralp Moris Brondial, Head of Customer Experience