Digital transformer, Entropia garners Malaysia Technology Excellence Awards 2021 in two categories

The firm has transformed the Hartalega and AnmumTM brands through effective digital marketing.

New age marketing consultancy-meets-agency, Entropia has been acknowledged in the Digital – Manufacturing category of the Malaysia Technology Excellence Awards 2021 for its excellent work on the digital transformation of the Hartalega brand, as well as its e-Commerce prowess for Anmum Malaysia.

Sourabh Agrawal, partner at Entropia, commented on the wins, “We are truly excited about the growth in the ecosystem and the potential it holds. Last year, we saw 10 years of shift towards digitisation and datafication happen in a mere 10 months, at least in visioning if not actual implementation.

We believe the real D in digital transformation is ‘demand’ and hence we have built our offering around consumers, their journey with the brand, and where they might be in the purchase funnel. The future of commerce is personal and anticipatory. Customers will increasingly expect businesses to not only respond to them, but to anticipate their needs, as well as bring hyper-relevance in their approach.”

Vamsi Vanka, principal - data & technology at Entropia, further commented, “Bringing acceleration to our offering, we have partnered with various large technology ecosystem partners like AWS (Cloud), Sitecore & Adobe (CMS & Marketing Clouds), Edgeverve, an Infosys company (Customer Service, Distribution Network Digitisation, Procurement, etc.), and Bambuser (Experiential Commerce) – to bring cutting-edge Cloud, CX and Commerce platforms to SEA with a world-class delivery model.

In addition to these partnerships, we have built our own IP in the areas of Customer 360 & Advanced Profiling, Predictive Marketing & Sales Analytics, IoT-driven CX Measurement & Feedback systems, and Extended Reality (XR). All these platforms have a strong roadmap which is in tune with the evolving needs of brands in the digital technology space.”

Synthetic rubber gloves, which are used in dental clinics, hospitals, and medical laboratories, have always been an essential product in the global healthcare industry. The importance of the product is emphasised by the pandemic, which highlights the role of Hartalega, the world’s largest producer of such gloves. Considering the high demand resulting from Covid-19, Hartalega wanted to maximise its opportunities in the market through a digital transformation.

To address weak consumer demand, upgrade the user experience, and increase engagement on the Hartalega website, Entropia revolutionised the customers’ purchase journey by designing a dynamic and intuitive user interface that promotes self-guided product discovery. The web experience is simple and clutter-free, and offers a call to action. The crafted solutions revolved around the following key elements: (1) mobile-first browsing on demand, (2) growth of dynamic content, (3) made-for-one-thumb usability, (4) “personal is the new premium” philosophy in delivering the brand message to the right audience, and (5) a progressive web app that enables website responsiveness. The company’s noteworthy achievements are (1) a 41.4% increase in organic content discoverability, (2) a 78.67% growth in the number of users that have completed lead-form submissions, and (3) 16.35% higher goal completions on the website.

A truly future-focused digital transformer and the first industry 4.0 ready consultancy-meets-agency in Malaysia, Entropia also garnered a win in the e-Commerce – Consumer Products (Non-Durables) category for its work on AnmumTM Malaysia’s virtual product launch for Anmum Essential Gold. Entropia created a platform that enables consumers to understand the product, watch the brand film, win goodies, and buy from the official e-store. The platform was designed to achieve five objectives: (1) 8 Golden Wonders, a gamified section where users can learn the eight benefits of the milk product; (2) Snap & Win, where mothers can take and upload pictures, earn points, and get a chance to win goodies and e-vouchers; (3) Golden Screen, a video streaming to showcase the product; (4) Milk Bar, a product-sampling function; and (5) Wheel of Gold, which enables consumers to win prizes.

Entropia divided the development and campaign execution into two phases, each with a span of approximately one month. Phase 1 represented the virtual launch amplified by social, customer relations management, and other channels. Phase 2 represented sustenance, where the platform performs data collection, tracking user behaviour, and driving sales. Next-generation interactive and collaborative features and others were added to create an inclusive event that would achieve business goals. As a result, the company saw a total of 11,602 registered participants at the virtual event (these participants were added to the database) and 266,636 pageviews on the website. The specific achievements of the project are the following: (1) 14.7 million users handled per month, thanks to server load and efficiency; (2) fourfold increase in the number of samples requested during the campaign compared with the regular period; and (3) 3.54 million additional customer lifetime value added.

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