Weekender: TWG Tea launches website & membership programme

TWG Tea launches a new omni-channel global eCommerce website and membership programme for customers around the globe.

Launching from Singapore, this revolutionary global platform will soon include subsites featuring local shipping, payment platforms, inventories, and customer service centres dedicated to TWG Tea customers in China, Japan and Europe, with other locations to follow.

Launching from Singapore, this revolutionary global platform will soon include subsites featuring local shipping, payment platforms, inventories, and customer service centres dedicated to TWG Tea customers in China, Japan and Europe, with other locations to follow.

In conjunction with the 10th anniversary of the home-grown brand, TWG Tea has launched a new eCommerce website and a membership programme that’s by-invitation only.

Three years in the making, this venture opens the door to customers worldwide to purchase its full selection of more than 800 blends of tea, even in countries where TWG Tea does not have brick-and-mortar outlets.

Some of the physical branches are directly managed by the TWG Tea headquarters in Singapore while an increasing number are through franchising – in the UK for instance.

The global website and membership programme currently ships internationally to 48 countries.

Progressively, the global platform will be rolled out across international markets including China, Japan, and Europe later this year with plans to increase this number to 18 international hubs by 2020.

More details below from the press release.

Global Omni-Channel eCommerce Website

The global site features a chic and modern user interface designed with the customer in mind, which complements and mirrors the brand’s now-signature in-store experience.

“We have been working towards creating a progressive digital experience for our customers to maintain and grow connections with our many customers who may not have a TWG Tea Salon & Boutique in their city. Using omni-channel technology, the global website and MyTWG membership programme function as a digital business intelligence tool, but beyond that, establish meaningful connections and a sense of belonging to the brand. We expect this to revolutionise our interaction with international as well as new-generation customers who seek new and novel ways of enjoying TWG Tea. With an increase in credit card penetration and a democratisation of international courier services, it has never been easier to provide an integrated luxury e-retail experience to customers around the world,” says Maranda Barnes, Director of Business Development and Co-Founder of TWG Tea.

Recognising that the brand’s previous eCommerce website sales grew by 180% from 2016 to 2017, this development continues to play a significant role in driving overall business.

Built-in to the platform are a thoughtful suite of tools such as a customised gifting guide; a bespoke service for selecting tea tins for packaging loose teas; and a tea connoisseur function recommending the perfect teas to suit your taste.

Enhanced features include product highlights, engaging videos, and news and updates on industry trends.

The site unlocks a trove of information about the products TWG Tea carries, incorporating rich content to enable customers to better understand the brand’s extensive range of over 800 different fine harvests and exclusive handcrafted tea blends, as well as signature tea accessories and delicate tea-infused treats.

Customers on the eCommerce platform also benefit from preferential website-only rates and promotions.

Through this seamless and improved experience in the way TWG Tea communicates with its customers, the brands digital assets are expected to contribute towards 15% of sales in Singapore excluding business-to-business over the next three years.

 As 33% of sales in TWG Tea boutiques are generated by overseas travellers, the localised platforms will allow TWG Tea to manage the brand’s exports on every frontier and extend their iconic experience with its international database of customers.

As 33% of sales in TWG Tea boutiques are generated by overseas travellers, the localised platforms will allow TWG Tea to manage the brand’s exports on every frontier and extend their iconic experience with its international database of customers.

Global MyTWG Membership Programme

Tapping on the latest technologies, TWG Tea presents a superior omni-channel, by-invitation-only membership programme.

Named “MyTWG” to emphasise the personalised services offered, the programme features two tiers of membership – Green and Gold, to introduce a whole host of tea-related rewards and benefits to privileged members.

Just as intricate and memorable as every TWG Tea experience in-store, the MyTWG membership programme is designed to be personal and rewarding, forging stronger relationships with tea lovers all over the world.

Every detail of the customer’s interaction with the brand offline and online is carefully considered and choreographed.

MyTWG members enjoy exclusive access to a member-only platform and are entitled to special privileges and global rewards redeemable online or in-store.

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