TWG Unveils Redesigned Global Site and Membership Programme to Mark its 10th Anniversary

Marking its 10th Anniversary, home-grown brand, TWG Tea has launched a redesigned global omnichannel eCommerce website and by-invitation-only membership programme.

TWG Tea global omnichannel eCommerce website

Three years in the making, this venture sets to bring on an immersive digital tea experience to worldwide customers, where they have access to the full selection of more than 800 blends of tea, even for countries where there is no brick-and-mortar TWG outlets.

The global website and membership programme currently ships internationally to 48 countries, and will be rolling out across international markets such as China, Japan, and Europe, progressively later this year.  TWG Tea plans to increase the number of international hubs to 18 by 2020.

Global Omni-Channel eCommerce Website
The global site, designed with the customer in mind, features a chic and modern user interface which complements and mirrors the brand’s now-signature in-store experience. TWG’s eCommerce website sales has grew by 180% from 2016 to 2017 and will continue to play a significant role in driving overall business. A series of thoughtful built-in 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 palate, elevates the user experience. Additional features include, product highlights, engaging videos, and news and updates on industry trends.

Pick your perfect tea with the Tea connoisseur function

Find the perfect gift that caters to your needs / budget

The site unlocks valuable information about the products TWG Tea carries, allowing customers to better understand its extensive range of over 800 tea blends, as well as signature tea accessories and delicate tea-infused treats. Customers on the eCommerce platform also get to enjoy special website-only rates and promotions. Through this seamless and improved experience in the way TWG Tea communicates with its customers, the eCommerce website is expected to contribute towards 15% of sales in Singapore, excluding business-to-business over the next three years.

Global MyTWG Membership Programme
Tapping on the latest technologies, TWG Tea’s omni-channel, by-invitation-only membership programme will have every detail of the customer’s interaction with the brand offline and online, carefully considered and choreographed.  With this information readily available, the store assistance will be able to provide recommendations according to the member's preference. The “MyTWG” membership programme, designed to be personal and rewarding, offers two tiers of membership – Green and Gold.  It also provides MyTWG members exclusive access to a member-only platform and are entitled to special privileges and global rewards redeemable both online or in-store.

MyTWG Membership Programme

International Expansion
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. With 33% of sales in TWG Tea boutiques contributed by overseas travellers, these localized platforms will allow TWG Tea to manage the brand’s exports on every frontier and extend their iconic experience a with its international database of customers.

Images Credit: TWG Tea


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