CASESTUDY

PRE APPROVED VENDOR FOR E-COMMERCE SOLUTION

OVERVIEW

FIRSTCOM SOLUTIONS’ CONTRIBUTION

Established in the 1980s, Samcom Electronics is one of Singapore’s leading emergency lighting product

manufacturers. Their range of emergency lighting systems and integrated solutions are widely used in commercial

buildings, healthcare facilities, office buildings, production plants, hotels, shopping malls and many other types of

buildings both locally and regionally.

Samcom approached Firstcom Solutions to modernise their website and create an e-commerce platform to

present, sell and track the sales of their products.

WEBSITE REVAMP Q&A SECTION ONLINE STRATEGY

PHOTOGRAPHY CONTENT CREATION ONGOING SITE OPTIMIZATION

Samcom’s established local presence, numerous awards and years of experience

meant it had no issues securing clients and work through offline channels.

However, as millennials start to take up positions in their industry they would need

to update their website to better connect with a new generation of tech-savvy

customers.

Samcom’s original website looked dated and did not accurately reflect the

company’s professionalism and years of experience. A dated website can make a

company look amateurish and deter prospective customers from making a

purchase. Product images were low resolution, meaning their quality was not well

reflected online even if they were better than their competitors.

The existing e-commerce shop was also underutilised. Samcom’s main business

revolved around large B2B deals with one-off orders occasionally placed when

their clients needed to replace a damaged sign. These one-off orders were tracked

manually rather than relying on digital records. The primary objective for our

e-commerce solution was to lessen the burden on Samcom staff to track such

one-off orders. It also needed to be scalable enough to handle large B2B orders

should the need arrive.

THE KEY CHALLENGE

PROJECT BACKGROUND AND DESCRIPTION

Samcom manufactures and distributes Exit and Emergency light systems. They mainly

conducted their business through offline channels, with their key clientele being large

industrial complexes and shopping malls such as ION Orchard.

Firstcom was tasked to complete two main objectives. The first was to update and

redesign their website to meet modern standards of usability and mobile-friendliness. The

second was to create a functioning e-commerce platform that would enable their staff to

easily track and deal with one-off purchases.

Firstcom also provided photography services, updating Samcom’s product thumbnails

and gallery images to high resolution versions that reflected their status as an established

manufacturer in the industry.

Although the primary objective of Samcom’s e-commerce platform was to track one-off purchases, we added new

as well as modern features to the platform that would make it more attractive to first time users and encourage

sales.

CUSTOMISED E-COMMERCE PLATFORM

THE PROCESS AND INSIGHTS

A Clean and Modern Design for a Professional Feel

We came up with a clean and modern design for the Samcom website, anchoring the theme around the colours of

their brand and their key products. We combined a clean white background with red and green highlights from the

Samcom logo and lighted exit signs respectively. Large high resolution images were used to showcase Samcom’s

lighted exit signs fixed in real world situations. This not only enabled customers to see the product in action, but

added an interesting visual element to draw attention and keep site visitors engaged.

Showing Off Products in a New Light

Due to the nature of lighting fixtures, it can be difficult to get a feel on how the product looks and functions when

it is off instead of on. To address this, we incorporated a feature for customers to view Samcom products in both

conditions. Visitors would be able to toggle a switch to see how the light looks in the two modes.

This would not only be a useful function for customers to make an informed buying decision, it would also be a

defining feature of the e-commerce shop that could set Samcom apart from competitors.

Adding Interactivity for Greater Customer Engagement

In order to enable Samcom to better communicate with their clients and answer any queries about potential

products, we set up an interactive touch point on each product page. Potential customers will be able to see both

questions asked and responses for specific products, creating a platform for users to glean useful information and

reducing the need for Samcom staff to attend to repeated enquiries.

By making it easy for customers to make one-off purchases, integrating modern e-commerce features and

improving their product images with professional photography, Samcom is better able to meet the needs of modern

customers who wish to research and find information about a product before they buy.

This has enabled them to transform a previously neglected aspect of their business into a more robust experience

for their customers. Firstcom is proud to have assisted Samcom in updating their website and creating a pleasing

web experience for their customers.

CONCLUSION

High quality images are the bread and butter of an e-commerce platform for

product based businesses. Lighting fixtures posed a particularly unique

challenge, as they look different when they are turned off and on the shelf as

opposed to turned on and installed at the location.

To overcome this and help customers get a better idea of Samcom’s products

through images, our photographer took product shots from several angles. This

would enable customers to get an idea of how the signs would look when viewed

from different areas, best simulating real world situations. Product shots were

also taken when the lighting fixtures were off and on, allowing customers to

compare and see where the light would take effect.

CONTENT CREATION

Integrating Live Shipping Costs for Global Orders

To facilitate the expansion of Samcom’s business and facilitate global orders, we liaised with logistics company DHL

to integrate live shipping costs onto the e-commerce store for global purchases. Automating the updating of

shipping costs would reduce the need for site administrators to manually change the numbers and prov ide a

straightforward way for global customers to see costs.

158 Kallang Way, #03-05 Performance Building, Singapore 349245

FirstCom Solutions Pte Ltd

T: (+65) 6848 4984 F: (+65) 6848 4284 E: sales@firstcom.com.sg