E-commerce makes life easier, especially for the estimated 50% of Malaysians who are active online shoppers. Despite a pandemic leading to unprecedented restrictions on movement that impeded economic activity, businesses that pivoted or at least had a foot in the e-commerce space actually managed to survive or even thrive through the adversity.
Wellous was one of the pioneering brands that brought functional foods to e-commerce. The company had expanded to 10 countries, centered around the Southeast Asian region within 3 years. Wellous has a slew of awards along with their rapid growth, racking up over 30 domestic and international awards along the way.
Growth at such pace was no accident, rather a well-timed effort by the company at a time where consumer demands were rapidly evolving due to external pressures. In an environment where consumers began placing heavy emphasis on their personal health, Wellous became pioneers in the personalised functional food space, and devoted resources to educating consumers on vital health and wellness knowledge.
The company also has tailored the “Wellous customer experience” to increase customer satisfaction and loyalty. The entire experience begins from the moment the customer becomes aware of Wellous. Educating customers about their own health is the first step in the company’s customer experience. These awareness programs are done via freely accessible livestreams featuring various healthcare professionals including doctors, nutritionists, and pharmacists, while also providing 24-hour consultation. Through these programs, the customers are able to make informed decisions regarding their unique needs.
Before placing an order, customers will consult trained representatives to ensure that any questions or concerns are addressed, and also be able to fulfill their personalized needs. After doing so, all they have to do is to receive their order, with after sales service being provided. For the customer, all this takes place on social media platforms that they are familiar with, making for a simple and intuitive experience. As for our representatives, they process the orders with a backend system that was built in-house.
Rounding off the experience is the logistics that keeps things moving and reaching where they should. When it comes to logistics, speed is the name of the game. By partnering with the largest logistics solutions provider in the world, the company is able to provide a seamless customer experience.
As for the product, the focus is on producing a quality product that appeals to consumers’ palates. The idea was to make improving health an enjoyable process as opposed to an off-putting one. And so, the first step was to source only the best ingredients from all over the world. Each of Wellous’s products also contained patented ingredients, making the company’s product lineup more competitive globally.
Additionally, the company also invests heavily into the machinery department, purchasing first-in-Malaysia machinery, enabling Wellous to have the highest content to sachet volume ratio of any similar functional food product in Malaysia.
Today, Wellous is the leader for functional foods in Southeast Asia. The company has larger overseas ambitions, and is gearing up for further expansion of their functional food empire outside of the Asia-Pacific region.
As of 2022, Wellous has multiple local management teams set up overseas, with the direction of being an international yet localized brand, thus making it truly the personalised functional food.
