The growth of e-commerce today is closely aligned with innovations and breakthroughs in financial technologies. As newer modes of digital payment proliferate online, including the likes of bank transfers and installment payment plans (with interest or added fees), none has been as enticing as BNPL services.

Dubbed “Buy now, pay later”, these services allow consumers to purchase an assortment of products, which run the gamut from luxury watches or limited edition sneakers to household appliances, via installments at 0% interest.

The very same can be said for intimate apparel too.

For intimate wear label, 6ixty8ight, the adoption of omni-channel payment platform hoolah was more than just a pragmatic move. Beyond proffering its clients a newer and more efficient payment mode, it was also to entice more younger generations of customers and help the company do away with discounting.

Paulino Moreno, the Managing Director of 6ixty8ight for Singapore and Malaysia, says, “I noticed that many brands have high regular prices and they are constantly in promotions. That creates an effect whereby your customers are only going to buy when there are promotions.”

“At 6ixty8ight, we believe that it’s more fair with the customers to really squash down the prices and by doing so providing them as much value as possible all year long.”

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With hoolah, Moreno revealed that 6ixty8ight had much success in driving conversions without the need of running extensive discounting. The ability to segment the payment into three equal installations, he believes, helps customers afford the things they need responsibly. Moreno also reveals that a considerable part of the company’s sales come from purchases, both online and offline, made from hoolah.

“It’s a valuable payment solution for new customers and for existing customers. 20% of our sales in Malaysia and 18% of our sales in Singapore come through hoolah,” Moreno says.

Furthemore, 6ixty8ight also saw an increase in younger customers purchasing their intimate wear through hoolah. According to Moreno, 36% of the customers who purchased through hoolah were younger than 25 years old whereas the company’s average for online purchases was previously at 25%.

“One thing that my marketing team really loves is that with hoolah we are able to do all these promotional activities, including social media campaigns or cashbacks,” Moreno adds. “These help us attract customers that we wouldn’t be able to attract on our own.”

“We love working with hoolah because it helps us find new and relevant ways to attract customers.”
— Paulino Moreno, M.D. 6ixty8ight (SG & MY)