How Yann Gao Makes Omnichannel Feel Like One Store
Makers at Work
A series that profiles the people behind NNIO: founders, product curators, and thinkers who make deliberate decisions to create better products for everyday living.
Omnichannel Digital Marketing Manager at NNIO
In plain terms, what does “omnichannel” mean at NNIO?
Same brand, same promise, wherever you meet us. The details can change by channel, but the experience shouldn’t. You’ll get clear information, fair pricing, and the same service standards, whether that’s our site, a retail partner, a marketplace, or a pop-up.
Do prices and promos match across every channel?
Not always. Retailers and marketplaces run their own promotions, bundles, or voucher mechanics. We don’t hide that. What we do is make the differences clear and time-boxed, so customers can choose without second-guessing.
So what stays consistent no matter where I buy?
Product quality, core specs, and our service expectations. If you buy from an authorised partner, your NNIO warranty applies. Setup help and care tips are the same. And if you need support, we don’t make you hop channels but we just solve the problem.
Why not force full price parity everywhere?
Because channels serve different customers with different costs and rules. Instead of flattening everything, we aim for clarity. We publish an official NNIO offer on our owned platforms, then clearly label any channel-specific promos elsewhere. The win is transparency not uniformity.
What does your team do to keep this tidy?
A lot of alignment, a lot of editing.
One master promo calendar, then channel-specific adaptations.
A shared copy and asset library so product facts don’t drift.
Clear price cards: base price, valid dates, and what’s included.
Simple store and event playbooks (signage, talking points, and service steps) so offline still feels like NNIO.
Clean analytics so we measure by product and customer need, not channel vanity.
How do you use data without being creepy?
We stick to opt-in and useful. Purchase history and feedback help us learn what people actually value — noise levels, capacities, filter care, airflow range. That informs assortments and content. If we see repeated questions about a vacuum’s filter or a fan’s oscillation, we write a clear guide.
Give us a recent moment that shows this approach.
We launched updates to our online store. Our official site listed the base offer and warranty. Retail partners had their own bundles and gift-with-purchase mechanics. Marketplaces had timed vouchers. The key was clarity: each listing showed exactly what you’d pay and get, with dates. Customers browsed at a pop-up event, bought later on at our e-store, and still felt in control.
How do you know it’s working?
Fewer “Is this the same promo as…?” tickets. Cleaner conversion curves when we keep the message tight. Reviews that talk about ease, not confusion. And internally, we track price variance against plan. If something drifts outside the window or isn’t labelled clearly, we fix it.
What’s the hardest part?
Saying no to tactics that spike traffic but erode trust. The other challenge is speed with consistency. We’d rather ship a clean message tomorrow than a messy one today.
How does this tie back to NNIO’s product philosophy?
Fewer “Is this the same promo as…?” tickets. Cleaner conversion curves when we keep the message tight. Reviews that talk about ease, not confusion. And internally, we track price variance against plan. If something drifts outside the window or isn’t labelled clearly, we fix it.
How do you know it’s working?
Our products are built to remove hassle — fans that move air well and vacuum cleaners that clean more with less effort. The buying experience should match: simple choices, clear prices, easy support. Built for Singapore homes and schedules.
Any tips for customers deciding where to buy NNIO?
Pick the channel that fits your situation. If you want direct perks and the most straight-through support, our official store is tidy. If you’re already in a retailer’s ecosystem or a marketplace has a timed voucher that suits you, that’s fine too. We’ll meet you there. Just check the offer details, and you’ll know exactly what you’re getting.
What’s next for your team?
Better post-purchase care across channels. Setup, care, and service options in the places people read. And tighter loops from retail floors and events back into our content, so real questions shape the next guide we publish.
Why does your role matter?
NNIO isn’t trying to make every channel look identical. We’re making every choice obvious. When the differences are clear and the standards don’t waver, customers stop guessing and start trusting. That’s omnichannel.
