eCommerce Expert Kelferd Hor Joins Entropia Sentient

Entropia Sentient has brought on board certified eCommerce expert, Kelferd Hor, to boost the agency’s competence in this area. Reporting to Entropia partner, Sourabh Agrawal, he will be tasked with leading Entropia’s end-to-end eCommerce offering amid this significant shift in the retail industry.

Commenting on Kelferd’s appointment, Sourabh says, “With one of the highest internet and mobile penetrations in South East Asia, the eCommerce industry is bound to see an upward trend in Malaysia this year. In response to this, Entropia offers brands a Sandbox to test and learn about this new model, which encompasses demand generation all the way to last mile delivery.”

“So, amidst the global diffusion of the industry, we welcomed Kelferd to lead this focus area and further entrench Entropia’s differentiation. Kelfred’s expertise will shape our clients’ direct-to-consumer trade strategies and eCommerce channels, especially considering the massive hit some have taken because of the COVID-19 movement control order in Malaysia.”

Kelferd’s decade-long experience includes a stint as part of the early Lazada team, and involvement in Dealmates, MyDeal, LivingSocial, OfficeFab, and gaming company, Migme Limited. Before joining Entropia, he helped define and develop digitalisation and growth strategy in the online retail, loyalty reward, finance, and insurance industries, as part of big data company, Fusionex. 

“My priorities will be to transform Entropia into a digital game changer by reshaping how our clients operate. This will entail forging strategic partnerships with like-minded organisations, assisting brands with implementing full omnichannel solutions for eCommerce digital transformation projects, and ultimately, replicating this success for new markets,” says Kelferd.

Prashant Kumar, Entropia founder and senior partner, added, “Every company needs to figure out their eCommerce play – the urgency only brought to focus by the corona crisis. And this play needs to be crafted to allow them greater control over their customers, market shares, growth and margins. Kelferd’s deep and diverse experience allows him to help ourclients make the best of their channel diversity. And in the process generate sustainable growth. We are excited.”

Sentient provides end-to-end data to demand services, including advance analytics, data & tech consulting, business insights, mid-scale tech infra deployment, and data engineering. Last year, it launched its proprietary journey mapping tool – Elon, that provides a unified cross-journey view for keener insights into motivations and purchase propensity.