2021 Retail Industry Guide

Use cases from across the retail industry

Omnichannel, and truly Smart Retailing, means building the very best customer experience, offline and online. How has China Telecom (Europe) supported retailers to improve their customers’ experience?

Content Delivery Network (CDN)

How China Telecom (Europe) helped a European retailer’s website feel like a local site

Almost every retailer has an online presence. For multinational retailers, this means operating and maintaining content-rich multilingual sites that feature a variety of bandwidth-intensive videos and product photos. Slow speeds and unreliable service are a constant issue even on a local level. But the problems are exacerbated when content is hosted on a server in Europe, but users are accessing it from China and the APAC region. The long geographic distances can lead to slow page loading speeds, high bounce rates and, in many cases, content not loading at all. A multinational European retailer had recently expanded to mainland China and was suffering from exactly these issues. The website loaded content inconsistently and the uptime was just 51% – providing a very poor customer experience. The retailer approached China Telecom (Europe) (CTE) for help to resolve these issues. As China experts, CTE knew exactly which solution would meet their needs.

CTE provided the retailer with a CDN node close to their customers in the APAC region, as well as a CN2 internet bandwidth

to help optimise the traffic between Europe and China.

By hosting the content closer to the end-user, the loading times increased to be 15 times faster and the availability rate improved to 99.5%+.

China Telecom’s global infrastructure backbone of

terrestrial and submarine cables, as well as globally distributed PoP sites, serve our customers in any region. CTE’s expert knowledge of global rules and regulations ensures that retailers are fully compliant with GDPR and the rules and regulations that apply in other markets such as mainland China.