How FloEnergy built a digital presence as the first 100% renewable energy retailer in Singapore

• Headquarters: Singapore
• Technology: AWS, NextJS, Chakra UI, React

FloEnergy (opens in a new window) is Singapore's most prominent independent electricity retailer, supplying 100% renewable energy. Flo saw the unstable energy market as an opportunity to provide fixed rates, reducing the risk of price hikes. The company built a scalable website using Storyblok in under 4 months. On top of this, the team at Flo can deploy content in 24 hours and has tripled in size in 1 year. Technical users focus on innovation, while non-technical users can create engaging content.

Finding a CMS for a competitive market

As a small business, the company knew it had to prioritize objectives. This meant allocating resources quickly and efficiently. FloEnergy knew that to stay competitive in the market, they needed a reactive CMS solution to support their content efforts. The team's requirements for such a CMS included:

• A scalable and hands-off solution to accommodate Flo's growing team
• An easy-to-use CMS for non-technical users to handle manual updates based on daily market rates
• The ability for developers to use frameworks they were familiar with
• The ability for developers to invest their time into creating more extensive product updates rather than pushing content to the site

Seizing a new market with Storyblok

One of the primary needs was the ease of use and intuitive user experience for non-tech team members. Due to market conditions, the team had to generate and update content quickly and autonomously. Storyblok was recommended by one of Flo's developers, who had a great previous experience using this CMS for another project. Storyblok has supported FloEnergy's growth through:

• The ability to use their preferred framework, NextJS, and Chakra UI for their library with reusable React components
• Easy and fast site deployment using Cloudfront as their CDN
• Resizing and optimizing images based on a user's device for a responsive user experience with Storyblok's Image Service
• Enabling marketers to manage content without developer assistance across multiple pages and projects using Visual Editor
• Fast development of new components — in just 24 hours
• Utilizing reusable components to save time and help maintain code integrity
• Assigning roles and permissions (opens in a new window) to control which users get access to what kind of pages relevant to their area

The team assigns permission levels to new employees to ensure the content is reviewed before publishing. This is especially useful for sales managers who need to manually adjust the daily price to offer the best value to clients. By doing so, FloEnergy can ensure portfolio managers approve the updated daily rate page.

FloEnergy’s technology stack is built for innovation and reusability. It adds up with AWS powering FloEnergy with improved security, faster load times, scalability, access, and infrastructure management. FloEnergy is ready to amplify and grow into new markets and opportunities.

Renewable and reusable

With the push from the Singapore government to switch to cleaner energy sources, there is an increased awareness and demand for renewable energy procurement. As a relatively new open electricity market, there is still a need to educate the audience and provide learning content to explain green energy and how to obtain it. Being a renewable electricity retailer, Flo has to raise awareness, build trust, and establish credibility.

Aside from the unique product offering and competitive pricing, dynamic content helps Flo attract its target audience's attention. Storyblok enables the marketing team to deliver correct messages at the right time and capitalize on market opportunities. This strategy enabled the company to triple in size in just one year.