Skip to content
Marketech APAC
  • About Us
  • Reports
  • Events
  • Contact Us
SUBSCRIBE
  • MARKETING
  • TECHNOLOGY
  • PLATFORM
  • SME
Marketing APAC
No posts found

E-Commerce Marketing Series: Immersive and interactive—why retail marketing in 2024 must embrace hybrid

by Keith Ho

-

June 25, 2024

E-Commerce Marketing Series: Immersive and interactive—why retail marketing in 2024 must embrace hybrid

In Asia-Pacific retail, everything is a storefront and the door sign is never turned ‘closed’. This is the reality of commerce and marketing today whereby consumers can shop for over 24 hours without leaving their homes. However, this is not to say the brick-and-mortar experience is dead; far from it in fact, but is ripe for significant transformation. 

Despite the mass explosion of digital and social media commerce, APAC consumers still enjoy the physical shopping experience. Indeed, the majority of consumers prefer to mix both online and offline shopping. Indeed, many consumers no longer even see them as separate pillars. Brick-and-mortar, e-commerce and social commerce are, in fact, just commerce. The question is, however, how do brands and marketers merge them to provide a seamless omnichannel experience to consumers?

Over the past decade, e-commerce and social commerce have exploded, with many traditional stores pivoting rapidly to meet online demand. However, the COVID-19 pandemic laid bare humans’ fundamental need for sensory experiences, especially touch. Indeed, according to a report from IBM, touch and product interaction influence the purchase decisions of over half of consumers. As a result, retailers are now increasingly re-embracing the physical shopping experience – albeit with a digital twist.

Notably, RPG Commerce Group, a direct-to-consumer (DTC) startup home to drinkware and cookware brands Montigo and Cosmic Cookware, began purely online business at the height of the pandemic lockdowns but has since ventured into physical retail. Today, it has physical stores in Malaysia and Singapore that feature interactive displays, demonstrations, personalised customer service and customised products such as engravings and hand-drawn limited editions by Malaysian artist Fawwaz Sukri.

Bistro Bytes, meanwhile, has perfected the omnichannel experience by allowing customers to mix and match orders from either in-person at various kiosks in the mall or through a single mobile application – KLIK by Keppel. 

Any retail vertical can benefit from these kinds of hybrid experiences. The trick is to find the right model that fits both the needs and interests of your target demographic and meets them at their convenience. 

The rise of ‘retailtainment’

Traditionally, storefronts have aimed to entice visitors through lavish, eye-catching window displays. But anyone who has gone and bought a bag of cookies after passing a Famous Amos store knows that humans are a highly multisensory species. Gone are the days when visual merchandising was enough to stimulate shoppers. Now, according to recent research, almost two-thirds of consumers want brands to immerse them in experiences that hit all senses.

 However, for many consumers, the physical shopping experience largely falls flat. As many as 70% of shoppers admit that they can’t recall the last time a brand excited them. That is not to say consumers no longer want to shop physically — they just want more from these spaces.

Marketers should not be surprised by these sentiments. Nobel Prize-winning economist and philosopher Daniel Kahneman famously researched that 95% of human decisions are made emotionally. A brand cannot expect to have an emotional impact on a customer without appealing to their senses.

There are multiple ways to achieve this, whether through music, decoration or signature scent. Brands like Nike notably took this to another level with the creation of its Air Max Listening Room, an immersive listening experience designed to capture the music that inspired the product.

Temporary pop-up shops are a hugely powerful tool for digital-only brands or for retailers looking to experiment with new concepts or create a buzz. Pop-up shops and augmented reality experiences can be used to deliver product information, reviews and virtual try-ons.

Marketers can achieve this by creating AR window displays in busy areas where passersby can use their smartphones to interact with products displayed, get detailed information and make purchases without entering the store. To drive conversions, marketers can pair these with an RFID tag for customers to scan to add products to their online cart and buy within a matter of clicks.

Experimenting with this type of experience can have significant brand benefits. Around 80% of retailers that set up a popup said it was a success and nearly 60% intend to do it again.

The AI revolution

Generative AI exploded into our lives less than two years ago and today it remains a top talking point for marketing leaders. Yet, most are still figuring out exactly how to use it. Marketers, technology and business leaders are still to create tangible business cases for building effective GenAI models. Moreover, many are still grappling with its safety implications. 

Nevertheless, 67% of marketers feel positive about the possibilities of GenAI and more than half of marketers are looking to invest heavily in developing A and machine learning capabilities in their business verticals.

Although still in its infancy, retail marketers can still begin exploring genAI and machine learning technology for product discovery and personalisation for consumers based on user history and first-party data. 

Marketers can begin exploring using AI-driven content creation tools to automate product descriptions and marketing copy, but at this stage, will still require a significant degree of human oversight.

Other uses include introducing AI-powered visual search functionality that allows customers to upload images and find similar products on your platform. These can sit alongside voice-activated ads for smart speakers where users can ask questions, hear detailed product descriptions and make purchases through simple voice commands.

Last, but by no means least, marketers can combine AI with AR to provide an immersive shopping experience such as using AR to try on clothes and AI to suggest other recommendations.

Culturally purposeful

Due to the proliferation of information available today, people are hyper-aware of the world around them. As such, brands and companies are held to higher standards and consumers want brands to be purposeful within their cultural context. Globally, 80% of consumers say they make an effort to buy from companies that support causes important to them. However, consumers are also discerning whether a brand is showing genuine support or is simply capitalising on a cause.

Brands are now walking a tightrope of being called out for staying silent on issues and for speaking out and appearing disingenuous. Learning how to navigate this tightrope is still a work in progress.

However, these are some tactics that can help brands take a genuine stand on social causes that matter to them. One is to create dedicated sections for products that support social causes, such as Australian retailer The Iconic’s ‘Consider’ clothing section. Marketers can track these sections with real-time impact tracking to show customers the direct results of their purchases.

Brands can also create transparency reports on sustainability efforts and social impact directly on e-commerce platforms. They can also partner with artists and community leaders to create exclusive product lines that reflect cultural heritage, offering unique stories behind each product.

Staying ahead of the competition is challenging for retailers in 2024 as new retail providers emerge regularly and attempt to undercut the market. Marketers indeed may find themselves in a heated battle between rivals, e-commerce players and even social media influencers. 

However, it is evident that consumers no longer want to simply scroll and click when they shop. The demand for physical experiences is real and marketers are now in a position to use technology to take these to the next level.

This thought leadership is written by Keith Ho, Strategy Lead at NP Digital Malaysia

MARKETECH APAC is leading the conversation on the future of e-commerce marketing strategies this 2024 and beyond with the E-Commerce Marketing in Malaysia 2024 conference on July 25, 2024 at Sheraton Petaling Jaya and the E-Commerce Marketing in the Philippines 2024 conference on August 14, 2024 at Crowne Plaza Manila Galleria. Join us and become an integral part of a dynamic community committed to pushing the boundaries of innovation and fostering unparalleled growth in the e-commerce domain.

Related Tags E-commerce Social Commerce retail marketing NP Digital E-Commerce Marketing Series
Share this article

Related Articles

View All
E-Commerce Marketing Series: Driving impact on e-commerce success through effective digital customer experience
Technology APAC
E-Commerce Marketing Series: Driving impact on e-commerce success through effective digital customer experience
June 11, 2024
By MARKETECH APAC
Seamless retail is now the new benchmark for tomorrow’s sellers in APAC: report
Marketing APAC
Seamless retail is now the new benchmark for tomorrow’s APAC retailers: report
June 6, 2024
By Brandon Yulolo
npdigitalxsearchguru
Marketing APAC
NP Digital strengthens APAC presence with SearchGuru acquisition agreement
June 5, 2024
By Aliza Carmona
NP Digital continues APAC expansion with strategic key hires
Marketing APAC
NP Digital continues APAC expansion with strategic key hires
March 21, 2024
By Teddy Cambosa
From AI to data-driven marketing strategies: here’s what marketing leaders say is next for marketing in APAC this 2024
Marketing Featured APAC
From AI to data-driven marketing strategies: here’s what marketing leaders say is next for marketing in APAC this 2024
March 4, 2024
By Teddy Cambosa
MARKETECH-PHOTOS
Marketing APAC
NP Digital strengthens APAC presence with key appointments in Hong Kong, Malaysia
October 16, 2023
By Aliza Carmona
No posts found

Featured Articles

View All
E-Commerce Marketing Series: Mondelēz PH’s Emmanuel Cruz on strengthening e-commerce approach through understanding consumer behaviour
Marketing Featured Southeast Asia
E-Commerce Marketing Series: Mondelēz PH’s Emmanuel Cruz on strengthening e-commerce approach through understanding consumer behaviour
June 14, 2024
By Brandon Yulolo
E-Commerce Marketing Series: ASUS’ Eddie Teng on enhancing first-party data to improve the e-commerce, retail relationship
Marketing Featured APAC
E-Commerce Marketing Series: ASUS’ Eddie Teng on enhancing first-party data to improve the e-commerce, retail relationship
June 6, 2024
By Teddy Cambosa
ECOMM-Dheeraj
Marketing Featured Southeast Asia
E-Commerce Marketing Series: Mastercard’s Dheeraj Raina on e-commerce trends and tech transforming the SEA payments scene
June 5, 2024
By Aliza Carmona
What’s NEXT Interview: Teads’ Marc Zander on navigating the new era of contextual advertising through AI-powered, cookieless strategies
Marketing Featured Partners Global
What’s NEXT Interview: Teads’ Marc Zander on navigating the new era of contextual advertising through AI-powered, cookieless strategies
May 27, 2024
By Teddy Cambosa
Ecommerce-Marketing-2024-New-Hero-Image
Marketing Southeast Asia
MARKETECH APAC pioneers ‘E-Commerce Marketing’ conference in PH, forwarding dialogue on future of commerce
May 2, 2024
By Aliza Carmona
ECommerce Malaysia_Hero image
Marketing Featured Southeast Asia
MARKETECH APAC kicks off ‘E-Commerce Marketing Series’ in Malaysia, sparking discussion on the future of e-commerce
April 19, 2024
By Brandon Yulolo
No posts found

Most Recent Articles

bacha coffee concept store HK launch
Bacha Coffee opens first flagship store in Hong Kong at Harbour City
May 9, 2025
Aliza Carmona
No posts found
L'Oréal Travel Retail debuts first SkinCeuticals A.G.E. Lab at Changi Airport T3
May 9, 2025
Fatima Baduria
KL Wellness City, PUMM team up for wellness-driven productivity talk for entrepreneurs, corporates
May 9, 2025
Teddy Cambosa
Dentsu India appoints John Thangaraj as chief strategy officer for creative & media
May 9, 2025
Aliza Carmona
Samsung highlights power of AI in latest global advertising campaign with BBH Singapore
May 9, 2025
Fatima Baduria
Crikey’s latest campaign with DDB Melbourne shows why they’re the real election winners–kind of
May 9, 2025
Teddy Cambosa
No posts found

Subscribe Now

Agreement(Required)
This field is for validation purposes and should be left unchanged.
Marketech APAC
We deliver the latest marketing news, trends, and best practices that serve everyone in the industry whether you’re from small or big enterprises.

Office

14i Seville Tower, Circulo Verde Phase 1, #70 Calle Industria, Brgy. Bagumbayan, Quezon City, 1100 Philippines +63 917 319 5762
+63 917 319 5762

Follow Us

Facebook Linkedin Youtube Spotify

Content Pillars

  • Marketing
  • Technology
  • Platforms
  • SME

The Publication

  • About Us
  • Contact Us
  • Terms and Conditions
  • Privacy & Cookie Policy
  • Events
  • Reports

Geographical Scope

  • South East Asia
  • East Asia
  • ANZ
  • SouthAsia
  • APAC
  • Global

Events

What's NEXT in Marketing Series
  • Singapore
  • Philippines
  • Hong Kong
  • Indonesia
  • Malaysia
Retail & E-Commerce Innovation Series
  • Malaysia
  • Philippines
  • Indonesia
Advertising Technology Asia Series
  • Philippines
  • Singapore
Awards
  • Empowered Women Awards
  • Marketing Technology Awards
  • NEXT Awards
  • Indonesia
  • Philippines
  • Malaysia
  • Singapore & APAC

Join our APAC marketing community

Subscribe to our newsletters to get the latest marketing news in the region.

Agreement(Required)
This field is for validation purposes and should be left unchanged.
© 2025 MARKETECH APAC. All rights reserved.
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions. Cookie settingsACCEPT
Privacy & Cookies Policy

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Non-necessary
Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.
SAVE & ACCEPT
Home
About Us
Write for Us
Contact Us
Subscribe
Facebook Linkedin