The campaign seeks to position the group’s pharmacies as accessible and holistic healthcare partners for women across different life stages, with a focus on helping them prioritise their wellbeing amid daily responsibilities.

According to the group, the initiative responds to an ongoing challenge where many women balance multiple personal and professional roles, often delaying their own healthcare needs until symptoms arise. While awareness around health and wellness has improved in recent years, the company noted that many women still tend to seek support only when problems become noticeable.

Through the campaign, CARiNG Pharmacy aims to encourage earlier and more consistent engagement with wellness and self-care. The initiative includes curated offerings across key health and wellness categories such as vitamins and supplements, skincare, NMN, and probiotics to support women’s needs at various stages of life.

The programme also highlights a more holistic view of women’s health by linking internal wellness—including nutrition, hormonal balance, energy, and immunity—with external wellbeing such as skin health, hair care, and confidence. Mental and emotional wellbeing are also emphasised as part of the broader approach, acknowledging the effects of stress and everyday pressures on overall health.

Commenting on the campaign, Wong Siew Lai, Chief Marketing Officer of BIG CARiNG Group, said, “The reality is, most women are not ignoring their health because they don’t care, but simply because everyday they are moving from one responsibility to another, balancing work, deadlines, family and everything in between,”

She added, “What we see across our pharmacies is that many only take action when something feels wrong, when they’re already tired or worried. At the same time, there is also a positive shift with more women starting to ask questions earlier and take a more active role in their health. This campaign is intended to encourage women to take a more proactive and preventive approach to their health, and feel confident doing so in a way that is realistic and sustainable.”

The campaign also involves partnerships with several health and wellness brands, including Herbs of Gold, Lang Bragman, VitaHealth, Kinohimitsu, BiO-LiFE, PureMed, Curatica, Swissmed, Life Factor, Lennox, and Boony & Co, as well as beauty and personal care brands including La Roche-Posay, CeraVe, Cetaphil, and Treecell.

The initiative was officially launched during CARiNG’s women’s wellness event titled “Reset Your Me-Time”, which gathered health experts, partners, and members of the community to discuss proactive and holistic approaches to women’s health.

The event featured a panel discussion with Lim Chee Mun, Head of Product Marketing at BIG CARING Group; Dr Amanda Elli, also known as Dr Unicorn; and Helen Tan, Co-Founder of DoubleWoot, who shared perspectives on health, confidence, and self-expression. A runway showcase by DoubleWoot was also held as part of the programme.

The post CARiNG Pharmacy unveils long-term campaign encouraging women to prioritise health and self-care appeared first on MARKETECH APAC.

The rise of AI, machine learning, and predictive analytics allows for more precise targeting and personalisation, enabling marketers to deliver relevant content and offers that resonate with individual customers. Additionally, the integration of social commerce and mobile-first strategies is becoming essential, as customers expect a consistent and seamless experience across all digital platforms.

As we look forward, marketing leaders must be prepared to navigate a more complex digital landscape, where flexibility and responsiveness are critical to success. The growing emphasis on ethical consumerism and privacy concerns means that transparency, authenticity, and trustworthiness will be crucial components of any effective e-commerce strategy.

As part of our E-Commerce Marketing 2024 series, we recently interviewed marketing leaders across Asia-Pacific to learn more about their actionable insights and advice for brands to elevate their e-commerce marketing strategies.

Check out the line-up of our interviews with APAC marketing leaders under the series:

• E-Commerce Marketing Series: Mastercard’s Dheeraj Raina on e-commerce trends and tech transforming the SEA payments scene

For our first interview on this series, Dheeraj Raina, vice president and head of integrated marketing and communications for Southeast Asia at Mastercard shares in this in-depth interview about evolving consumer behaviours, emerging marketing trends, and key developments in the payments industry and e-commerce marketing in Southeast Asia.

In the interview, he notes how one of the most significant trends in Southeast Asia is the rise of social commerce, and that voice commerce is also gaining traction, driven by the increasing use of audio and voice technologies.

• E-Commerce Marketing Series: ASUS’ Eddie Teng on enhancing first-party data to improve the e-commerce, retail relationship

Over at the consumer electronics scene, Eddie Teng, head of e-commerce for APJ at ASUS details how first-party data is now also being utilised by businesses–especially those with online retail components–to personalise the experience to their online shoppers and give them the right choice to buy.

Moreover, e-commerce will play an even more complementary role to retail. This means that it will continue to cater the needs of omnichannel shoppers in which they experience and shop across multiple channels, offline and online, and ultimately providing consumers the ease of access to owning their products.

• E-Commerce Marketing Series: Mondelēz PH’s Emmanuel Cruz on strengthening e-commerce approach through understanding consumer behaviour

Emmanuel Cruz, e-commerce lead at Mondelēz Philippines, details that as consumer behaviour moves alongside the dynamic landscape of e-commerce marketing, he mentions that e-commerce marketing strategies should always be based on consumer and shopper behaviour.

To achieve this, Cruz also shared that a robust end-to-end omnichannel approach should be present to understand the interplay of offline and online consumer behaviour.

• E-Commerce Marketing Series: AEON’s Ngai Yuen Low on balancing technology and engagement to enhance shopping experience

Meanwhile, Ngai Yuen Low, group chief merchandise and marketing officer at AEON Group Malaysia shared her insights on how to navigate the dynamic retail landscape, emphasising technological advancements, customer engagement, and the future of retail.

For her, marketing strategies are built on a foundation of data analysis to understand and respond to changing consumer behaviours. She also shared how they have to ensure that they have a digital approach to pretty much everything that they do.

• E-Commerce Marketing Series: BIG CARiNG Group’s Siew Lai Wong on striking a balance on customer-first approach in e-commerce

Over at the pharmaceutical scene, Siew Lai Wong, chief marketing officer at BIG CARiNG Group shared insights to better understand how e-commerce marketing strategies play out for a retail brand under the pharmaceutical industry, and what can marketers do to strike a balance between using technology and understanding human behaviour to serve the best campaign to them.

One of the things that Siew Lai pointed out as one of the key trends amongst brands in terms of e-commerce marketing strategies is how they have evolved from seemingly targeting a general audience to catering to the specific needs of customers who return to the brands for a new transaction.

• E-Commerce Marketing Series: Love, Bonito’s Esther Chan on blending efficiency, human centricity for e-commerce marketing strategies

Esther Chan, director of marketing at Love, Bonito discusses why a well-executed e-commerce marketing strategy is no longer optional but a critical component for success and growth in the retail industry.

For her, the key trends influencing e-commerce marketing strategies for fashion retailers like Love, Bonito include influencer marketing, social commerce, and AI integration. They also look specifically at technologies like machine learning, progressive web apps, live-stream commerce and of course, AI to improve their e-commerce marketing strategies.

Looking ahead to 2024 and beyond, e-commerce marketing strategies are set to evolve rapidly, driven by emerging technologies and changing consumer expectations. Marketers will increasingly rely on artificial intelligence and machine learning to deliver highly personalised experiences, while augmented and virtual reality will provide new ways for customers to interact with products online.

As privacy concerns continue to shape the digital landscape, brands will need to prioritise transparency and build trust with their audiences. Social commerce, along with influencer and community-driven marketing, will remain essential for creating authentic connections and driving growth. Ultimately, the most effective e-commerce strategies will be those that embrace innovation while staying attuned to the evolving needs and values of consumers.

The post How brands should improve their e-commerce marketing strategies, as told by APAC marketing leaders appeared first on MARKETECH APAC.

In addition to drawing in new clients, efficient e-commerce marketing helps existing ones at every step of the buying process—from awareness to completion and beyond. Retail businesses can create sustained growth in a highly competitive market by fostering stronger connections with their audience, improving customer satisfaction, and utilising innovative digital tools such as data-driven insights and targeted advertising.

For our latest interview as part of our E-Commerce Marketing Series, we recently spoke with Siew Lai Wong, chief marketing officer at BIG CARiNG Group to better understand how e-commerce marketing strategies play out for a retail brand under the pharmaceutical industry, and what can marketers do to strike a balance between using technology and understanding human behaviour to serve the best campaign to them.

From generic to hyper-personalisation strategies

One of the things that Siew Lai pointed out as one of the key trends amongst brands in terms of e-commerce marketing strategies is how they have evolved from seemingly targeting a general audience to catering to the specific needs of customers who return to the brands for a new transaction.

“Firstly, I am seeing a shift from generic promotions to hyper-personalisation experiences based on individual health profiles, purchase history, and browsing behaviour. This utilises AI-driven recommendations and dynamic content to create a more relevant shopping experience,” she said.

Siew Lai added, “Secondly, customers expect seamless transitions between online and offline channels. Customers expect a seamless experience whether they shop in-store, online, or through marketplaces.”

It is also worth noting as well that seamless experiences with customers allows brands to give customers easier access to their services–and in their case being able to offer healthcare consultations and other medical-related advice.

“The integration of telehealth services with e-commerce platforms is creating seamless customer experiences, allowing for easier access to health care professional consultations to advise on personalised healthcare. In the Big Pharmacy App, we have tele-consultation backed by certified HCP, which integrates tele-consultation, e-pharmacy and e-commerce seamlessly,” she explained.

Expansion of AI and omnichannel to improve marketing opportunities

For Siew Lai, one of the most promising opportunities in e-commerce marketing is the expansion of omnichannel strategies, as well as how AI is set to revolutionise e-commerce marketing by enabling hyper-targeting and personalisation. 

“Customers expect a seamless experience whether they shop in-store, online, or through a marketplace. Additionally, leveraging AI and machine learning to optimise marketing efforts and improve customer insights presents a significant opportunity,” she said.

She added, “Predictive analytics will help forecast demand and optimise inventory, while chatbots and virtual assistants will enhance customer service. Moreover, AI-driven content creation and automation will improve marketing efficiency.”

It is worth noting, however, that there are also challenges in the implementation of these new types of technologies for e-commerce marketing strategies.

“Challenges include navigating regulatory landscapes, as different countries within SEA have varying regulations regarding online pharmacy retail. Another challenge is building and maintaining customer trust in a space where product authenticity and safety are paramount. Lastly, the competition from both local and international players is intense, requiring continuous innovation and differentiation,” she explained.

To solve this, she stated that at BIG Caring Group, they are investing heavily in these technologies, focusing on upskilling their workforce to leverage tech tools effectively. Additionally, she also stated that the company is continuously enhancing their data analytics capabilities to gain deeper customer insights and improve decision-making.

Requiring a customer-first mindset approach

When asked about the balance between human intervention and technology implement, Siew Lai said that investing in AI and automation can free up human resources to focus on more strategic, creative, and relationship-building activities. However, there is also greater need to have the ‘human touch’.

“Striking a balance between efficiency and human centricity requires a customer-first approach. Companies should leverage technology to streamline processes and gain efficiencies, but not at the expense of the customer experience. This means maintaining a human touch where it matters most, such as in customer service and personalized interactions,” she explained.

Additionally, she also said that gathering and acting on customer feedback can help ensure that the technology implementations are enhancing rather than detracting from the customer experience.

In her particular industry, she explains that the e-commerce landscape in the retail pharmacy scene is likely to see significant growth and transformation. For her, they anticipate a greater integration of digital health services, such as tele-consultation, e-pharmacy, with e-commerce platforms.

“BIG Caring Group aims to be at the forefront of this transformation by continuously innovating and adapting to changing market dynamics. We are committed to enhancing our omni-channel presence, expanding our digital health services, and leveraging cutting-edge technologies to improve customer satisfaction and operational efficiency. Our goal is to set new standards in the healthcare ecosystem that allows continuous monitoring of health and well-being, centre around patients self-care,” she concluded.

By focusing on personalised experiences, data-driven insights, and targeted engagement, these strategies transform the online shopping process into a more intuitive and satisfying experience for consumers. This not only increases customer retention and loyalty but also drives higher conversion rates and revenue growth. 

As the digital marketplace continues to evolve, retail brands like those in the consumer pharmaceutical scene that prioritise and innovate in their e-commerce marketing efforts will be better positioned to meet the ever-changing demands of their customers, ensuring sustained success and a competitive edge in the industry.

MARKETECH APAC is leading the conversation on the future of e-commerce marketing strategies this 2024 and beyond with 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.

The post E-Commerce Marketing Series: BIG CARiNG Group’s Siew Lai Wong on striking a balance on customer-first approach in e-commerce appeared first on MARKETECH APAC.