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Marketing Featured Southeast Asia

Hygiene spending top priority among Filipinos upon disaster aftermath

Manila, Philippines – In times of distress and disaster aftermath, a large majority of Filipinos are purchasing more hygiene-related products, alluding to associating beauty and hygiene with dignity and self-respect even in times of hardships. This is according to the latest data from data analytics platform Packworks.

According to the data, 18% of the average total sales volume of sari-sari stores were hair care products. Laundry supplies and tools saw the second highest portion of average sales with 16%.

Other top priority purchase types of items purchased include breakfast items such as tea, coffee and creamer, and oats and cereals covered 14% and 13% of the total average sales, respectively.

The data also notes that spending on shampoo and hair conditioner grew amid the occurrence of three natural disasters such as Typhoon Odette in December 2021 (Leyte), Taal volcanic eruption in March 2022 (Batangas/Cavite), and Abra earthquake (Abra) in June 2022.

The remaining total average sales of other sari-sari store items were evenly spread out to other fast-moving consumer goods (FMCGs) such as ready-to-eat beverages, snacks, instant noodles, canned goods, cooking essentials, and body and oral care items.

There were also specific purchasing trends on several events, including more than 50% uplift in the hair care category during the period of the Taal Volcano unrest around last week of March, and a 50% to 60% increase in food spending, specifically noodles and cooking essentials, after Typhoon Odette hit Leyte.

Andres Montiel, head of data at Packworks, said, “The Philippines is a regular target of natural disasters because of its location at the Pacific Ring of Fire. Residents at the epicenter opt to buy their immediate necessities from a nearby ‘sari-sari’ store rather than go to big supermarkets.”

He added, “The analysis on the sari-sari stores becomes more valuable to track what items are deemed to be essential upon the occurrence of such natural disasters. This can be helpful in demand planning and product seasonality on the brand principal’s end.”

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Marketing Featured Southeast Asia

Cross-border purchases take up majority of shopping behaviour amongst Singaporeans

Singapore – A large majority of Singaporeans buy some of their favourite brands and products internationally, or do cross-border shopping. This is according to the latest study conducted by global financial technology company PayPal.

According to the report, about 79% of Singaporeans do cross-border shopping. Within it, the top three countries where most of these cross-border purchases come from are China (56%), USA (29%), and South Korea (19%).

When asked why they do cross-border purchases, 54% said that they get better prices when cross-border shopping. Meanwhile, 48% say that these products are not available locally, and 39% use cross-border shopping to discover new and interesting products.

In terms of what types of products they buy overseas, 44% of those purchases are clothes, 22% are consumer electronics and 18% are cosmetics. Meanwhile, 84% of those purchases are made through an online marketplace, 36% on the brand’s website and 34% on the retailer’s website.

Around 58% of these cross-border purchases were discovered via search engines, 44% from friend and family recommendations, and 43% from social media advertisements.

“Buyers are driven by convenience, so complicated shopping experiences are less likely to win over buyers. Make sure you optimise, enhance, and invest in your mobile user experience and purchasing journey. For example, digital wallet payment options streamline the process and will be recognised in a market that has such a focus on convenience,” the research stated.

It also added, “The mobile commerce market in Singapore dominates the online shopping space, with the highest smartphone penetration in Southeast Asia. If a cross-border merchant is looking to succeed with buyers, they should ensure that every aspect of the mobile commerce experience, from browsing to payment options, is optimised to be mobile-friendly. Technology will continue to improve, and brands are going to need to keep up.”

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Marketing Featured ANZ

Necessity drives Kiwis’ consumer spending this year as cost-of-living rises

Auckland, New Zealand – As the cost of living rises and household budgets are put under pressure, necessities drive consumer spending in New Zealand, according to JCDecaux New Zealand’s IRIS audience research.

According to the research, 58% of respondents are planning to stop buying everyday luxury items, and 47% of respondents plan to adopt more home brands. In addition, 40% of respondents will only buy trusted brands, and 77% of respondents claim price is the main consideration when choosing between similar products.

In terms of shopping behaviours, online grocery shopping is growing: it’s also more considered and less impulsive than in-store shopping. FMCG marketers must consider how they reach and influence online shoppers, who typically tend to be younger. In addition, People are thinking about upcoming meals while they are driving, and that large format OOH impacts audiences on obligatory journeys, when they are making mental shopping lists of the things they need.

For Victoria Parsons, senior strategy and insights manager at JCDecaux New Zealand said: they noted that 91% of respondents have their household budgets being stretched and a quarter of respondents reporting that they are actively cutting back. 

“For New Zealanders noting reduced disposable incomes, grocery shopping is an easy place to make cuts. Shoppers are increasingly paying close attention to what goes onto lists and intro trolleys. It is interesting to understand consumer perceptions as to what is a necessity and what is a luxury; we see consumers justifying brand purchases as necessary for quite personal reasons,” Parsons said.

She added, “Out-of-home can be a powerful platform to impact and influence in-store and online shoppers throughout the day while they are mentally planning their shopping lists. 83% of survey participants agree that brands that advertise on Large Format are quality brands, which is key for consumers to overcome price sensitivity and avoid replacement by home brands.”

Meanwhile, Gary Rosewarne, sales director at JCDecaux New Zealand, commented, “What consumers deem an everyday luxury is interesting. Respondents told us items such as coffee and tea, bread, self-care and dairy are non-negotiable in terms of buying favourite or quality brands, whereas for canned and frozen goods, and cleaning products, people are shopping the category based on price. Luxury does not mean premium, it means moments where you expect quality FMCG experiences and won’t trade down – you justify the price premium.

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Marketing Featured APAC

Around 73% of APAC consumers say they still trust traditional banks over digital ones

Singapore – Despite the rising number of digital-only banking offerings, around 73% of consumers in the Asia-Pacific region still trust traditional banking systems, compared to the 44% of consumers saying they trust digital-only banking systems, according to the latest data from YouGov.

While 82% of Indonesians trust traditional banks, only around 38% trust digital-only banks. Similarly, 78% of Singaporeans trust traditional banks, and 37% trust digital-only banks. 

Meanwhile, confidence in digital-only banks is highest among consumers in Australia and India – where trust is at most 21% points lower than that for traditional banks. Around 62% of Australians trust digital-only banks versus 75% for traditional banks, while 51% of Indians trust digital-only banks versus under 72% for traditional banks.

Lastly, in China and Hong Kong, trust in digital-only banks lags that of traditional banks by 30% and 37% points respectively.

In terms of Gen Z consumer behaviour, trust in digital-only banks lags traditional banks the most among Gen Z consumers in Singapore by 29 points and Hong Kong by 26 points – above the APAC average of a 19-point trust gap – less so in Indonesia by 13 points and Australia by 8 points.  

Meanwhile, around 39% of Gen Z consumers in Hong Kong trust digital-only banks, significantly lower than that of the APAC average of 48%. Additionally, Gen Z consumers’ trust of traditional banks is also significantly lower in Australia, around 53%, but significantly higher in Singapore at around 79% when compared to the APAC average of 67%.

Among millennials, 72% trust traditional banks while around 47% have confidence in digital-only banks. Trust in digital-only banks lags traditional banks the most among Millennial consumers in Hong Kong and Singapore, both by 33 points– above the APAC average of a 25-point trust gap – less so in Indonesia by 22 points and Australia by 15 points. 

Notably, millennial consumers’ trust of digital-only banks in Hong Kong of 37% and Singapore of 40% is significantly lower than that of the APAC average of 47%. Additionally, Millennial consumers’ trust of traditional banks in Australia of 61% is also significantly lower than that of the APAC average of 72%.

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Marketing Featured Southeast Asia

Nestle, Lee Kum Kee top MY seasoning brands 

Kuala Lumpur, Malaysia – In terms of which brands in the Malaysian market lead the seasoning, dressings and sauces market, they would be Nestle, Lee Kum Kee and Mars Incorporated. This is according to the latest data released by global data and analytics company GlobalData.

According to the report, the Malaysian seasonings, dressings and sauces market is projected to grow from MYR2.2b (US$527.4m) in 2021 to MYR2.7b (US$664m) by 2026 at a compound annual growth rate (CAGR) of 4.5% over the five-year period of 2021 to 2026.

It also noted that the per capita expenditure on seasonings, dressings and sauces in Malaysia increased from US$6.4 in 2016 to US$7.8 by 2021, and is further forecast to reach US$9.4 by 2026, which will be higher than the regional average of US$9.1, and lower than the global average of US$13.8.

In terms of where these products are distributed, hypermarkets and supermarkets were the leading distribution channel in the Malaysian seasonings, dressings and sauces sector in 2020, followed by convenience stores, and F&B specialists.

For Siddhartha Rodrigues, consumer analyst at GlobalData, the rise in home cooking since the onset of COVID-19 is driving the demand for seasonings, dressings and sauces, which serve as cooking sauces, table sauces, and as ready-to-consume table dips. He added that consumers are looking for high quality products in convenient formats that can easily endow the flavour of restaurant-quality dishes to home-cooked meals and snacks

“As the pandemic wanes, consumers are poised to venture out of their homes more frequently. Owing to their hectic lifestyles, young consumers are seeking healthier seasonings, dressings & sauces with novel flavours in convenient formats that can help them reduce the time spent in preparing and cooking dishes at home,” he said.

Rodrigues added, “They are seeking traditional and innovative flavours that can elevate the taste of home-cooked dishes and snacks and enhance the overall at-home consumption experience. Manufacturers need to expand their product portfolio with multiple flavours to meet the varying demands of consumers.”

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Marketing Featured Southeast Asia

Latest report unveils how marketing tactics affect buying decisions for formula milk in Vietnam

Vietnam – A new report by the World Health Organisation (WHO), in partnership with the United Nations Children Emergency Fund (UNICEF) and M&C Saatchi, has unveiled how aggressive marketing tactics have drastically changed how mothers decide as to what formula milk they would like to buy.

In Vietnam, around 92% of Vietnamese respondents say that they have been exposed to marketing tactics related to formula milk in the preceding year. In regards to the top channels where formula milk marketing is seen or heard among mothers, the top three channels in Vietnam were TV (86%), YouTube (35%), and social media (35%).

Another type of marketing tactic mothers often see are free samples, with 28% of respondents saying they receive free samples of formula milk in hospital, 22% receiving free samples of formula milk outside hospital, and 35% from either of them.

Almost one in five women in Vietnam (19%) reported seeing promotional booths in a health setting, offering women promotions, ‘advice’ and free samples, often in exchange for women’s contact information to allow companies to follow up later with consultation calls and promotions. Following that, formula milk representatives contact consumers online, through social media, and on the phone, and present themselves as legitimate sources of advice and support for women.

The report also noted that marketing campaigns in several countries focused on how domestic products are more “tailored to local stomachs” than international products to counter the influence of foreign brands gaining traction with women and health professionals.

“Formula milk companies use sophisticated techniques and misleading messaging to market their products, including scientific language and imagery, pain points, and emotional and aspirational appeals. They also assume a friendly, supportive role to pregnant women and mothers, exploiting vulnerabilities to gain access and increase sales,” the report said.

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Main Feature Marketing Partners Southeast Asia

Brands, conquer the Malaysian market with this all-embracing local consumer report

Malaysia – Rich in culture with an open and diverse community, Malaysian consumers exhibit a unique set of values and behaviour. To conquer today’s Malaysian consumer in an increasingly competitive market, brands and companies must step up to learn every nook and cranny of what makes this market tick. 

The pandemic had been the most significant shift in the market in the past two years. In finding new ways of engagement and gratification, consumers had to adapt, form new behaviours, and consequently, give birth to new trends and patterns.

According to the latest e-conomy report by Google, Temasek, and Bain & Company, there have been three million new digital consumers in Malaysia since the start of Covid. This signals that Malaysians are now recognizing a whole new need and, therefore, will expend their attention and energy on an entirely new space – digital – and more specifically, e-commerce. 

Recognizing this, affiliate marketing Commission Factory and MARKETECH APAC have teamed up to present the Malaysia Market Insight 2022, which delivers to be the extensive one-stop report that brands and industry players can refer to in order to get ahead of the game and win today’s Malaysian consumer – to do the right thing, be at the right place, and at the right time.

“The e-commerce market in Malaysia is large and one of the fastest growing digital economies in SEA. Businesses aiming for successful expansion into the Malaysian market should prepare themselves with cultural and economic insights to help learn about the market and localise themselves. Our report is a great tool for businesses to better understand how to unlock the market’s potential, from both retailer and affiliate partner point of view,” said Amanda Calkins, publisher development team lead at Commission Factory.

The Malaysia Market Insight 2022 combines and makes sense of leading local and regional statistics and insights to deliver a deep dive into Malaysian consumer behaviour and helps companies reach this diverse market in the most authentic and effective way possible.

This report is specially designed for e-commerce retailers that want a snapshot of the Malaysian market. It is also suitable for brands wanting to venture inside the Malaysian market and those currently operating in the market itself; moreover, the report looks at the Malaysia affiliate and partnership landscape.

The report is divided into two main parts: ‘Malaysian Values’ and ‘Shopping Habits’. ‘Malaysian Values’ guides not just local but also international brands to be culturally aligned with the market, while ‘Shopping Habits’ looks at the main themes of Malaysians’ consumption preferences.

Some of the top values that Malaysians hold dear are ‘Face’, the value of appropriateness; the importance of group considerations – collectivism over individualism; and also the strength of ‘social hierarchy’ where age, education, as well as the assets one possesses determine how one treats another.

On ‘Shopping habits’, the report tackles how Malaysians are weighing their options online vs offline and how cross-border e-commerce is growing massively in importance to the market. The report also discusses seasonality as a constant vital feature of Malaysian shoppers’ journey, with the country inherently having a multitude of holidays in a year. 

MARKETECH APAC’s Editor Shaina Teope comments, “With the fast changes this pandemic, consumers’ needs and demands have become more nuanced, begging for a more granular approach from brands. This is where the importance of targeted and overarching reports like the Malaysian Market Insight comes into play. The report takes a 360-degree view of the Malaysian consumer, looking at the values and culture shaping him, and how this affects the way he lives out his consumption patterns.”

Download the report here

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Marketing Featured East Asia

Young Japanese consumers discuss investment, asset management more than ever

Tokyo, Japan – Investment and asset management has become the norm for people to grow their money, and more and more young people in Japan are showing interest in these topics and discussing them more frequently with their peers, new research from comprehensive real estate service platform RENOSY shows.

More than 70% of the young people in their 20s interviewed say that they do discuss asset management with their friends while only 30% of the older generation in their 50s discuss it. In addition, around 60% of interviewees in their 20s said that they do not worry about the assets build-up arrangement they are doing for now.

However, around 80% of the people interviewed answered that they feel they do not have enough money to support their lives after retirement relying on pension only.

In terms of the average amount they are willing to spend on investing, the average amount of investment for the younger generation is about ¥50,000 per month, while the older generation responded to an average of ¥150,000 per month.

“Since asset management will become part of the new high school curriculum starting from April 2022, we are expecting to see the younger generation become more cautious and familiar with money,” RENOSY said in a press statement.

In terms of the woes of the respondents in regards to having enough money to support investment after their retirement, the company remarked, “As people tend to live longer nowadays, the issue of finance after retirement will become a more and more serious problem for most people. As a result, we could see from the research result that 87% of the people we interviewed feel anxious about the financial arrangement after retirement.”

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Premium Main Feature Marketing APAC

What’s NEXT: The top personalization strategy for the increasingly nuanced consumer

Last 2 December, MARKETECH APAC, in partnership with Adzymic, gathered marketing leaders from top brands in the Philippines to discuss the future of personalization in marketing in 2022.

Moderated by Marilyn Romero-Ventenilla, senior director for communications and marketing at Teleperformance Philippines, the panel roped in Allenie Caccam, head of marketing of AirAsia Philippines; Anvey Factora, the head of marketing communications, e-commerce and retail at Canon Philippines; and Mark De Joya, chief operating officer of Max’s Restaurant.

Data – leveraging it to learn and adapt to the nuances of the consumer – this is what all marketers agree as the sureshot personalization strategy that will sail brands in the right direction, no matter what the changes will be in 2022.

Factora of Canon Philippines said in the panel that planning way too ahead would turn counterproductive to the situation at hand since the consumer is rapidly changing in tandem with the fast shifts in the pandemic. Coming up with multiple strategies then would be the best approach.

“I think the best approach or strategy is to come up with multiple strategies that you can realistically activate in this constantly evolving world that we all have right now because at the end of the day, if you plan in advance, maybe a year, it may not be as effective as it could be in the next three weeks or two weeks because of all the lockdowns happening, because of all these pandemic variants coming into the picture,” said Factora in the panel. 

When the pandemic struck in 2020, Canon Philippines greeted a boulder of a challenge with the creative and imaging industry being one of the badly hit industries. Since local travel came to a halt and events all pivoted to virtual, there had been less reasons for people to buy and invest in imaging products. 

Caccam of AirAsia Philippines, on the other hand, shared what the airline industry had to deal with in order to retain consumers amid shut local and international travel. Being a highly regulated sector, Caccam shared that answering to multiple stakeholders became a top challenge for AirAsia. Aside from thinking of ways to keep the airline in consumers’ top-of-mind, it also inevitably carried the responsibility to build up the confidence of travelers as travel gradually reopens.

“So when the pandemic hit, everything was constantly changing; from safety protocols to travel regulations, imagine the coordination that needed to happen for us to personalize our marketing efforts. It was definitely a challenge.” 

Max’s restaurant, a well-known local F&B brand in the Philippines, meanwhile, was thrust fast into digital transformation during the pandemic. Its COO Mark De Joya on the panel shared that from being an analog brand, it has become something that is very much reliant on digital fulfillment.

Leveraging data acquisition in 2022

With the consumer now becoming more unpredictable due to the rapid changes in lifestyle, it demands brands be more granular and targeted in their approaches; and marketing leaders agree that this can be achieved by continuously obtaining real-time data.

Caccam said, “I think personalization based on data will help us offer the right product at the right time [and] at the right price. So this is hard but by listening to customer pain points from different channels and combining it with data trends, I think brands can stay relevant.” 

Moving forward in the pandemic, consumers would be zeroing in on brands that bring greater convenience considering the inevitable distress the current situation is causing them. With this, Caccam also believes being a one-stop-shop for customers would be a crucial determinant of how they choose what brands to trust.

“So it’s really creating that personalized trust and being a one-stop-shop for your customers especially because I’m in the airline industry and you know our product is basically really good service, so I think that’s one personalization strategy that I would stick with coming into 2022 which is a recovery period for our industry,” said Caccam.

This is also something that De Joya agrees with, especially that Max’s is part of a larger group together with local and franchised F&B brands.

“Personalization comes from having more and more parts to stitch together and with the array of brands we have, covering separate cohorts and different territorial strengths [has grown in importance],” said De Joya. 

De Joya adds how the current times present a good opportunity to experiment combining brands, or for that matter, services together in order to create a new value for consumers. 

“We have such a great opportunity here to blend our brands together and make sure that if I’m not eating Sinigang today and I want to eat pizza tomorrow, and I want donuts on the weekend, [we] are able to blend together the branded offerings,” said De Joya. 

De Joya further comments, “So our definition of personalization here is understanding that there is more to life than the dish in front of you or the particular dish that we’re craving. It’s an integrated ecosystem of different brands which leads to several service platforms that we had to come up with…just to be able to make sure that we’re all able to offer that variety.”

While on the maturity of data acquisition, De Joya says, “I think [data] is something that we have truly invested many resources into. We really [are] able to identify the nuances in the behavior of our customers now not just the basic stuff like frequency, recency, [or] basket size but even trying to get the nuances [such as] what sort of dishes do they favor [and] what are the cross-brand usages that they have.”

With this, Factora agrees, “Data remains to be king when you [personalize] campaigns. You have to understand really how your customers are, how the data would be helpful to that campaign. I think the best approach in terms of creating a holistic strategy towards personalization is number one, properly understand your data. Having the right platform is important [together with the] right message and right channel.”

The panel was part of the webinar What’s NEXT: Digital Marketing in the Philippines which was held last 2 December 2021. Register here to gain on-demand access.

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The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT. This features marketing leaders sharing their marketing insights and predictions for the upcoming year. The series aims to equip marketers with actionable insights to future-ready their marketing strategies.

If you are a marketing leader and have insights that you’d like to share with regards to the upcoming trends and practices in marketing, please reach out to [email protected] for an opportunity to have your thought-leadership published on the platform.

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Main Feature Marketing Featured

Don’t just sell online: Listen, audit, and transform the journey

The retail landscape in APAC is very diverse and distinct from the rest of the world and has evolved considerably since the onset of Covid-19. The global pandemic has led to an explosive growth in the e-commerce industry, with consumers across the APAC region having shifted their shopping habits online to cater for life under pandemic related-lockdowns and restrictions. These new behaviors are here to stay.

Malaysia is the digital pulse

At the current rate of e-commerce growth, Malaysia is set to become the ASEAN digital pulse. With strong government support, the country has paved its way into e-commerce acceleration. A young population and social media growth have also aided the development of e-commerce in Malaysia. 

Reprise in collaboration with Google, recently released a consumer study into online shoppers buying behavior and preferences across the APAC region, interviewing 13,000 shoppers. The study uncovered that 66% of online shoppers in Malaysia are willing to try new brands and may not be loyal to any one brand, while perceived value for money and promotions are the second reason Malaysians prefer to shop online.

Infographic from Reprise

Meanwhile, the most common reason, apart from shipping fee/time, for not buying products online across all product categories is the ‘inability to touch and feel before buying.’ This was also the reason cited by more than half of online shoppers for buying clothing, shoes, and accessories.

Promos, browsing offline & what we see is what we want

Malaysians are hungrier than the rest of their Southeast Asian counterparts, and the growth statistics demonstrate it. The frequency of buying is much higher in Malaysia compared to the APAC average, and rather than impulse, Malaysian online purchases are promo-driven. Two key things that are seen happening are that women are more experimental, and men are more loyal; and Malaysians prefer to browse offline before coming home to buy online.

Reprise infographic-2
Infographic from Reprise

The study looks at some categories of interest. With grocery, it is observed that Malaysians are most concerned about the look and feel of final products compared to what is shown. This is an indicator that the category needs to evolve more as Malaysians are disappointed when they do not receive what they perceived to see.

The study also indicates that categories like pet food, toys, health & beauty, and automotive do not require store trials as much as categories like furniture, appliances, and fashion, which shows there are numerous opportunities for brands to grow the commerce route for themselves, now more than ever. This indicates that while some categories have evolved to not require store trials, more categories will likely follow suit with greater usage of augmented reality and other technologies which will improve and enhance the virtual shopping experience.

The customer journey is the holy grail

What all of this shows is that consumers expect the same level of experience across platforms, regardless of whether they are online or offline. It boils down to how the experience is crafted online and requires thought to go into it, much more than just listing and selling, for the brand to create an overall online shopping experience. This experience is what brands need to focus on heavily, beyond media.

With this growth in e-commerce, brands need to now look at replicating the physical store experience for consumers, to ensure customers don’t drop off in the time it takes them to move from in-store to home. While growth in e-commerce means there is a need to create new channels for brands, with or without minimal cannibalization of existing channels, there is a bigger need for brands to look at their entire journey. 

Auditing the complexities of e-retail

In today’s world, the e-retail space has tangled into one another, making the customer journey more complicated – e.g. mobile searches when in a retail outlet prior to making an offline purchase for price comparison. However, navigating through these complexities is possible when brands dig deep to evaluate their media and non-media assets. By starting with the website and marketplace brand stores which are their flagship stores online, brands can ensure that potential customers have a smooth e-retail experience overall.

A priority for brands should be in minimizing and eliminating points of friction to create an ideal shopping experience. Malaysian consumers have indicated that the shipping and returns process are top pain points.

Build trust, reviews matter

With 46% of online shoppers emphasizing product information for making purchase decisions, optimizing product content on marketplaces has become critical for brands to stand out in the cluttered environment. Every 1 in 2 Malaysians do their product research online using social media platforms, and almost 40% of the online shoppers also refer to online search portal for the same. Which brings the question – how can brands capture the imagination of people online, and how can they maintain trust?

Media channels have evolved to cater to e-commerce with every major digital advertising platform having commerce suites, hence brand engagement, creativity, and innovation continue to be key differentiators. Brands can further build trust by tackling information asymmetry, and consistently displaying content that is true and accurate.

Part of the onus also lies with consumers, as people constantly seek reviews as a key parameter for purchase. The survey indicates that reviews on the website are just as important as those on marketplaces. This is an area of opportunity for brands as good brand reviews will improve customer satisfaction scores and sales.

Brands can empower customers to leave reviews, respond to these reviews, and ensure an ideal brand health score online. In the survey, it is seen especially across the toys and consumer electronics categories, with social media and the online retailer website being the top two sources for research across the category.

The right people & the right strategy

The biggest challenge for brands when it comes to e-commerce is in crafting the e-retail experience, customer engagement, and omnichannel marketing strategy. Additional investments are needed, in terms of resources and talents, however, there is often a lack of proper structure around how each related department works together. While there is an intent to craft the e-commerce strategy, a lack of knowledge is often one of the biggest hurdles.

To overcome this, brands need to focus on a holistic platform strategy to drive a smooth, frictionless e-commerce experience. The role of media will of course remain crucial to driving consumers to brand stores whether D2C or e-retail, but the experience of shopping online will decide the level of success brands can expect to see in e-commerce.

Consumer behavior as we know it from offline retail may change when it comes to e-commerce. The digital e-commerce consumer is likely to behave very differently across existing channels, and there is a need for marketeers to study these digital behaviors to craft the experience. Brands also need to cater to the right information at the right place by having a strong content strategy in place. For agencies working with brands, the objective is to understand e-commerce in the context of each business and share an assessment of requirements with brands to form a journey forward.

Remember… experience, experience, experience

Ultimately an e-commerce offering is about providing an experience. How that offline experience is translated online is what distinguishes one agency from another.

Sujith Rao

This article was written by Sujith Rao, managing director of Reprise for performance & tech.