Tag: Omnichannel

Australia – National hardware chain Bunnings has launched its dedicated retail media network, ‘Hammer Media’, offering suppliers and advertisers expanded opportunities to reach millions of customers in-store and online. 

The offering is designed to allow for brands, both retail and trade, to develop deeper connections with Bunnings customers at each step of the shopping journey, leading to more informed purchasing decisions. 

Through its omnichannel approach, Hammer Media will give suppliers access to more than 14 million website visitors monthly, in addition to in-store customers, social media followers and the number one home and lifestyle print publication, Bunnings Warehouse magazine.

Hammer Media will streamline messaging and enhance brand awareness across Bunnings channels such as social media, website, in-store radio, eDMs and in-store screens. As part of the network launch, 300 digital screens have been installed across 150 stores. 

Following trials, Bunnings suppliers have been invited to opt-in to the retail media program, with the first round of advertising in market.

Justine Mills, general manager of marketing at Bunnings, said, “The launch of Hammer Media represents a significant step forward in our commitment to innovation and growth in both digital and retail media.  Take-up and results from trials in Victoria and New South Wales are very encouraging for the future success of the network and returns for our advertising partners.”

It is worth noting that this is the latest brand in Australia to explore retail media opportunities, with Australia Post and Petbarn both tapping oOh!Media to launch their respective retail media networks at a national level.

Singapore – E-commerce platform ZALORA is blending style into modest wear in its ‘ZALORAYA 2025’ campaign. The new campaign is redefining modest wear in the midst of Ramadan, weaving modernity with tradition.

‘ZALORAYA 2025’ builds on the Ramadan tradition of donning festive attire for family gatherings.

Through a short film, ZALORA captures a stylish family wearing its curated collection, turning heads within their neighbourhood. The feature film incorporates humour through characters like a social media sensation grandma and a dad father clad in a contemporary biker look.

Employing an omnichannel strategy, ZALORA moves beyond the digital space to physical pop-up events in Malaysia, Indonesia, and Singapore.

ZALORA’s first-ever physical store will be set up in Kuala Lumpur, where a kampung-inspired fashion show will also be held. Its event in Indonesia will feature homegrown brands, tapping into the market’s national pride. Meanwhile, it will conduct a styling session in Singapore.

As ZALORA champions innovation, it is bringing back designer Syomirizwa Gupta with ‘Lé Chic Raya’ collection, fusing French and Malay heritage.

While promoting inclusivity, ZALORA is introducing plus-size clothes for men under ZALIA Basics. It also introduced an outfit series designed specifically for coordination between cats and cat lovers, called the Lubna Meow Series.

ZALORA’s new collections continue to promote sustainability using eco-friendly and timeless materials, ensuring that festive garments can maintain their wearability even outside of the Ramadan season.

“Fashion is about confidence, joy, and inclusivity. ZALORAYA 2025 celebrates this core cultural experience by offering stylish, accessible options for every family member,” Neha Bhasin, regional brand communications director at ZALORA, said.

Manila, Philippines – Global beauty brand Avon in the Philippines has recently tapped Emmanuel Cruz as its new head of omnichannel. Cruz recently came from Mondelez International, where he was the e-commerce lead for the Philippines.

Aside from Mondelez International, he also previously held e-commerce leadership positions at Wyeth and Bayer, where he aided in improving the omnichannel strategies for these companies, and brick-and-mortar onboarding, digital paid media, social commerce, and performance.

In an exclusive interview with MARKETECH APAC, Emmanuel shares that he will help accelerate Avon’s online and offline retail expansion locally. 

“As we all know, Avon’s legacy has always been on relationship selling, and this entry into retail is a milestone as we make our loved Avon products more accessible to more consumers anytime and anywhere in the country,” he stated.

Creating strategies from the ground up

When asked what specific omnichannel strategies he looks forward to implementing, Emmanuel shares that he wants to create different consumer experiences in their offline and online verticals.

“In any omnichannel strategy, the shopper is always at its core. With this in mind, I’m excited to create a differentiated and meaningful offline and online experience for Avon shoppers with the right products at the right platform,”

At its core, Avon has been about direct selling to customers in real life. Its Avon sales representatives are well-known in the country for offering the latest from the company across multiple product categories, such as cosmetics, skincare, perfume, and personal care products. 

With this in mind, his statement reflects the company’s ongoing commitment to enhancing its offerings across multiple channels, as Avon continues to advance its strategic initiatives while delivering the personalised beauty experience that customers know and love.

Nonetheless, Emmanuel is determined to push through, given his past leadership experiences.

“As what I always impart to my team: First, be agile. Second, test and learn. Third, learn and scale up. Building the e-commerce businesses for Bayer, Wyeth and Mondelez from the ground up taught me these three values I carry with my new role today,” he said.

Navigating omnichannel challenges and opportunities

For Emmanuel, the biggest challenges involve both their competitors and the type of selling being done. “Competitors (both local and global brands) are becoming even tougher with pipeline innovations, campaigns and digital marketing strategies. [Moreover], platforms online [are] ever-so evolving and fast-paced. [Lastly] shoppers [are] becoming more demanding and mindful of purchases,” he stated.

Given this wide array of challenges, he then states that the opportunities for Avon lie ahead in the relationship between offline and online channels. Given that shoppers are browsing online and offline, they can be converted from online to offline as well.

This also explains why Avon in the Philippines has expanded its reach by allowing its sales representatives to go live on TikTok for greater reach while expanding its offline retail network.

A good example of this expansion is Avon’s partnership with Watsons, which kicked off with the brand’s presence in Watsons’ 500 local stores in October 2024.

“Through Watsons, we’re bringing Avon closer to customers who may not have had the chance to experience our products before. Whether you’re looking for your favourite skincare, makeup, body and toiletries, or fragrances, you’ll now find them in Watsons stores nationwide,” he said.

Emmanuel also highlighted how this partnership was a win for its representatives, stating, “This partnership is also a win for our Avon Representatives. By increasing brand visibility and accessibility, we are helping our Reps reach new customers and grow their businesses. We are committed to supporting them as they continue to be the heart and soul of our brand. We invite everyone to visit Watsons and discover the Avon products you love, now even more accessible to you.”

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An effective omnichannel strategy is crucial for augmenting direct sales by seamlessly integrating online and offline touchpoints to create a cohesive customer experience. By meeting shoppers wherever they are—whether through digital platforms, in-store visits, or personalised consultations—brands can build stronger relationships, drive higher engagement, and boost conversions. With Emmanuel on board, Avon aims to improve its standing in the Phillippine market and reach more offline and online customers.

Singapore – Outbrain Inc. has officially completed its acquisition of Teads, merging their branding and performance solutions to form an omnichannel outcomes platform for the open internet.

With the acquisition complete, the new omnichannel outcomes platform for the open internet will deliver results across all screens—CTV, mobile, and web—from branding to performance, operating under the name Teads.

The new Teads will offer one of the largest optimised supply paths on the open internet, focusing on connecting exclusive media environments with data-driven creative. The combined company will use Outbrain’s predictive technology and AI to help marketers achieve measurable results throughout the marketing funnel.

The merger creates one of the largest open internet companies, with a combined advertising spend of $1.7b (FY24) and a reach of 2.2b consumers. Headquartered in New York, the new Teads becomes one of the largest advertising platforms globally, partnering with over 10,000 publishers and 20,000 advertisers, and employing nearly 1,800 people across 36 countries.

Outbrain CEO David Kostman will lead the combined company, while former Teads CEOs Jeremy Arditi and Bertrand Quesada will take on the roles of co-president, chief business officer of the Americas, and chief business officer of International, respectively.

Speaking on the acquisition, CEO Kostman said, “I am extremely excited about this new chapter in our journey. This transformative merger creates a company that directly addresses a large gap in the advertising industry: a scaled end-to-end platform that can drive outcomes, from branding to consideration to purchase, across screens.” 

“Together, we are creating an extraordinary new company, combining the best of both organisations’ deep expertise in omnichannel video branding solutions and performance advertising. The new Teads’ mission is to drive lasting value with an offering that invites marketers to expect better outcomes, media owners to expect sustainable value, and consumers to expect elevated experiences. I want to thank the teams of both Outbrain and Teads, who have pioneered major advertising categories and have built leading global companies over more than a decade. It is their innovation and commitment that have brought us to this moment and will propel us to new heights,” added Kostman.

Co-president & chief business officer Arditi also said, “We’re committed to creating a solution that will harness the untapped opportunity of the open internet and allow all of its constituents to thrive. We believe that by prioritising beautiful creative experiences, trust and transparency in media, and delivery of meaningful outcomes, we can create a stronger ecosystem that provides value for all.”

Outbrain, Altice, and Teads have revised their August 1, 2024, share purchase agreement. Outbrain will pay approximately $900m, consisting of $625m in cash and 43.75m shares of Outbrain common stock. The revised deal eliminates deferred cash payments and convertible preferred equity, reducing the need for debt financing and simplifying the structure.

Additionally, Outbrain will finance the transaction with existing cash and $625m in committed debt financing from Goldman Sachs, Jefferies Finance, and Mizuho Bank, subject to standard conditions. Altice will receive 43.75m shares and nominate two directors to Outbrain’s board, subject to a stockholder agreement with voting and share disposition restrictions.

“The merger between Teads and Outbrain makes a lot of sense strategically. We look forward to exploring the new possibilities this provides us with to reach our audiences in a new and interesting way, to deliver full funnel solutions, and to better business outcomes,” said Sital Banerjee, global head of integrated media, performance marketing, and BMI management at Lipton Teas and Infusions.

Singapore – Global omnichannel media agency Assembly has announced the appointment of Jordan Heathfield as the agency’s vice president of connections and brand experience for the APAC region. In this newly established role, Heathfield will be instrumental in driving the integration of creative and strategic media solutions to deliver true brand performance for clients. 

His appointment reinforces Assembly’s commitment to delivering transformative results for brands such as Lenovo, Marina Bay Sands, and Nike. Heathfield is based in Singapore and will report to Assembly APAC CEO Richard Brosgill.

Heathfield brings over 16 years of industry experience to the agency, having excelled in strategic and client leadership roles across Asia prior to joining Assembly. He has a history of groundbreaking work, including the Volkswagen ‘Deep Fake’ campaign in China, and he served as global brand marketing lead at HP in California, where he spearheaded branding and growth initiatives for HP’s gaming division.

Speaking about his appointment, Heathfield said, “I am thrilled to join Assembly during such a transformative phase. The opportunity to shape and expand Assembly’s capabilities in brand strategy, creativity, and cutting-edge media planning, is incredibly exciting. My ambition is to pioneer the agency of the future where tech, innovation and creativity converge to deliver solutions that exceed client expectations and redefine industry standards.”

Meanwhile, Brosgill commented, “We are delighted to welcome Jordan into our leadership team. This newly formed role is testament to our commitment to deliver true brand performance, shaping connected consumer experiences that create real business impact. Jordan’s wealth of experience, unwavering passion, creativity, and innovation will undoubtedly propel our business and our clients forward. I’m excited for what’s to come.”

Singapore – AI-powered omnichannel conversation suite provider SleekFlow has announced the appointment of Gao Lei as chief technology officer, effective immediately.

With over 20 years of tech leadership at Silicon Valley and tech entrepreneurial experience in AI and Big Data, Lei brings a wealth of expertise in building and scaling engineering teams, developing and operating highly scalable and available infrastructure, and creating innovative products that drive business growth.

Prior to joining SleekFlow, Gao Lei served as the CTO at LinkedIn China, where he was responsible for building and scaling the engineering team to support the company’s rapid growth.

During his tenure, he played a pivotal role in developing several award-winning products that have transformed how businesses engage with their customers.

Gao also holds a PhD in Data Replication/Distributed Systems from The University of Texas at Austin and has been recognized as a thought leader in the technology industry, having been featured in numerous industry publications and conferences.

Speaking on his appointment, Lei said, “I am excited to join the SleekFlow team and contribute to the company’s continued success. SleekFlow has a strong reputation for delivering innovative customer engagement solutions. I look forward to leveraging my experience to enhance the platform further and drive even greater value for our platform users.”

Meanwhile, Henson Tsai, founder and CEO of SleekFlow, commented, “We are looking forward to welcoming Gao Lei to the SleekFlow team. His record of successes in delivering transformative technology solutions makes him the ideal candidate to lead our future plans. We are confident that his leadership and vision will further strengthen SleekFlow’s position as a leading player in the customer engagement space.”

Omnichannel solutions have become essential for organisations hoping to provide smooth and consistent consumer experiences in today’s quickly changing digital market. In contrast to conventional multichannel methods, which frequently function in isolation, omnichannel tactics incorporate every consumer interaction point—website, physical store, social media, and mobile applications—into a single and seamless experience.

In more recent years, artificial intelligence (AI) to these solutions has been monumental in terms of effective reach to customers by brands. By leveraging AI, brands can analyse vast amounts of data from various touchpoints to gain deep insights into customer behaviour and preferences. This data-driven understanding enables brands to personalise interactions at an unprecedented scale, offering tailored recommendations, targeted marketing campaigns, and proactive customer support. 

To learn more about the role of AI in optimising current omnichannel strategies for both brands and marketers, we sat down with Asnawi Jufrie, Vice President & General Manager of Southeast Asia at SleekFlow as part of our Expert Up Close interview series to discuss the trends and technologies influencing the future of omnichannel, and how is SleekFlow contributing into developing new measures for effective omnichannel strategies.

What will influence the future of omnichannel

To begin the discourse on improving omnichannel experiences, Jufrie stressed that the use of AI in omnichannel experiences is based on doing more with less, as brands are looking to increase their revenue while also reducing costs.

For him, there are three key trends for the future of omnichannel: all-in-one, referring to unified and integrated communication channel solutions for brands; AI-powered conversations that refer to smart choices made by AI model integrations to deliver appropriate messaging to customers; and automated workflows that refer to the seamless communication to customers through integrated messaging like call-to-action and quick replies.

Much of these trends for the future of omnichannel are rooted in the rising success of social commerce, with Jufrie citing a Statista study of how global social commerce sales is forecasted to reach USD$8b by 2030–and certainly a promising space to watch out for.

“Since the e-commerce industry has been growing on a monumental scale, social commerce has been a game-changer, it has reshaped the way people discover, engage with and purchase products online. Consumers are now more than ever inclined to interact with brands on social messaging platforms, such as Instagram, Facebook, and WhatsApp, because that’s where most of their daily personal interactions take place,” he said.

How SleekFlow is responding to omnichannel trends and challenges

Jufrie further noted in the interview that SleekFlow’s strength in providing efficient omnichannel relies on hitting the marketing and sales aspect of the ideal customer persona (ICP). In order to hit the target of ICPs for businesses, he enlists three things that should be on top of mind for marketers: lead generation, lead qualification, and lead nurturing/engagement.

These key takeaways–which are part of the overall omnichannel experience–revolve around the ideal acquisition of a potential customer, sorting out using AI on quality leads for sales, and having current customers stay for the longer run through retention and loyalty strategies.

Meanwhile, the three things that should be on top of the mind of marketers in terms of sales revolve around the SCD acronym: speed to lead, collaboration, and data ownership. As sales teams chase quality leads to convert them into retaining customers, there should also be a system where there is a unified solution that encourages collaboration within an organisation in terms of support and marketing.

“Besides sales and marketing, we also recognise the impact that customer support can bring in lead procurement, engagement, conversion and customer retention. SleekFlow aims to help businesses stay competitive and be closely connected with customers from the beginning to the end, and maintain healthy repeat customer cycles,” he said.

Interestingly, he also shares data that customer conversion from a landing page only accounts for 2%, and only 17% converted from those opening an EDM. However, in the case of chat channels, opening rates on WhatsApp specifically account for almost 98%. The question is: how do you execute an omnichannel strategy that will get addressed immediately by the customer?

“The most important thing here is to make sure [that] you’re giving the right copies, the right people with the right messaging. If you can infuse [with] AI as well, you’re saving a lot of time which reduces your cost [and] enables you to increase your revenue, because you are giving people relevant things,” he explained.

By having an effective chat-driven omnichannel strategy, it relieves the business’ pain point in having to switch between different platforms or tools, so employees can focus on faster, more accurate, and streamlined communication on one single platform. On the other end, customers will also experience a smooth journey from discovery to purchase, increasing sales conversions and brand loyalty.

“SleekFlow incorporates both automation workflows and AI chatbot, along with other AI features such as writing assistant, smart reply and data-driven AI insights and analysis. Sales & marketing teams and customers can benefit from this, as it saves a significant amount of time on all ends, enhancing productivity, optimised engagement, and the overall chat experiences,” Jufrie further explained.

Engaging with customers effectively to build loyalty through AI integration

When there’s a discussion about building loyalty, Jufrie stresses the importance of having the support team also aiding in the process, as they will be responsible for promoting repeated purchases–the ultimate goal of loyalty. For that to happen, brands need to understand customers and let their voices be heard, whether through ratings, surveys and even direct messaging.

“We should be building and improving products and services based on the voice of the customer so we can continually evolve, and continually give the customers what they want so that we promote the whole idea of repeated purchases which allows brands to have better lead procurement, engagements, conversions, as well as retention,” he stated.

Bringing up his previous points, he then stresses how AI integration for these solutions will help brands focus on making data-driven decisions for their omnichannel strategies for customers, adding that leveraging AI data analytics allows brands to gain exclusive insights into customer behaviour, preferences, and market trends. This will then enable brands to make informed decisions and anticipate changing consumer needs.

Moreover, he shares that brands can also invest in AI talent and partnerships, to build a team with AI expertise or partner with AI service providers to embrace newer technologies and place greater attention to the implementation of AI solutions.

“My last advice is “better late than never”. I believe brands should continually position themselves at the forefront of AI integration, drive innovation, and meet the evolving needs of their customers in a rapidly changing market landscape,” he concluded.

Learn more about his insights on omnichannel strategies by checking out the full interview below:

Singapore – REFASH, a Singaporean omnichannel secondhand fashion destination under the Carousell Group, has announced the opening of its first Hong Kong store in Mongkok on 20 April with a special event where women can declutter their wardrobes for instant cash. This marks the brand’s Hong Kong expansion plans beyond their over 20 stores across Singapore and Malaysia.

REFASH’s first Hong Kong store brings the best of their Singapore and Malaysia shopping experience. Hong Kongers can look forward to a specially-curated inventory of ‘brand new with tags’ (BNWT) women’s fashion from popular Singapore and other leading Southeast Asian brands, which are otherwise unavailable in the Hong Kong market.

With the Municipal Solid Waste Charging Scheme implementing soon, this provides an alternative option to encourage Hong Kongers to not only avoid throwing away items still in good condition, but also provide a convenient way that appeals to busy Hong Kongers.

Aloysius Sng, founder and CEO at REFASH, said, “REFASH was started 8 years ago to extend the lifespan of clothes and build a more sustainable future for fashion. I am heartened that over the years, we have collectively diverted over 7.3 million clothes from the landfills and given over 3.6 million used clothes a second life. We wanted to target the Hong Kong market next after our Malaysia expansion last year, as we saw a market gap to reach the mass market of Hong Kongers. We believe that sustainability should not be a trend, but part of everyday life.”

He added, “We are excited by great initial results in Hong Kong. In Jan and Mar this year, we partnered with Carousell Hong Kong to do a decluttering event for instant cash, and collected around 3,500 pieces of clothes. Majority of which are in almost-new condition. We are excited to officially launch our store and continue to expand more stores in Hong Kong.”

Singapore – SleekFlow is proud to announce its participation as a Gold Sponsor in MARKETECH APAC’s “What’s NEXT 2024: Marketing in Singapore” conference. The company will take the lead in driving the conversation on improving omnichannel customer experiences for enterprises. 

SleekFlow offers an AI-powered Omnichannel Conversation Suite that enables a seamless and personalised customer experience across popular social and messaging platforms such as WhatsApp, Facebook, Instagram, SMS, live chat, and more. With SleekFlow’s customer engagement platform, enterprises can conveniently manage all customer interactions in one centralised hub, automating their business expansion from sales and marketing to customer support. 

Asnawi Jufrie, vice president and general manager for Southeast Asia (SEA) at SleekFlow, will deliver a keynote presentation tackling the challenges and solutions of integrating new messaging channels into existing omnichannel strategies. Jufrie will emphasise the importance of customer-centricity within omni-enterprise models, as well as the role of automation in effectively managing multiple messaging channels while maintaining a consistent brand message. 

SleekFlow 2.0, the latest offering from this global SaaS brand, revolutionises customer communication by delivering AI-driven, personalised conversational experiences at scale. The newly introduced feature Flow Builder seamlessly integrates workflows, enabling smarter and faster operations that ensure a unified customer experience. SleekFlow’s mission is clear: to empower companies to centre all their workflows around meaningful conversations. 

Teddy Cambosa, regional editor at MARKETECH APAC, commented, “In today’s dynamic business landscape, success lies in the seamless integration of diverse channels, for in the symphony of commerce, a harmonised omnichannel strategy not only amplifies reach but orchestrates customer experiences, transforming transactions into relationships and businesses into brands. We look forward to SleekFlow imparting actionable insights on enhancing omnichannel CX strategies across enterprises.”

What’s NEXT 2024: Marketing in Singapore is part of the trilogy of conferences from MARKETECH APAC’s “What’s NEXT 2023-2024 Series.” The conference features a diverse lineup of marketing leaders across Singapore, representing local and international brands including DirectAsia, Grab, HP, Johnson & Johnson, Kaspersky, Singapore Management University, Singapore Post, Standard Chartered Bank, StarHub, The LEGO Group, and more.

Head over to the official event site to see the full agenda and roster of speakers of What’s NEXT 2024: Marketing in Singapore.