Hong Kong – Local beauty retailer Sa Sa has tapped omnichannel customer engagement platform SAP Emarsys to deliver a personalised online-merge-offline (OMO) experience that elevates interactions at every stage of customer lifecycle.
SAP Emarsys’ e-commerce service enables Sa Sa to build on this foundation and pursue a two-pronged approach to customer loyalty that optimises both acquisition and retention. The solution also allows Sa Sa to collect and analyse data from its various consumer demographics and gain real-time visibility into their shopping and buying preferences.
Moreover, these consumer insights enable Sa Sa to curate appropriate online product portfolios and offer the right mix of loyalty programs, such as rewards points and cash-back incentives geared to different customer groups.
Lastly, the solution helps Sa Sa build strong activation programs, utilising marketing automation and real-time personalization to create sophisticated insights-driven campaigns that drive real business outcomes.
Hong Li, director of e-commerce at Sa Sa, said, “The SAP Emarsys e-commerce solutions elevate Sa Sa’s customer engagement to the next level by offering intuitive and relevant online experiences to our customers. Sa Sa thrives on staying close to what our customers expect and thus it is important to have real-time panoramic visibility of customer data at every point in the customer lifecycle journey.”
Li added, “With Emarsys, our data analysis capabilities are continuously improving so we can discover the best way to engage, retain and expand our customer base, with data-driven customer programs.”
Meanwhile, Esmond Tong, managing director at SAP Hong Kong, commented, “Today’s retail environment is complex and competitive, shaped by new technologies and fast-evolving customer behaviour and preferences. SAP Emarsys presents a single, integrated platform where customer-centric market leaders like Sa Sa can build, execute and scale real-time marketing campaigns. With Emarsys, Sa Sa is growing its customer lifetime value through omnichannel interactions that are personalised, intelligent and compelling.”
Singapore – Global enterprise software company Sprinklr has announced a total of 120 new customer service and 25 new AI innovations for its multiple product suites to improve omnichannel customer experience (CX).
Sprinklr Service is a comprehensive, AI-powered contact centre as a service (CCaaS) platform that enables agents to serve customers across digital, social and voice channels seamlessly, delivering quick resolution of customer queries at lower cost of operations.
Some of the things the new features can do include predictive intelligence that analyses customer data, AI-powered quality management, complete commerce solutions for WhatsApp, amongst others.
Sprinklr’s digital-first approach, backed by a complete CCaaS offering and unified platform gives customers the confidence to make significant changes to their customer care infrastructure.
Pavitar Singh, chief technology officer at Sprinklr, said, “For more than a year, we have been working with leading organisations around the world to disrupt the traditional enterprise CCaaS market and deliver new service strategies for digital-first enterprises.”
He added, “With the ability to engage across 30+ channels, we empower customer service teams to seamlessly work across digital, social, and voice channels. Support from AI-self service tools helps brands deliver faster resolution of customer queries at reduced cost.”
The traditional method of pharma or healthcare marketing has typically been a face-to-face meeting with the HCP or medical professional where the medical representative (MR) visits and introduces a new brand or a product to the doctor. Utilising any alternate channel was not really thought of as this face-to-face method was delivering for the pharma companies. However, like all other industries, the pharma industry also has been impacted by the digital disruption and therefore has seen an increased adaption of use of different kinds of digital modes for their business, including for their marketing to the HCP.
This has got further accelerated during the last couple of years, especially during the lockdown period. The pharma marketers are now trying the figure out the most optimum method of using digital means to connect and engage with HCPs across multiple channels.
Individual channels like digital or face-to-face marketing or other means are no longer thought of in isolation. What has caught the fancy of marketers in today’s world is the ability to do omnichannel marketing and this has also impacted pharma marketing.
Omnichannel marketing is seen as a powerful approach to orchestrate and optimise various marketing efforts across different channels and across multiple stakeholders. As such, omnichannel is becoming the next big trend and a typical way forward to meet the integrated needs of pharma companies. What omnichannel marketing calls for is a shift to promotional and communication strategies that address the integrated needs of multiple stakeholders. This employs the simultaneous orchestration in channels across personal, nonpersonal and media and addresses the needs of various stakeholders, consumers, patients, healthcare professionals (HCPs), etc instead of the current fragmented and siloed approach.
Omnichannel medical content does not exist in some parallel universe. Many industries have launched large-scale omnichannel content transformations years ago, and its consumers are still experiencing the benefits. All the marketing personnel within the pharma, healthcare, medical, and all patient-facing and medical-professional-facing marketing sectors have seen first-hand the effects of digital disruption on business as usual. It is not easy building long-term relationships with today’s patients; moreover, it is not just about building relationships, it is also about engagement and loyalty in a world where targeted audiences are fragmented.
So how do we make every customer feel that they have a personalised experience? Just as mentioned above, the answer lies in the omnichannel content. Instead of just delivering content on different platforms, omnichannel requires an increased focus on optimising marketing communications for the entire patient journey, across all possible channels, in a cohesive manner.
When it comes to utilising digital for pharma marketing, it is not just about the brand using the marketing channels which are digital in nature, but to also empower the on-field sales representative with latest promotional materials and communications which come from a digital backend, and which are personalised for the healthcare professional that the sales representative is meeting.
The key driver to omnichannel marketing arises from the benefits to be held in adopting either a patient-centred approach when it comes to direct communication to the patients or a health care professionals-centred approach. when it comes to prescription products which require HCP influence.
Currently, all the major pharma companies are creating content for each channel. They first build content for an eDetailer. And then for their website and then for emails. Then again for other channels such as self-detailing systems. While content from one channel can get repurposed for use in another, this process is not as easy as it should be. Adaptations are often needed, and multiple medico-legal reviews are required. The process is not very efficient and, consequently, is often cumbersome and slow. These issues have hampered many companies’ efforts to fully embrace omnichannel marketing.
A well-defined omnichannel content strategy is a win-win for patients, the HCPs and healthcare marketers and is the perfect prescription. Patients will be happier and have a better experience because they are receiving the benefits they need, and marketers are satisfied as they are able to attract and retain more patients along with the HCPs.
Omnichannel content marketing is an opportunity and it is essentially about making the selected channels work together for maximum benefit. Most of the patients will prefer an integrated approach as healthcare marketing is all about the patients. Having omnichannel content strategy in your marketing arsenal will enhance your chances of success.
To sum it up, the use of omnichannel marketing is the perfect remedy for the pharma companies. Use of omnichannel content and marketing enables pharma companies to smartly engage with customers, patients, and doctors across the combination of multiple channels for optimum results. Omnichannel content will speed up the whole process and make life easier for all stakeholders.
This article is written by Sanjay Mehta, executive sponsor at Wunderman Thompson Health India.
Kuala Lumpur, Malaysia – Southeast Asian automotive group Cycle & Carriage (C&C) has selected Antsomi CDP 365 to aid its omnichannel customer experience endeavours. Antsomi CDP 365 is built by Antsomi, a regional marketing technology company with regional presence in SEA.
The Software-as-a-Service (SaaS) solution aims to help brands to unify customer data and subsequently activate the data across multiple channels with hyper-personalised messages and customer experiences.
Under this partnership, C&C uses Antsomi CDP 365 to drive data-driven marketing activities with its customers. Firstly, Antsomi CDP 365 helps C&C to unify customer data coming in from multiple data sources, which include its websites, e-commerce facility, digital ad campaigns, customer relationship management (CRM) system, roadshows and physical stores.
In addition, the software then created the 360-degree customer view for C&C and allows the company to understand its customers in a better way, including how customers interact and engage with C&C via various touch-points. By knowing more about its customers, C&C could deliver hyper personalised messages and customer experiences to its customers, such as popup banners and electronic direct mail (EDM), for better customer engagements and higher sales conversion.
Stephen Tan, C&C’s Head of Marketing, said, “We always aim to provide exceptional customer experience to our customers. Using marketing technology like Antsomi CDP 365 helps us know more about our customers and engage with them with tailor-made messages across multiple channels. Apart from that, we also use CDP 365 to provide an online-to-offline/offline-to-online (O2O) customer journey to our customers in our newly launched Mercedes-Benz concept store at 1 Utama Shopping Centre.”
Meanwhile, Serm Teck Choon, co-founder and CEO at Antsomi, commented, “Cycle & Carriage is an innovative partner that cares a lot about providing an exceptional customer experience for their customers, along the way when its customers make a decision to purchase a car. Antsomi is proud to help C&C in understanding more about its customers in pre- and post-sales activities, and improving customer engagements and sales efficiency.”
Taipei, Taiwan – Digital out-of-home (DOOH) media owner Solmate Media has tapped programmatic DOOH adtech company Hivestack to be its partner to distribute programmatic DOOH in Taiwan, offering local and global brands, agencies and omnichannel demand-side platforms (DSPs) the opportunity to purchase and activate DOOH inventory.
The partnership, a first for the Taiwan market, will be instrumental in driving adoption of programmatic DOOH in the Taiwanese market. Solmate’s advanced and interactive digital screens will benefit agencies and omnichannel DSPs in monetizing their premium DOOH inventory leveraging custom audience and omnichannel targeting via the Hivestack SSP.
To date, Solmate currently has 6,000 premium digital screens in high-end hair salons across Taiwan, with plans to increase this to over 10,000 by the end of 2022. In addition, Solmate screens are enabled and integrated within the customer mirrors at leading hair salons, meaning dwell time is upwards of 60 minutes, which gives advertisers an opportunity to target audiences with non-skippable video content.
Yaw Ren Tsai, CEO at Solmate Media said, “We are very pleased to be partnering with Hivestack in Taiwan and look forward to expanding our DOOH presence in the local market. By leveraging Hivestack’s market-leading technology and our network of premium DOOH screens, we can raise awareness for the programmatic DOOH channel and connect better with the global marketplace.”
Meanwhile, Troy Yang, managing director for North Asia at Hivestack commented that this partnership is an exciting moment for them in time to be announcing their first Supply Side Platform (SSP) partnership in Taiwan – the initial step in the firm’s market launch.
“Solmate Media is an ideal partner with their network of screens in premium hair salons, offering unparalleled targeting capabilities for both local and global advertisers. Hivestack is pioneering the Taiwan market for programmatic DOOH and we are thrilled to be increasing premium inventory supply, providing our demand partners the opportunity for outside-in buys into Taiwan from around the world, globally,” Yang said.
Toronto, Canada – Global advertising marketplace Index Exchange has announced a brand refresh, revealing a new logo as well as significant updates to its visual identity. The company said the changes signify a new direction for Index, repositioning the company as an efficient omnichannel exchange.
Together, the updated logo and visual brand communicate the idea of growing collectively with the industry, with a mission of accelerating the ad technology evolution towards total market efficiency, and further connecting media owners and buyers in a seamless fashion.
“Throughout our company’s history, we’ve consistently led change and embraced the ability to pivot towards what’s next, leading our industry in delivering transparency, safety, and control to our customers. This evolution of our company will bring those same efforts to additional channels and formats, and our updated exchange and brand are reflections of this next step in our story,” said Lori Goode, chief marketing officer at Index Exchange.
Part of the brand refresh as well is a restructuring of the company’s entire exchange architecture, debuting a modern, scalable exchange that provides increased efficiency for the company’s customers, as well as an ability to scale and innovate in new channels and formats.
Layered within the platform is a newly rebuilt predictive intelligence engine, enabling Index to better align supply with the right demand and minimize wasted volume to benefit media owners, buyers, and DSPs. The modernized exchange will also allow Index to accelerate the development of omnichannel solutions for its media owner and buyer customers.
“Our transformed exchange architecture is a critical step in accelerating the industry, especially as we prepare for a world without third-party cookies and accelerate into new channels and formats. The stakes have never been higher, and we remain committed to helping our customers not only embrace, but lead change for the long-term as we navigate the continued evolution of our industry,” said Andrew Casale, president and CEO at Index Exchange.
The updated exchange will allow the company to deploy features for Index’s customers faster than ever before and seamlessly handle the billions of transactions the exchange processes daily. Layered within the platform is a rebuilt predictive intelligence engine, enabling Index to better align supply with the right demand and minimize wasted volume to benefit media owners, buyers, and DSPs. The modernized exchange will also allow Index to accelerate the development of omnichannel solutions for its media owner and buyer customers.
Index Exchange’s presence in the Asia-Pacific include Tokyo, Japan and Sydney, Australia.
Singapore – CREA, the one-stop omnichannel solution for brands established by Lazada co-founders, has recently secured a US$25m investment from SuperOrdinary, the global distributor of leading beauty brands. SuperOrdinary will be taking a minority stake in the SEA-based commerce enabler, and within this, the two announced that it will be developing a new cross-border global platform network.
SuperOrdinary’s portfolio includes beauty brands Drunk Elephant, Malin + Goetz, The Ordinary, and Supergoop!, among others. The new global platform network will allow each company’s respective portfolio to expand into new markets.
The partnership means consumers in Thailand and Southeast Asia will have an increased choice of global beauty brands to choose from when shopping. CREA said that brands will also benefit from easier regional market entry via a single solution.
Aimone Ripa di Meana, CREA’s co-founder, said that Southeast Asia presents a unique opportunity for global brands with young digital-savvy consumers increasing their consumption power and avidly engaging with global trends through digital media.
“Entering these markets with a digital-first approach is key and CREA is uniquely positioned to enable this opportunity with an omnichannel strategy,” di Meana said.
CREA Co-Founder Alessandro Piscini added, “CREA has built a unique value proposition through our proprietary technology, CUSP, logistics infrastructure, and a world-class team that makes entering Southeast Asia simple for global brands.”
CUSP is CREA’s omnichannel technology platform which carries business insight, order management, purchase management, and catalogue management capabilities.
Julian Reis, CEO and founder of SuperOrdinary, commented, “Digital commerce in Southeast Asia is experiencing an unprecedented boom and CREA’s team has played an integral role in allowing its portfolio of more than 70 prominent lifestyle brands to capitalize on this trend.”
CREA started in Thailand in 2019 with current presence expanding to Malaysia and Singapore. The company said it’s eyeing to open in Vietnam, Indonesia, and The Philippines in the near future.
Singapore – Global media and tech company Yahoo has delivered its first ever digital out-of-home (DOOH) omnichannel campaign for global asset and wealth management company Schroders. This marks the first time both brands have tapped into programmatic DOOH for their omnichannel campaign in Singapore and Southeast Asia.
The campaign, called ‘Beyond Profit’, leverages programmatic DOOH complemented by mobile retargeting capabilities over Yahoo’s omnichannel demand-side platform (DSP) to increase brand awareness, engage the right audiences, and influence consumer behaviors.
The campaign was launched across digital screens in Orchard and the Central Business District (CBD). Leveraging Yahoo’s omnichannel DSP and programmatic tools, the campaign sought to increase exposure and awareness for Schroders’ sustainable investment products and capabilities.
“Programmatic DOOH is shaping the future of OOH, bringing the benefits of digital channels to the traditionally place-based medium and significantly lowering costs and barriers to entry typically associated with OOH media buys. Now, advertisers can combine the high impact of DOOH, in high-footfall locations, into omnichannel campaigns that are agile and scale quickly, reaching their audiences in hyper-targeted ways that seamlessly complement their daily habits,” shared Carol Tay, senior director sales for Southeast Asia at Yahoo.
Tay also added that as people in Singapore venture out and movement patterns evolve, advertisers are looking for the ability to buy across multiple channels, formats, and screens, to reach and connect with the right audiences effectively. She also said that they look forward to working with advertisers on omnichannel, data-driven, hyper-targeted, measurable, and flexible campaigns that leverage the power of DOOH.
Meanwhile, Jerry Low, head of marketing for Southeast Asia at Schroders, commented, “At Schroders, we are always looking for fresh and innovative ways to connect with our audiences as we seek to make an impact through sustainable investing. Working with Yahoo on our first DOOH-led omnichannel campaign has allowed us to connect with our target audience effectively and impactfully – ensuring that they hear our message. The omnichannel campaign from DOOH to mobile provided quality and meaningful connections, through an integrated experience, that was easily scalable for growth.”
The omnichannel campaign utilized mobile retargeting to close the loop and drive click-throughs to Schroders’ website where audiences could find out more about their sustainability products and capabilities. Audiences at 38 DOOH screens across key locations in Singapore that would have seen Schroders’ DOOH ads were also served native and display ads through Yahoo’s DSP.
Singapore– CapitaLand Investment, the leading global real estate investment manager with a strong Asia foothold, and Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, today announced the launch of the second edition of the ‘CapitaLand x Shopee’ 11.11 campaign. The inaugural edition of the campaign was launched in 2020 similarly for the 11.11 sale event of Shopee, and the two aim to replicate the project which had driving the omnichannel model at its heart.
In 2020, CapitaLand and Shopee launched an integration of online and offline shopper engagement for the campaign to drive sales, traffic, and engagement for six CapitaLand malls through gamification. Following this, in early 2021, Capitaland also launched the virtual shopping mall of its outlet giant IMM on Shopee, making it the first virtual shopping mall from Singapore on the platform.
For this year’s 11.11 sale event, both partners will be recreating the omnichannel experience for 29 retailers in eight CapitaLand malls over a period of three weeks, from 22 October to 11 November 2021. CapitaLand and Shopee are also bringing back the popular co-branded games from last year’s 11.11 campaign, where shoppers can participate and win attractive vouchers that can be used in-app and at participating physical stores including Toast Box, LiHO, Etude House, and Giordano.
On the continuation of the partnership, Chris Chong, CEO of retail & workspace for Singapore and Malaysia at CapitaLand Investment, said, “This will allow us to enhance retailers’ consumer outreach and further engage with their customers digitally while driving footfall to their physical stores through online marketing efforts.”
From 22 October to 11 November 2021, S$125,000 worth of ShopeePay Scan and Pay vouchers, Shopee vouchers, and eCapitaVoucher will be given in the CapitaLand Lucky Prize game on the Shopee Singapore app. The ShopeePay Scan & Pay vouchers can be redeemed at eight CapitaLand malls, namely Bedok Mall, Bugis+, Bugis Junction, IMM, Funan, Plaza Singapura, Westgate, and JCube.
Shoppers visiting any of the eight malls can simply scan the QR code at participating merchants and malls to play the ‘CapitaLand x Shopee’ Lucky Prize game and win ShopeePay Scan & Pay voucher to pay for their purchases using ShopeePay at 29 participating CapitaLand merchants’ offline stores.
Shoppers can also try their luck in the ‘Guess the Weight’ campaign every weekend over the campaign period to win up to S$22,000 worth of eCapitaVoucher and Shopee vouchers. To participate, shoppers can proceed to the atrium of three shopping malls on selected weekends – Bugis+ on 23 and 24 October, Westgate on 30 and 31 October, and Plaza Singapura on 6 and 7 November – to guess the weight of five unexpected combinations of products, where one of them is the combined weight of a Dyson vacuum and a feather. Contestants must get the closest answer to qualify for the prizes.
Zhou Junjie, Shopee’s chief commercial officer, commented, “Following the success of last year’s CapitaLand x Shopee 11.11 campaign, we are excited to join hands with CapitaLand once again to support even more retailers under CapitaLand’s network by digitalizing the shopping experience.”
Zhou Junjie adds, “Shopee has always been passionate about empowering our sellers and brand partners to unlock the full potential of e-commerce to succeed in today’s digital economy. Through this omnichannel integration, we hope to help retailers deepen engagement with new customers, through an exciting and rewarding experience.”
To find out more about the campaign, shoppers can head to the campaign’s microsite which will go live on 22 October.
Sydney, Australia – Market measurement firm Nielsen in Australia and adtech PubMatic have recently announced a new data collaboration, which now makes Nielsen’s audience data now available to PubMatic’s Audience Encore™ product, allowing advertisers to buy premium omnichannel inventory layered with quality data for precision targeting and better performance.
PubMatic’s Audience Encore™ is an audience platform designed for marketers to transact on unique, addressable audience data across premium omnichannel inventory.
Through the data collaboration, brands can benefit from PubMatic’s extensive reach, enabling advertisers to engage audiences wherever they may be across all digital channels. Furthermore, brands may now access Nielsen’s premium audience data, along with insights into consumer behavior, preferences, and purchasing decisions.
Nielsen’s rich audience data has a unique breadth and depth and includes proprietary fast-moving consumer goods (FMCG) data, credit card transaction data, psychographic data, intent, and interest data.
For Daisy Smith, associate director for Nielsen Marketing Cloud at Nielsen Australia, brands are constantly competing for consumers’ attention, hence audience data and insights play a significant role in engaging consumers when they are most receptive to advertising.
“With the widespread adoption of premium programmatic deals, the need to package high-quality datasets with premium inventory is bigger than ever. The partnership between Nielsen and PubMatic provides marketers with a high level of consumer intelligence while optimizing their advertising investments across all the touchpoints on the consumer journey,” Smith stated.
In a statement, Nielsen stated that their data layered onto PubMatic’s Auction Packages or private marketplaces (PMPs) may benefit advertisers by giving them the ability to leverage data and contextual targeting across premium inventory.
“This can enable advertisers to identify and buy media with the publishers that attempt to attract the most suited, addressable audiences for each brand. This gives advertisers the opportunity to reduce wasted ad spend and focus budget on premium inventory, maximizing the effectiveness of campaigns,” the company said in a press statement.
Meanwhile, Peter Barry, regional director for ANZ and head of audience for APAC at PubMatic, commented, “With Nielsen data available through PubMatic’s Audience Encore, our clients can expand their media campaigns and reach new, highly targeted audiences. Our goal is to fundamentally change the way marketers and data owners transact on audience data by giving more control to the data owner and better return on investment (ROI) for the advertiser. For retail brands, this provides an exciting opportunity to engage consumers in the run-up to key shopping periods, such as Black Friday and the run-up to Christmas, to ensure they are top-of-mind when consumers look to purchase.”
The data collaboration recently follows the partnership between NielsenIQ and experience management (XM) company Qualtrics in aiding to create comprehensive brand experience solutions for brands.
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