Tag: Omnichannel

Australia – Coles 360 announced two new collaborations with media business Nova and out-of-home adtech vendor Broadsign in an effort to strengthen its omnichannel media solution offerings. 

Coles 360 has teamed with out-of-home (OOH) adtech company Broadsign to improve the Coles 360 network of digital screens at shop entrances. Coles will be able to organise, manage, and distribute engaging content and adverts across its retail media displays as a result of this agreement. 

Coles 360’s collaboration with Broadsign will improve its in-store media capabilities by allowing personalised campaign scheduling and dynamic content distribution.

Speaking about the partnership with Broadsign, Paul Brooks, general manager of Coles 360, said, “We’re determined to provide unique, impactful, and measurable omni-channel media solutions and these partnerships allow us to do just that. The Broadsign Platform provides the ideal solution to power our future network. It currently services more than 300,000 screens worldwide and has been a leader in this space for two decades, making it an obvious partner.” 

He added, “Over the last two years, we have learned a lot about their potential, what suppliers and their agencies want to see on them, and strategies to leverage their prime positioning for maximum impact. We now have a solid understanding of what it will take to deliver on the next phase of screens, and a key component of that is driven by the technology that powers them.” 

Meanwhile, Ben Allman, Broadsign head of sales, ANZ, said, “With over 75% of supermarket shoppers buying in-store, retailers are increasingly focused on the digitisation of their physical worlds. Adopting best-in-class solutions, such as the Broadsign platform, has allowed Coles 360 to build a comprehensive and highly compelling retail media offering in a relatively short time span. We’re very excited and extremely proud to be partnering with one of Australia’s most iconic and trusted brands.”

Coles continues to partner with its cooperation with NOVA Entertainment, extending the Coles Radio arrangement, following a thorough examination of the Australian digital radio landscape. 

The new Coles Radio partnership adds additional features like store-level ad targeting and full-time and day-parting, allowing Coles 360 to tailor ad tactics to individual campaign requirements. Coles 360 will also get access to NOVA entertainment’s talent, consumer promotions, and marketing possibilities throughout its portfolio, broadening its reach and interaction with supplier partners. 

Speaking about the partnership with NOVA Entertainment, Brooks said, “We can talk about cereal at breakfast time, and convenience meals in the pre-dinner rush for example. It’s an exciting evolution of Coles Radio. It will mean we can provide customers with a better experience in store, as it will be more tailored and relevant than ever before.” 

“This new capability will unlock enhanced partnership opportunities for our supplier partners to further strengthen the power of Coles Radio as part of their omnichannel packages,” Brooks added. 

Talking about the renewed partnership with Coles 360, Nicole Bence, NOVA Entertainment chief commercial officer, said, “The extension of NOVA’s partnership with Coles is a testament to our successful collaboration on an industry leading retail audio product. Coles Radio is the perfect example of NOVA’s all-of-audio approach; seamlessly connecting with customers and creating an audio experience unique to your brand.” 

Kate Bailey, Coles group general manager of brand, digital & media, commented, “Both NOVA and Broadsign have strong track records in their ability to deliver relevance in message. By combining these strong foundations with our first-party data, market-leading creative capabilities, and market intelligence, we will deliver the hardest-working assets in retail media.” 

Singapore – WPP’s media investment group GroupM and commerce media company Criteo have announced their partnership to strengthen omnichannel commerce media capabilities in the Asia Pacific region.

This is a first-in-APAC partnership that unifies product sales data and the proprietary media solutions of GroupM with Criteo’s proximity-based insights to enable omnichannel commerce through in-store and retail media integration.

GroupM’s clients will be able to access Criteo’s insights technology to further enhance media planning, budget allocation, and best-in-class activation, enabling new levels of relevance, optimisation, and conversion.

The partnership will also expand access for GroupM’s clients to Criteo’s holistic omnichannel monetization solution, allowing retailers to manage their entire media inventory across both ecommerce and physical retail while enabling brands and agencies to seamlessly discover and purchase omnichannel media from leading retailers.

The tools now available to GroupM clients include 360° media asset activation, ranging from in-store activations such as point-of-sale displays to out-of-store activations like inbox sampling and online activations such as email and social.

Criteo and GroupM are also planning to evolve the partnership by looking at strategic opportunities across media-buying capabilities and insights to drive predictive decision-making. Their collaborative efforts to develop best practices in the area aim to unlock many exciting possibilities as a response to the continuous acceleration of commerce media.

Anita Munro, chief investment officer at GroupM APAC, said, “The innovation in commerce that will be made possible through this collaboration with Criteo is a significant and hugely exciting development for advertisers in APAC and for our industry as a whole.”

She added, “Combining Criteo’s commerce media capabilities with our own not only strengthens our commerce offering in the region but also allows us to set a new standard for what’s possible in advertising by bringing products, media, clients, and consumers closer than ever before.”

Speaking on the partnership, Taranjeet Singh, managing director of enterprise at Criteo APAC, also shared, “Together with GroupM, we are honoured to usher in the next era of omnichannel marketing in the region. This partnership represents a union of industry leadership, and we are optimistic that it will drive greater integration across omnichannel campaigns and elevate success for brands and advertisers.”

New York, USA – Global independent sell-side advertising company Magnite has announced a global partnership with Scope3 to make carbon emissions data available across Magnite’s extensive omnichannel inventory. With this, advertisers will be able to assess their carbon emissions and align their sustainability goals with their campaign performance.

As part of the partnership, Magnite will offer Green Media Products (GMPs) powered by Scope3 data. GMPs enable advertisers and media buyers to easily identify supply paths that inherently block climate risk (high carbon) inventory. 

Scope3 built and uses the industry’s granular and comprehensive emissions data model designed to accurately measure the carbon emissions from digital advertising.

Sean Buckley, chief revenue officer at Magnite, said, “Our partnership with Scope3 is one of the many ways Magnite is incorporating sustainability into our workstreams to help our clients get more insight into their carbon emissions, with the goal of creating a more environmentally-friendly future.”

He added, “Digital advertising is inherently an energy-intensive business given the high level of data processing required. We recognise and seek to minimise our environmental impact as the largest independent SSP and want to help our clients do the same. We are working closely with publishers, marketers and our peers to constantly innovate to create more energy-efficient practices while also improving advertising outcomes.”

Meanwhile, Brenda Tuohig, chief commercial officer at Scope3, commented, “The emissions data that Scope3 provides is most effective when it can be harnessed at scale, and an SSP of Magnite’s magnitude and reputation is well positioned to have significant influence on our collective impact.”

She added, “Our partnership represents yet another key building block in our mission to achieve a decarbonised ad ecosystem where sustainable media and positive marketer outcomes go hand in hand, and we’re glad to have support from Magnite in fulfilling this bold mission.”

Singapore – The second leg of MARKETECH APAC’s webinar series on customer experience, Omnichannel Journey Mapping: Connecting the CX Dots in 2023, was recently concluded last 25 May, in partnership with MessageBird. The virtual industry event saw an insightful keynote presentation that gave an overview of the status quo of the omnichannel buyer journey as well as a panel discussion that probed how brands from the industries of e-commerce, FMCG, and retail are delivering their omnichannel customer experiences.

With social media, brand.com, and messaging apps now able to work in concert for brands to meet where consumers are, the opportunity brought by this always-on visibility also inevitably births challenges to marketers. Questions such as which channels are best for a brand’s omnichannel structure and how to keep a cohesive and consistent messaging despite their presence in individual digital platforms are what’s currently keeping marketing teams on their toes today.

The webinar was kicked off with a presentation by Merlvin Tan, the team lead for APAC sales at MessageBird. Tan, once and for all, drew the line between multichannel and omnichannel, where today, the two are still interchangeably confused. Setting the discussion in motion, Tan laid out their differences and how, ultimately, brands must aim for an omnichannel orchestration of their customer journeys. 

How brands are able to exactly do this? For a seamless brand experience, Tan provided four actionable steps: (1) Turning unknown to known, (2) Onboarding your customers, (3) Activating your first-party data, and (4) Measuring everything.  

Meanwhile, the panel discussion saw together in one space marketing leaders Iris Lee, the regional brand director at CARSOME; Bea Atienza, impactful brand experience lead at Colgate-Palmolive; Nancy Almasco, marketing director at FlowerStore.ph; and Neha Bhasin, the director of brand communications at ZALORA Group. 

Representing each of their industries, the marketing heads talked about the key components of a strong omnichannel strategy, leveraging and integrating useful data in order to build a meaningful CX, and the role of personalisation in the omnichannel buying journey. 

All in all, 93 attendees graced the webinar to learn how to successfully boost their omnichannel journey mapping strategies. Those who came to the event were from the industries of telecommunications, fintech, e-commerce, and retail, representing the brands Carmudi, Carousell, Clozette, FairPrice, Globe, JobStreet, Malaysia Airlines, Sephora, MyRepublic, and Payoneer. Most hailed from the market of Malaysia, followed by the Philippines, Singapore, India, Indonesia, and Hong Kong. 

The industry event on omnichannel journey mapping is the second theme under the three-part webinar series, Connecting the CX Dots in 2023, hosted in partnership with MessageBird. 

If you missed going to the event, you may register HERE to obtain your on-demand access. 

Meanwhile, this 21 June 2023, the series’ third leg was held to discuss the topic of programmable email.

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.

https://vimeo.com/646327395

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.