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Platforms Featured Global

Shopify meets Spotify: latest partnership introduces ‘virtual merch table’ for artists

Sydney, Australia – Global commerce platform Shopify and global audio streaming platform Spotify have entered a strategic partnership that allows music artists to expand beyond music and traditional merch to build fully realized brands, all with the capabilities of both platforms in their own specialities.

Using the Spotify channel, artists can introduce products to the place where listeners and fans are already engaging with their music most. By connecting their Spotify for Artists accounts with their Shopify online stores, artists can sync their product catalogues and seamlessly showcase products of their choice directly on their Spotify profiles, making it easy for fans to browse and purchase. 

Said feature period is currently in beta testing, and is available to users across Australia, Canada, New Zealand, the U.K., and the U.S.

“Shopify is already powering the online stores of local and international acts, and the Spotify integration will further empower Aussie and Kiwi artists to showcase their unique talent, brand or creativity, and engage their fans even more effectively,” said Shaun Broughton, managing director for APAC at Shopify.

With Shopify, artist-entrepreneurs have access to an all-in-one commerce platform to manage their brands across multiple touchpoints that not only include leading social and entertainment channels and marketplaces, but now one of the most popular audio streaming services in the world.

“For new artists, Shopify is an easy-to-use, all-in-one commerce platform to start, grow and manage their brands. For artists with large followings and pre-existing businesses, Shopify’s world-class infrastructure effortlessly handles high volumes of traffic, key sales moments, and highly anticipated product drops,” Shopify said in a press statement.

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Platforms Featured Southeast Asia

Metro Retail Stores accelerates e-commerce, to launch official store in top platforms

Manila, Philippines – Fast-leading retail company, Metro Retail Stores Group Inc. (MRSGI) in the Philippines, has unveiled its roster of initiatives to boost its e-commerce presence. 

The company targets to launch its official store in e-commerce apps Lazada and Shopee in the fourth quarter to take advantage of the expected holiday shopping surge.

“All these developments we are doing are in line with our commitment to grow our e-commerce business and ultimately enable us to continue meeting the changing customer demands in today’s digital environment,” said Manuel C. Alberto, president and chief operating officer at MRSGI.

For its supermarket vertical, MRSGI is looking to expand its reach by adding multi-service superapp GrabMart to the list of their on-demand goods delivery service partners. Metro Supermarket customers in select areas of Metro Manila and Cebu can purchase from an assortment of more than 3,500 goods and have these delivered to their homes through the Grab app.

At present, Metro Supermarket in Ayala Center Cebu and Market! Market! in Taguig have this convenient arrangement, and plans are underway to include six more stores to join GrabMart before the year ends.

MRSGI is also working to integrate its Metro Rewards Card with customers’ Metro online accounts, allowing loyalty cardholders to earn points for all purchases made from shop.themetrostores.ph and even use accumulated points to pay for their online purchases.

In addition, the company is on track to introducing a Progressive Web App (PWA), which is considered more efficient and convenient as they have reduced memory requirements and battery usage, and are expected to load faster and provide better navigating experience for users.

“Our customers can look forward to a more exciting and pleasant online shopping experience. We have lined up a number of strategic initiatives that are geared towards making e-commerce an important component of MRSGI’s overall value proposition,” said JJ Moreno, chief strategy officer and head of e-commerce at MRSGI.

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Main Feature Marketing APAC

Omnichannel retail strategies in the era of connected experiences

Retailers across the globe were already facing challenges engaging with the increasingly digital consumer when the global pandemic hit. The sweeping lockdowns and movement restrictions only made the problem worse. Analysts predict that more than 100,000 stores will shut down by 2025 in the United States alone and retailers across the globe are experiencing disruption in the way they’ve connected and engaged with consumers in the past. 

The only way to thrive in this environment is to take a connected retail approach through omnichannel engagement. Retailers can no longer remain purely online or offline players and need to stay in step with customers across multiple touchpoints. This also means brands need to rethink their engagement and communication strategies to acquire, engage, and retain customers in this context. In the process, they must ensure that every touchpoint delivers a consistent, convenient, and continuous experience to the customer.

According to IDC, an omnichannel experience can improve the customer’s lifetime value (LTV) by 30% and customer retention by 90%. These experiences are vital to recognize user behavior across multiple channels. They also magnify user actions to grow ‘micro-conversions’, the ‘wow’ moments that nudge shoppers towards a purchase, such as following a brand on social media or adding an item to the cart or wishlist. At the same time, connected experiences can highlight critical user moments to lower drop-offs.

For example, if you were in a physical store and couldn’t find the staff to help you with questions about an item, eventually you might put it back on the shelf and leave. The same can happen online if brands are not present for these moments. Finally, connected experiences allow for relevant, personalized communications across channels and a boost to LTV through loyalty programs.

A connected experience is more than just having multiple channels of communication. Gartner defines a connected experience as one during which customers can shop without any channel limitations. Customers can choose their preferred channels for purchase; how they’d like to pay; and how they’d like to obtain the items. 

How can retailers create this kind of unified experience and transform brick and mortar customers into digital ones? 

Before retailers start implementing a connected customer journey, they need to have a clear blueprint of how to implement it and assess preparedness. A one-size-fits-all approach could fail. A connected experience strategy can be divided into three stages: crawl, walk, and run. 

Crawl: The most basic stage where foundation building happens. This is where brands and retailers understand the things that work best for customers such as typical user events and the triggers for them. The key objective in this stage is to initiate communication with customers. An example of this in practice could be sending a personal message to thank someone for following you on social media and sharing a link to your website. 

Walk: With the triggers identified and messaging refined, the next stage is to connect the dots across channels. Steps in this stage are creating separate messages for acquisitions, retention, and engagement across each channel; knowing what action you want the customer to take and selecting the trigger for it (e.g., a push notification); and developing an alternate plan in case the customer proceeds in a different direction. 

Run: This is when retailers begin to focus on long-term relationships. You should now be in a place to better leverage data to trigger personalized campaigns. If you are seeing strong engagement, now is also the time to introduce a loyalty program and collect feedback post-purchase. Examples of these activities could be focused campaigns for special occasions; unique offers and incentives based on past purchases; or offering promotions that can be redeemed at nearby stores.

Once you know how to build a connected customer journey and the stage you are in, the next step is execution using engagement workflows. It’s crucial to have workflows mapped across the customer journey, i.e., from micro-conversions (link clicks/page visits) to macro conversions (purchase). 

Retailers need to carry out a series of activities to engage customers throughout their journey, from the time they register on an app or website to the time they add items to a wishlist or complete a purchase. However, the journey doesn’t end here. The process must be repeated for each new or existing user, every time they become active on your app or website. 

Best practices for creating engagement workflows include analyzing micro, ‘intent-rich’ moments to create connected journeys; segmenting by tags, events, and actions; creating workflows by deploying user event and activity conditions, and setting touchpoints using the most suitable channels for each customer segment and the point they are at in their purchasing journey. 

With some insight into how to create workflows for the different stages that customers might be in, it’s time to implement. Before retailers begin, they should keep the following in mind for the best chance of success:

Set KPIs and goals based on workflow rationale: No two customers are alike. If one is in the onboarding stage, another is in the retention stage, so each workflow will need to be measured by different key performance indicators (KPIs). For example, your goal for onboarding customers could be to increase first-purchase transactions. On the other hand, your goal in the engagement phase could be to nudge customers to purchase again. The goal for the customer advocacy workflow could be to collect more feedback from customers. Focused KPIs for each of these goals will allow for better planning.

Delegate to team members: Although the marketing workflows automate processes, some functions should be delegated to team members to improve the campaign’s outcome. For example, different team members can monitor different campaigns and deliver actionable insights on how to meet goals. When team members know exactly what they need to focus on, there is less confusion and more clarity about how to achieve the desired outcomes of the campaign.

Revise workflows with a similar rationale: Remember to review campaigns periodically – weekly, monthly, and quarterly- to measure performance. Customer needs may change during the process of implementing the workflow and you can revise your workflows to integrate any new insights that you gain that could improve the outcome of your campaigns. You can also do an A/B test to know if a campaign performs well before implementing the workflow completely. However, ensure that the revised workflow does not disrupt the customer experience in any way. As is the goal with all customer interactions, it should be hassle-free and frictionless. 

The digital era has placed even more emphasis on the customer experience. Gone are the days of customer service with a smile. Today, retail customers want clear communication and control of their shopping experience. For retail brands, this means that there is more pressure than ever before to deliver crisp, rewarding, and connected experiences. Taking a comprehensive approach to your digital outreach strategy and investing in the tools that streamline this process will ensure your success in the near term and beyond.

This article was written by Saurabh Madan, general Manager for SEA and ANZ at MoEngage.

MoEngage is an insights-led engagement platform built for marketers and product owners looking to bolster their customer engagement. With AI-powered automation and optimization, MoEngage enables brands to analyze audience behavior and engage consumers at every point of the purchasing journey.
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Technology Featured Southeast Asia

Clozette, Sift & Pick forge new pathway for JP merchants into SEA e-commerce scene

Singapore – Media company Clozette and online marketplace Sift & Pick have announced a new partnership to allow Japanese merchants enter the Southeast Asian e-commerce scene through a one-stop e-commerce solution.

Entailed within the collaboration is the leverage of discovery shopping platform Shoppin’guu, which is operated by Cool/JP, another Clozette partnership with Cool Japan Fund, that is supported by Japan’s Ministry of Economics, Trade and Industry. Cool Japan Fund is a private equity fund focused on funding enterprises focusing on promoting Japanese products globally.

Along with Cool/JP’s growing editorial authority and Clozette’s rising number of partner influencers and creators, Clozette integrates its knowledge of content consumption behavior among millennial & Generation Z consumers to create a curated global e-commerce marketplace and physical retail store at Changi Airport in Singapore, alongside Sift & Pick’s e-commerce solutions, logistics experience,  and payment infrastructure development.

“Our special partnership with Sift & Pick allows us to offer merchants in Japan exciting market entry opportunities in SEA that were previously not possible. COVID-19 heightened global demand for increased digital touchpoints through social engagement solutions such as influencer marketing, snackable videos and livestream selling,” said Roger Yuen, founder  and chief executive officer at Clozette.

“As a pioneer in the social commerce space, we are uniquely placed to address the needs of today’s consumers given our proven proficiency in social storytelling, our extensive network and rich insights into the Southeast Asian market, having worked with over 300 global, international, and local brands over the past decade.” 

Roger Yuen, founder  and chief executive officer at Clozette

The new partnership between the two companies will see a close collaboration on  category development, supply chain, and fulfilment as well as data and influencer marketing, and social commerce, which seeks to help Japanese brands and sellers, especially small and medium enterprises (SMEs), gain collective resources and expertise of the alliance to face challenges specific to online retail in SEA.

“We are delighted to partner with Clozette to bring more Japanese brands into Southeast Asia. Adding to our carefully curated selection of fashion, beauty, lifestyle, and home and living products will provide our diverse customer base with a richer shopping experience. Shoppin’guu’s blend of storytelling is very well-suited to drawing out the heritage, high quality, and uniqueness of many Japanese brands that are often neglected, and we look forward to seeing how our collaboration will further delight shoppers with new brand discoveries on our marketplace,” added Cavin Poh, general manager at Sift & Pick.