Tag: Retail

Manila, Philippines – Procter & Gamble (P&G) has partnered with Southeast Asia’s e-commerce platform Lazada to launch a new campaign for women titled ‘#RealDeal’, with the aim to raise awareness around Imposter Syndrome – a psychological phenomenon in which a person feels inadequate and incompetent despite her evident success and capabilities.

According to a study by the US National Library of Medicine, about 82% of the general population experience imposter syndrome in different periods of their lives, while the statistics from the 2019 Imposter Syndrome Study, also shared that 1 out of 2 women experiences Imposter Syndrome on a daily or regular basis, attesting to the fact that women often doubt their own abilities through feelings of fraud and belittlement of their own experiences and expertise.

The ‘#RealDeal’ campaign aims to shed light on this psychological experience through a short film, telling the real-life story of Singaporean entrepreneur, Yeo Wan Qing, who overcame Imposter syndrome by being open to those around her about the struggles she was facing.

The campaign will run on Lazada in May and June across five Southeast Asian markets including the Philippines, Thailand, and Singapore, as well as Indonesia, and Vietnam, with a wide range of exclusive offers on P&G products such as Olay, Pantene, and Oral-B.

“Imposter Syndrome should be taken seriously. Women who experience Imposter Syndrome need to come to the realization that people value their expertise, and they can focus on growing through the process. Additionally, they can speak to someone they trust to help them realize that their fears are unfounded,” said Dr. Lim Boon Leng, the psychiatrist from Dr. BL Lim Centre for Psychological Wellness.

Meanwhile, Alexandra Vogler, the senior director of e-commerce at P&G Asia Pacific, Middle East, and Africa, shared, “P&G is deeply committed to equality and inclusion. Through this campaign, we want to bring to light the inner struggles that go unnoticed among women experiencing Imposter Syndrome. Through this short film, we hope to inspire people to start conversations about Imposter Syndrome, and support one another in overcoming it.”

2020 was the year when Direct to Consumer (DTC) achieved mainstream status, with renowned brands like Adidas, Kraft, Heinz, and PepsiCo shifting to a DTC-first model. The appeal of DTC is not only that it puts control back in the hands of brands but it also allows brands to have a 360-degree view of the customer, at every touchpoint, offering more opportunities to connect through tailored and personalized customer experience. Powered by the rise of e-commerce platforms, social media, connected devices, and channels, digitally native brands now have multiple pathways to build customer loyalty.

According to GlobalData, the e-commerce market in Australia has been on a high growth curve for the past few years, and the COVID-19 outbreak is further set to boost e-commerce sales in the country with the e-commerce market value predicted to grow from $47B in 2020 to over $77B by 2024.

The rising appetite for online shopping is driving brands to increase their digital presence, and the increasing demands have also raised expectations when it comes to customer experience (CX). About 73 per cent of consumers expect brands to understand and cater to their individual needs.

If brands want to adopt a DTC strategy, and do it well, data-driven CX has to be at the core of their marketing strategies.

Achieving real impact through CX

In traditional retail, wholesale manufacturers sell through retail distributors with little control over how the product is sold – where exactly it is placed in the store, how much information salespeople share about the product, and whether the customer is satisfied with the overall shopping experience. The brand experience is no longer standalone but instead depends on the retail experience. If the latter is unpleasant, the customer’s frustration will likely get projected on the brand itself and may even prevent a sale.

In contrast, a DTC approach allows brands to have complete control over their product lifecycle, marketing, and every moment of engagement. Since they are so close to the process, they have first-party data to connect with prospects and customers on a one-to-one basis, at every touchpoint. Customers expect DTC brands to use that data to enhance and personalize CX, regardless of the channel that they are using at any given point in time.

Those touchpoints live in a vacuum, and marketers have the advantage of leveraging customer data to guide changes to their marketing strategies and create a frictionless experience for the customer. DTC players know when, where and how consumers engage with their brands and the effect of each touchpoint. In other words, they have the information necessary to power ultimate personalization.

Managing omnichannel transitions

However, DTC isn’t the be-all and end-all of success. Consumers are demanding a holistic omnichannel experience, and this includes traditional, bricks and mortar retail. The demand for an omnichannel experience fits with the nature of convoluted modern shopping and ever-changing consumer behavior as around 73 percent of people now demand the convenience of an omnichannel approach for their shopping journey.

Moreover, from a business and sales standpoint, giving the consumer more flexibility drives revenue growth and retention from the added convenience of a consistent omnichannel experience such as allowing customers to visit a retail location before purchasing online or giving them the option to buy online and collect in-store. According to research by V12, retailers with omnichannel strategies have a 91 percent greater annual customer retention rate.

If brands choose to go this route, it is imperative for every step of omnichannel journeys to contribute to a positive and seamless overall experience – including the physical ones. This can only be achieved when all systems and marketing programs are communicating with each other to ensure that each interaction informs, and is informed by, every other interaction in real-time.

However, brands won’t be able to create touchpoints that are deeply engaging, one that demonstrates attentiveness to customer needs and preferences, and one that rewards loyalty with increasingly compelling experiences, unless they invest in their data. Data holds the keys to defining customer journeys, discovering pain points, and optimizing and integrating experiences across channels, in real time, to better understand and serve customers.

As consumers globally continue to live with uncertainty amid the pandemic, their purchasing behavior becomes more unpredictable. Adopting or transitioning to a DTC model, while delivering consistent and exceptional data-driven CX will help brands and marketers accommodate unforeseen consumer behavioral changes and capture more market share.

Brands that want to capitalize on this eCommerce boom need to engage directly with their consumers to future proof their businesses against the evolving market, changing trends, and the impacts of the pandemic.

This article was written by Robin Marchant, head of marketing at Shopify for APAC.

Shopify is a global commerce company, headquartered in Canada, which provides tools for businesses to start and grow their brands.

Singapore – As the pandemic forced businesses to shift to online, retail company FJ Benjamin (FJB) has signed a Memorandum of Understanding (MOU) with e-commerce platform Lazada Singapore to boost its brands’ online-offline (O2O) retail experience e. The partnership aims to optimize regional online sales, as well as to expand and develop new FJB brands, to eventually integrate brick-and-mortar and virtual stores.

The signed MOU will see Lazada managing the full online ecosystem of FJB brands, developing new tailor-made solutions to deliver an excellent omnichannel customer experience for FJB brands in Singapore, Malaysia, and Indonesia. The parties will also discuss with brand principals the opportunities for e-commerce in markets where Lazada has a presence, such as Vietnam, Thailand, and the Philippines. 

Besides operating principal branded sites, it is also intended to host certain brands on LazMall as well as other regional sites, subject to principal approvals.

Group CEO of FJ Benjamin, Nash Benjamin, commented that the retail company has been strategizing and planning its omnichannel business model for some time now.

“This partnership with Lazada is intended to get us to where we want to be much faster and in a more cost-efficient manner. This will combine our respective capabilities to strengthen customer experience across brick and mortar and virtual channels,” said Benjamin.

Meanwhile, the CEO of Lazada Singapore, James Chang said that they are thrilled to be part of a new chapter with FJ Benjamin, valuing their trust in Lazada. Chang further shared that lifestyle, fashion and beauty are important pillars in their e-commerce plans and shoppers can now look forward to seeing more well-known brands and labels on their platform, for an integrated shopping experience.

“In the last year, Lazada has supported many businesses that adopted a multichannel approach to set up stores online and we know that our expertise in the e-commerce space will benefit and contribute to the success of a renowned brand like FJ Benjamin, and look forward to seeing positive results with them,” added Chang.

Last year’s lockdown forced FJB stores in Southeast Asia to close down, which led the company to turn to e-commerce. It has ramped up its online presence from one brand, the cult British fashion label Superdry, to almost all its brands including Guess, La Senza, Casio, Rebecca Minkoff, Pretty Ballerinas, Airfree, and Dr. Barbara Sturm. Some of the brands managed by FJB are already available on Lazada’s premiere shopping platform, Lazmall, such as La Senza, Pretty Ballerinas, and Petunia Pickle Bottom.

The press release shared that under the terms of the MOU, both FJB and Lazada will, within 90 days, work on a detailed action plan and a definitive agreement to move the partnership forward.

Hong Kong – Everything has gone virtual this pandemic, and TUMI, the luxury fashion brand, has also joined the lot but with an innovative spin – it launches its first virtual experiential store. 

The store is debuted first in Asia Pacific and the Middle East to launch its Spring 2021 collection. The store uses 360° 3D and AR implementations to give customers an immersive and enhanced omnichannel experience. 

The store is a perfect simulation of the physical store, with products neatly displayed around the store. Displays are interactive, where each one can easily be tapped to display essential information. TUMI has also made purchasing easier with an option to directly shop for the product or opt to contact sales associates to book a personal virtual shopping experience.

Further, TUMI maximizes the online-to-offline experience by connecting the virtual store to its other shopping channels via the Chat & Shop function. 

The brand said the virtual store is a “dynamic storytelling medium.”

“Ushering in a creative new age of digital retail that connects fans with the brand like never before, the TUMI Virtual Store is a dynamic storytelling medium that inspires customers to embark on a journey through thoughtfully designed interactive touchpoints and activations,” said TUMI in a press release.

To make the virtual experience more enjoyable and interactive, the brand has also installed a few fun ‘activities’ such as its ‘Magic Mirror Selfie’, which is usually available in offline stores, allowing one to take a three-second video selfie where visitors are able to enjoy it appear on the mirror before downloading the video file. Visitors can also play and be directed to its ‘Perfecting The Journey’ Instagram and WeChat Game by scanning a QR code viewable in the store. The game involves racing through a forest and across the city and controlling the player’s vehicle using facial movements to collect favorite TUMI bags while avoiding obstacles along the way.

To fully anchor the online and offline experience, TUMI said those visiting the physical stores in the region can explore the TUMI digital landscape via in-store kiosks. 

Together with the launch of the store, the brand has also run another first – its pilot regional live stream, similarly for customers in the APAC and Middle East region to introduce the Spring 2021 Collection, which is said to especially focus on an environment-friendly product line, using sustainable materials for its bags and luggage.  

Hong Kong – HGC Global Communications (HGC) has launched its retail ICT (information, communications, and technology) solution to cater to the needs of SME retailers in making their digital transformation strategy easier, especially as enterprise activity has been greatly affected by the pandemic.

An initial offering by the network company is making retailers stay connected to their customers, including Whatsapp+ service and automated chatbots for the retailer’s online chat system.

Furthermore, the new offering also aids SMEs in creating their online shop from scratch, including marketplace tools such as inventory management, trade reports, and analysis, as well as support for multiple payment methods.

Lastly, the digital offering allows retailers, more specifically in the catering industry,  to practice electronic point of sale (ePOS) systems. The system supports digital menus, enabling customers to use their smartphones to order and pay for meals. This can reduce the necessary manpower and limit mistaken orders, so restaurants can deploy staff more flexibly and efficiently. 

“SMEs are facing various challenges running their business in the midst of the pandemic. Even so, this presents retailers with an important opportunity to optimize their business operations. HGC strives to stand by SMEs at this critical time. Our Retail ICT solution can efficiently address the difficulties they encounter,” said Joe Cheong, COO for corporate business & enterprise market at HGC.

He added, “With the professional follow-up and support provided by HGC’s consultant teams, as well as our competitive pricing, we can guide them on a journey of rapid digital transformation to achieve significant improvements in operational efficiency. We hope to ease the pressure on SMEs, empowering them to continue running their business and identifying new business opportunities even during the pandemic.”

In addition to the digital marketplace package, HGC also offers retailers a unified communication solution (HGC UC) that combines business voice and mobile communication, plus other value-added services like mobile video conferencing to fulfill the needs of enterprises operating during the pandemic through a one-stop ICT solution.

Pakistan – Chinese low-cost retailer Miniso has acquired the Pakistan operations of eCommerce site ToSharing from shopping website Cheezmall, said a report by Profit.

The acquisition, which has a valuation between $5M and $7M, was finalized in September.

With the business based in China, ToSharing’s operations are manned outside of Pakistan. Prior to the acquisition, Miniso products are offered on a number of third-party marketplaces in the country, with ToSharing considered as its channel partner with direct online sales redirecting to the site.

With the deal, such marketplaces will be halted. Miniso did share that the sale of its products through the said channel resulted in inconsistent customer experiences, where ToSharing now standing as the exclusive online destination for purchasing Miniso products in Pakistan.

Mainly, the move by Miniso will be an acqui-hiring where as of 21 October 2020, cross-functional teams of ToSharing across marketing, supply chain, customer care, security, and risk will be transferred to Miniso.pk, its upcoming eCommerce store.

The site will be ready to process orders by the 31st of October 2020.

The acquisition is only the first phase of the investment from Miniso, with the retailer looking to complete further investments to build eCommerce fulfillment centers and the entire infrastructure, for a successful eCommerce operation in major cities of Pakistan.

Kuala Lumpur, Malaysia – eCommerce platform Youbeli has collaborated with IT mall PJ Digital Mall to adopt an online-to-offline (O2O) commerce.

The new partnership comes as Youbeli gears up for its 10.10 sale event. It has brought together 10 participating tenants from the mall onboard the Youbeli platform.

In conjunction with the 10.10 campaign, the parties have prepared surprise freebies for customers who prefer to self-pickup items from the mall. In the future, Youbeli said that it will be offering same-day delivery to any addresses within a 10km radius from the PJ Digital Mall.

Meanwhile, up until 10 October 2020, shopping vouchers and promotions will be continually announced on Youbeli’s and PJ Digital Mall’s Facebook pages. The promotions will be applicable for computers, laptops, and accessories.

This will be the second time that the platform has collaborated with a physical shopping mall, and according to Youbeli CEO Chua Khai Suan, the new partnership is part of their ongoing O2O initiative to help brick-and-mortar retailers to attract sales.

“[Instead] of competing as two different entities, we complement each other’s business model to bring the best deals for our customers,” Chua said.

Meanwhile, Jeffrey Fang, leasing manager of Digital Mall shared, “Since we started the collaborative campaign on 1 October, we saw a long queue of customers outside the mall especially last weekend.”

“At times like this, we need to ensure businesses continue to run to support the country’s economy however much we can so we can reduce the number of unemployment due to the pandemic,” Fang added.

Just recently, Youbeli has also partnered with a co-eCommerce player, Taiwan’s PChomeSEA, to integrate its products to the platform.

United States – As more businesses in the APAC region turn to eCommerce amid the pandemic, Google has decided to make it free for merchants to list their products on the Google Shopping tab, which takes effect in mid-October.

The free listing has been available in India and Indonesia since 2019 and was earlier introduced to the United States in April as part of its COVID support to retailers.

“For retailers, this change means free exposure to millions of people who come to Google every day for their shopping needs, regardless of whether they advertise on Google. For shoppers, it means more products from more stores, discoverable through the Google Shopping tab. For advertisers, it means paid campaigns can now be augmented with free listings,” said President of Google for APAC Scott Beaumont on a product update.

Google said the time of the pandemic changed the way people shop and sell in the region. According to Google analysis, 53% of online shoppers in APAC stated that they’ll choose to buy online more frequently after the pandemic, while almost 40% who weren’t online shoppers before said they intend to continue buying online.

To help retailers adjust to the changes, Google will be offering skills training through its dedicated learning resource Grow with Google. Google will also be sharing research and insights on its market research platform Think with Google to inform retailers’ business decisions.

In addition, Google has launched a playbook and webinar series on how to better manage digital storefronts. It will also be working closely with a number of partners to help merchants manage their products and inventory; this includes global partners like eCommerce platform Shopify, and those across the region such as Vietnam-based SEO website design platform Haravan, eCommerce Shopline in Taiwan and Hong Kong, and Thailand’s eCommerce business provider LnwShop.  

The free listings will be automatically applied to retailers already registered on its Merchant Center and those currently using Shopping Ads, while for new registrants, Google will continue working to streamline the onboarding process over the coming weeks.

Sweden – The Swedish-grown fast-fashion brand H & M has revealed in its nine-month financial report that it will be shutting down 250 of its physical stores by 2021.

H & M disclosed that it has been putting stores into temporary closure since March due to the negative impact on sales development brought about by the pandemic, where at most, approximately 80 percent of the group’s stores have been shut down.

CEO Helena Helmersson said that the coronavirus outbreak prompted more customers to start shopping online during the pandemic, and they are making it clear that they value a convenient and inspiring experience in which physical stores and online channels interact and strengthen each other.

“The substantial investments made in recent years have been very important for our recovery and we are now accelerating our transformation work further to meet customers’ expectations. We are increasing digital investments, accelerating store consolidation, and making the channels further integrated. To ensure that our offerings are relevant to customers and improve availability in all channels, speed and flexibility will be even more important in the future, particularly in the supply chain.”

Currently, the brand operates its own online shopping website, www2.hm.com.