Marketing Featured Southeast Asia

dentsu MY partners with Nuffnang Live, strengthens ‘Total Commerce’ offering

Kuala Lumpur, Malaysia – Dentsu Malaysia and live video commerce enabler Nuffnang Live Commerce has forged a new partnership that will integrate the two firms’ capabilities to drive marketing solutions for brands on live commerce.

Nuffnang Live Commerce is a subsidiary under Netccentric Limited, an investment holding company for media platforms. As part of dentsu’s ‘Total Commerce’ solutions for brands, the partnership brings onboard live video commerce service offering which will enable advertisers to strengthen their e-commerce strategy and drive traffic to their brands’ social pages, create better engagements with brand influencers, and drive on-the-spot sales.

Live commerce is the latest innovation in online commerce today, which aims to bring newer experiences for consumers. E-commerce platforms and brands have caught on the trend of livestream e-commerce which had started in China, and Asia’s Shopee and Lazada now have it well-placed in their marketplaces. Said consumer trend promises further branded content, live influencer engagement, and also real-time conversion.

Dentsu Malaysia said that its Total Commerce ambition is to integrate all the strategic and operational capabilities and ecosystem enablers of what makes a robust and holistic commerce solution, whether through proprietary online stores, marketplaces, social channels, or physical stores in Malaysia, to bring to life the best online shopping experiences for customers.

Jing Wen Foo, who was just recently appointed as dentsu malaysia’s e-commerce director, said, “With the rise of livestreaming as a new conversion channel for commerce and consistent growth in share of sale of social commerce, there is a strong use case for us to strengthen dentsu’s Total Commerce capability around live commerce to empower brands to leverage this trend beyond the packaged offers available in [the] market to accelerate their e-commerce growth.”

Meanwhile, Ganesh Kumar Bangah, executive chairman of Netccentric Limited, described live commerce as the ‘secret sauce’ for brands to succeed online.

“The formula for online success is for brands and businesses to sell products on these platforms through live commerce, a trend that has and continues to accelerate due to the pandemic. Live commerce is a proven effective way to sell and it’s for everybody and not just the big brands,” said Bangah.

Dheeraj Raina, CEO of Media for dentsu malaysia, adds, “E-commerce platforms are a dominant media touchpoint and immensely mainstream now. But consumers are constantly driving a change in the way they shop on e-commerce platforms and for us to be able to anticipate that change and help brands win on it, is a critical part of our commitment to the growth of our clients’ business. With this addition of Live Commerce partnership powered by our proprietary Total commerce products, we should be able to unlock the ease of adoption of this new channel and bring brands closer to consumers in a humanized form.”

This integration is already being rolled out across clients from FMCG, health and beauty, and consumer electronics categories.

Marketing Featured Southeast Asia

Dentsu Commerce launches in Singapore

Singapore – Dentsu International has launched Dentsu Commerce in Singapore to deliver to brands an integrated end-to-end commerce solutions, which is said to be specially crafted to bring unique consumer experiences.

The launch comes as the communications network recently bagged a number of commerce wins such as for Singapore-based fintech startup Hoolah, and Dentsu’s interactive agency Isobar’s extended partnership with electric brand Panasonic. 

Dentsu Commerce brings together its best-in-class commerce capabilities from across the network in Singapore, as well as globally through its cross-functional ‘Teaming Platforms,’ and will be amplified by Dentsu’s strong global partnerships in technology, media, and e-commerce. 

Through its ‘Total Commerce’ framework, Dentsu Commerce will make available to brands Dentsu’s years of experience in delivering customer data and intelligence, commerce strategy and consulting, last-mile optimized creative and content, and world-class technology development and integration.

Dentsu Singapore CEO Prakash Kamdar believes the move from an offline to an online economy has accelerated much faster than anyone expected, where brands will need to rapidly transform to adapt to changes. 

“Dentsu’s commerce capabilities run deep as we harvest from our years of investments in commerce capabilities, and experience in helping brands of all sizes enhance commerce experiences for its customers from the top of the funnel to the last mile. What we are bringing to the table with Dentsu Commerce is the best of our people and the breadth of our commerce capabilities into one joined-up team in Singapore,” said Kantar.

Dentsu shared the focus areas of its ‘Total Commerce’ approach:

  • Commerce Intelligence: Discover and define commerce strategy with market intelligence
  • Commerce Transformation: Developing solutions to optimize commerce experiences
  • Commerce Excellence: Deploying superior commerce performance and measurable ROI Transformation and Excellence

Meanwhile, Dentsu also laid out the different areas that Dentsu Commerce’s end-to-end offering aims to boost for brands:

  • Desirability (Brand equity)
  • Availability (Distribution strategy)
  • Findability (Position Optimisation)
  • Buyability (Content Effectiveness)
  • Repeatability (Purchase Experience)

Brands in Singapore can also tap on a number of the firm’s proprietary products and solutions:

  • Total Commerce Analytics
  • B2B Commerce Transformation
  • Commerce Intelligence
  • 020 Commerce Framework
  • eCommerce Enablement
  • Loyalty & Customer Lifetime Value Optimisation
  • Dentsu Tracking
  • Fast Track Commerce
  • Symphony Product Merchandising
  • Marketplace Consulting
  • eRetail & Performance Activation
  • Marketplace Optimisation

The Singaporean arm will be led by Guillaume Legond, client director & commerce lead for media group; Vivekanand Salunke, regional strategy partner; and Anil Dabhi, project director of Isobar Commerce.

In a joint statement, they said, “Having celebrated many successful commerce journeys for our partners, commerce is not new to us. What does set us apart with Dentsu Commerce is our ability to deliver fully-integrated solutions for true end-to-end management of the commerce roadmap. Our promise is for a frictionless commerce journey that will support product excellence and ultimately, real business performances.”