Stores

Marketplaces

Brand.com

Web & Mobile

Social & Chat

Optimizing your Brand’s Ecommerce ExperienceRuchipha Thakral, Communications & Product Marketing Manager

Women in Business| February 2017

Snapshot: Six Key Factors To Create an Ecommerce Website

2. Website Content – Make a lasting impression

1. Channels – Brand.com, Marketplaces, Social Channels or Official Online Distributors

3. Targeting Customers and Generating Demand

4. A Smooth Last-Mile Experience

6. Customer Care

5. Social Commerce

Picking the Right Channel for Ecommerce

Brand.com

Marketplace – Lazada, 11th Street

Online Reseller’s

Social Commerce

Facebook is the biggest ecommerce marketplace in SEA

Buying and selling on social media platforms is big in Thailand. Based on a survey done in Bangkok by ecommerceIQ, 48% of respondents indicated to have purchased something on Facebook, Instagram, and LINE in the last 3 months.

Channel: Brand.com

Why Brand.com?• Direct to consumer is the best way for brands to build a strong relationship

with customers• A key opportunity to collect relevant customer data to drive sales• A direct to consumer strategy allows brands to control their pricing structures

Optimize the Brand.com experience via:

• Accurate product description content• Localized content so users can relate to it• Effortless navigation – good UX/UI• Utilize discovery shopping• Optimize for mobile Browsing • Offer cash on delivery • Customer service

Example of a Difficult Browsing Experience

What Makes Good Ecommerce Content

✓ High resolution/ Big Images

✓ Alternative product angles

✓ Colour palettes – for beauty brands

✓ Minimum two reviews per product

✓ Option to leave a review/rating

✓ Social media share buttons

✓ Cross-selling and on-site personalization

1. TRANSACTIONAL 2. DISCOVERY 3. LOCALIZED

✓ No double color of blog and shop

✓ Video content

✓ User generated content

✓ Educational value

✓ Can check-out or access shopping cart from blog

✓ Editorial content integrated as part of product pages

✓ Mix of local models ( especially for beauty and fashion product tutorials)

✓ Mix of local and global discovery content

✓ Product display reflects best-sellers

✓ Includes social content such as Instagram or social feeds of influencers

Product images, collections, and reviews should be enticing and lure customers to make the purchase without seeing the product in real life.

Also known as editorial content does not have a strong sales message and should be useful and enjoyable for the user. Brands that are able to blend both transactional and discovery content smoothly will win in attracting users.

This means that content is not just translated, but together with visuals it is adjusted to cultural preferences of the target customers.

Example of a Good Website

Innisfree- South Korean Brand Cosmetics

- Provides High Resolution Images in multiple angles from top, from side, with packaging or flat on the table.

- Real models to showcase the genuine color and texture of the products.

Example of a Good Website

• Estée Lauder and Bobbi Brown

• They succeed in framing content around certain products in an educational narrative of how-to tips, which also gives the user an option to click on the product and make a purchase.

• The blend of editorial and product content also works the other way around – with links to tutorials or blogs included on the product description page.

Example of a Good Website

2. User-generated content

TIP: By using a hashtag or creating a special campaign, your brand can save costs and let the happy user showcase their satisfaction with your product on social media.

1. Discounts93% of customers find user generated content helpful when making a purchase decision and it can increase web conversions by up to almost 30%.

75% of shoppers are more likely to purchase products with information in their native language

Localized Content

1. Communicate like a local2. Take into account cultural differences and

preferences 3. Leverage the power of peer and celebrity opinions4. Celebrate like a local

Focus on the Customer

Targeting the Customer & Generating Demand:

An ecommerce marketing strategy in Southeast Asia should include the following parts

• Continual communication with the customer, i.e. several direct emails per month• “Always-on” paid search campaigns• Dynamic retargeting• Discounts and samples

Creating a Smooth Last Mile Experience

• Deliver on-time• Package your product well

Customer Care

• Quick responses • Clear contact info • FAQ’s• Live Chat

Last-Mile Experience

Key Takeaways/Learnings

• Have a multi-channel strategy

• Have an easily visible ‘Call to action’ on your website –on product display, visuals

• Show product images in different angles to increase conversion

• Optimize for mobile browsing

• Minimize clicks-to-checkout

• Offer cash on delivery

• Good packaging is a driving factor in last-mile experience

• Use Social media as an outlet for customer service

Email: ruchipha@acommerce.asiaMobile: +6689-661-5716

Ruchipha Thakral Communications & Product Marketing Manager

Thank You

www.acommerce.asia

www.ecommerceiq.asia