Page 8 - AeM_Dec_2017
P. 8


             Online-to-offline Integration key focus

             of Singles’ Day 2017

            China's  Singles'  Day  has  grown  beyond  a  Chinese  "A key  highlight this  year  was how  eTailers started to
            online  sales  campaign  into  an  international,  omni-  open  up  more  offline  retail  stores  and  offer  the  same
            channel, retail-as-entertainment festival.           discounts online in their offline retail shops. This helps
                                                                 to  provide  consumers  with  a  better  shopping
            This year, we saw an extension of the "New Retail" into  experience and gives them the option of being able to
            a  wider  physical  footprint.  The  festival  has  become  a  physically  see  and  touch  the  item  and  being  able  to
            significant event – China digital natives are now leading  purchase these items with the online discount. This is
            the  way  with  new  forms  of  retail  such  as  "retail-  also  beneficial  for  eTailers  from  the  logistics
            tainment",  while  flexing  its  economic  and  commercial  perspective as it reduces the number of deliveries that
            influence outside China.                             they may need to make during the sales period," says
                                                                 Tay  Xiaohan,  Research  Manager  for  Client  Devices
            Singles' Day  has  also become an international  affair in  Team, IDC Asia/Pacific.
            many  ways.  For  example,  Lazada  Thailand  mirrored
            Alibaba's  Singles'  Day  practice  to  host  a  massive  Some  key  highlights  of  the  11.11  sales  this  year
            televised  gala  with  celebrities  counting  down  until  the  include:
            shopping deals began at midnight.
                                                                 •  There  was  generally  better  integration  between
            Alibaba's  gross  merchandise  value  (GMV)  grew  by   eTailers as well as the third-party retail shops. For
            42.9%  to  US$25.3  billion,  while  its  competitor   example,  consumers  can head  to  specific  clothing
            reported US$19.1 billion in GMV generated, or up 50%    shops, try on the clothes and purchase it using the
            from a year ago. In countries outside of China, Lazada   online discount. This option also enables retailers to
            reported  US$123  million  of  GMV  generated,  a  171%   provide  consumers  with  a  better  shopping
            increase from 2016. Reports by Alibaba shows that Asia   experience with more consumer touchpoints.
            is  indeed  a  mobile-first  economy,  with  90%  of
            transactions done via mobile and tablets, up from 82% in   •  eTailers also  experimented with  new  offers, e.g. a
            2016.                                                   30-day  price  guarantee.  If  the  prices  of  certain
                                                                    items  drop  within  30  days  after  consumers

      8            December 2017 - Digital Commerce & Customer Experience
   3   4   5   6   7   8   9   10   11   12   13