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RESEARCH, ANALYSIS & TRENDS
purchased the items fore Singles' day, eTailers IDC generally expects eTailers to continue to use
promised to refund the difference to them. interactive games, AR and VR to interact with
consumers in the coming years. eTailers will also
• eTailers social and gamification expanded from an continue to increase the number of "New Retail" shops
individual-centric interaction to community-centric. to further strengthen the online-offline integration in the
For example, instead of the usual individualistic red coming years. It will be interesting to monitor the
packet game for consumers, this year, they added adoption of the “New Retail” model outside of China.
an element where consumers had to team up with
their friends to form teams to attempt to snatch red Singles' Day 2017 showcases that digital native
packets. Elsewhere, brands were also found using enterprises, such as Alibaba and JD.com, are leading
games to generate buzz and anticipation in days the way in business model innovations. These
leading up to Singles' Day. organizations are reshaping consumer experiences and
expectations, driving the region toward the ‘Future of
Coined by Alibaba as the 'New Retail', online-to-offline Commerce’. To align value propositions with
(O2O) commerce is part of Alibaba's ambition to shake consumers' shifting value perceptions, organizations
up China's retail market, while extending the market in will do well to take inspirations from these digital
its maturing e-commerce business. The idea is to natives – in how they structure, operate and monetize
connect virtual and offline worlds, drawing more the value which their organizations deliver. ◊
customers onto its network to boost transactions while
amassing valuable purchasing data which feeds into the Source: IDC
rest of its ecosystem. We expect this to be even more
prominent with the other eTailers in the coming years,"
says Lawrence Cheok, Senior Research Manager for
Digital Commerce, IDC Asia/Pacific.
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