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COMPANIES & COMPAIGNS
Tailoring content
to capture the
e-commerce
market
At the inaugural Shopee Brands Summit 2021, brands have an eCommerce idea, Shopee are willing to
Shopee’s leadership team shared their 2021 take the time to explore the idea and execute it quickly
roadmap for brands to capture the next wave of and effectively if they see the opportunity and size of
growth in the region’s US$172 billion e-commerce prize”.
market, as an increasing number of consumers
spend more online. Staying true to the topic of the month, we had to ask
them about the key event triggers that they look out for.
Since the launch of Shopee Mall, orders have grown by Nicholas Lee categorizes these key event triggers into
10 times, indicative of a growing consumer demand; specific moments:
similarly, the ongoing impact of the pandemic on retail
traffic has also driven more brands to expand their • Life moments (e.g. birthdays)
online businesses, with the number of official stores on
Shopee Mall doubling in the past year. Over the past • Commercial moments (e.g. promoting key
campaigns, reminding consumers of the schedule
few years, Shopee has leapfrogged other e-commerce of their key activities, and reminding them the
sites to become the largest e-commerce site in the actions required prior to the key activities)
Southeast Asia region.
• Product moments (e.g. new product launches)
According to Ian Ho, Regional Managing Director and
Head of Brand Partnerships at Shopee, Shopee is • Behavior moments (e.g. cart reminders)
extremely user centric and every major decision that “Winning in e-business/e-commerce requires us to
they made was centered around improving the connect with consumers across the entire path to
assortment, convenience, and discoverability of brands purchase.”, says Alexandra Vogler, Senior Marketing
and products on their platform. Shopee believes in Director in E-Business, AMEA, Procter and Gamble.
taking a hyper-localised approach by running seven “We therefore look out for a combination of awareness,
different apps in each of their markets and localising consideration and purchase triggers, to in turn deliver
their in-app features, from logistics and payments relevant content for our consumer.” The aim for
options to marketing campaigns. marketing is hence, to be useful, superior, and
interesting—which she regards as far more easily
During the event, Shopee also invited four panellists
from leading brands to discuss the challenges and achievable with a personalized message.
opportunities they face on e-commerce. To better A point of purchase on platforms like Shopee can also
understand Shopee’s meteoric rise, we decided to ask lead to personalized recommendations says Ng Tian
these panellists what it is like working with Shopee. Chong, Managing Director, Greater Asia, HP.
Nevertheless, striking a balance is key. Data privacy
Nicholas Lee, the Personal Health Leader at Philips
ASEAN Pacific, mentions that Shopee takes an open should be taken very seriously, and content that is too
and collaborative approach to working relationships personalized can end up feeling intrusive and off-
which helps brands understand consumers better, and putting. Thus, conscious consent of the audience is
the various opportunities that can be developed with needed if content is to be tailored for them. ◊
Shopee. Shopee’s propensity for innovation has also By Muhammad Shaqeez
encouraged Philips to be more innovative and
experimental themselves. This sentiment is echoed
among other brand panellists with Rohit Bhasin, Global
Vice President at Unilever POND’s, adding “Whenever
14 February 2021: Conversational & Event-Triggered Marketing