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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
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