Page 4 - AeM_October_2019

RESEARCH, ANALYSIS & TRENDS

Businesses in APAC embrace Automation and

AI for the sake of better customer experiences

For online retailers, it’s no longer a simple case of bricks China, India, Malaysia, Thailand, and Singapore,
vs. clicks anymore. Spoilt for choice these days, providing online retailers with key insights around the
consumers are far less loyal to brands and are more purchasing preferences of modern-day customers.
likely to try new products. With online retailers facing Titled ‘Listen: A Magento Meaningful Series’, the report
increasing competition, how can they build brand loyalty underpins the ever-increasing importance of customer
and retain customers in today’s marketplace? experiences for brands looking to stay ahead in the
hyper competitive online retail space.
In partnership with YouGov, Adobe released a new
commerce report which found that there is an increasing “As customers in APAC expect more personalized
importance for online retailers to focus on developing engagements, brands need to craft strategies with
seamless, enriching customer experience strategies to customer experience at the heart. There is a growing
engage modern customers. 39% of those surveyed said need to focus on multi-channel, focused engagement
it’s important for websites to work well on smartphones, opportunities which cater to the customers’ need for
while 23% stated the provision of a dedicated app as an seamless and exceptional experiences across the
important aspect to their shopping experience with a board”, Nicholas Kontopoulos, Head of APAC
brand. Commerce Marketing, Adobe explained, adding: “There
is also a requirement for online retailers to demonstrate
The report also highlighted that APAC customers are clear brand utility for customers in return for their
willing to embrace new technologies like automation and information, create more engagement and engender
artificial intelligence. And with climate change closer, more meaningful and lasting relationships with
dominating national conversations, unsurprisingly, customers.”
consumers are searching for brands with the green
factor. 34% of customers in APAC are more receptive to Other key findings include:
retailers who minimise their use of packaging while • 60% responded positively to the prospect of AI
almost a third are more receptive to retailers who are being used to increase sales and profits by online
donating towards environmental causes.
retailers, if that use resulted in a better customer
The research surveyed over 7,000 respondents from experience;
various markets in the JAPAC region including Australia,

4 October 2019 - Micro-moments & Customer Journey