BRAND’S Suntory International

Adobe Experience Forum

12 July 2017

1. Start of our DX transformation journey

2. Technology driving the vision

3. BrandsWorld.com UX Methodology

Agenda

About BRAND’S® Essence of Chicken

• Flagship product

• 182 years of Royal Heritage

• Over 40 scientific papers on BRAND’S® Essence of

Chicken by international scientists from leading

universities

• Clinically proven to improve concentration and reduce

tiredness

• Fat free, cholesterol free, no added salt and no

preservatives

DIGITAL VISION

Create a seamless and consumer centric digital health ecosystem driving strong brand affinity

Enhance points of customer contacts

Starting from our owned channel and assets

– BrandsWorld.com

Our task was to address the barriers and create a stronger digital

ecosystem across paid and owned media

Poor web experience led to high bounce

rate

Integration required

between EC and BrandsWorld

Digital spends increasing

Varied success metrics

No visibility of consumer online

journey

Paid Media

Owned Media

Applicable for both

Key

Barriers

Main priority was to ensure good web experience

BrandsWorld.com Website revamp

Standardize tracking tools

andmeasurement

Establishing digital

fundamentals

Our Vision for BrandsWorld.com

Provide one seamless personal digital

experience to our customer

Ideal on-site user journey

Gift for a pregnant friend

Andy’s friend, Linda is pregnant. He

wants to get her a gift that is suitable for

her.

Researching for gift

He reads about an article on the benefits

of Brand’s Essence of Chicken online,

and clicks on a link that brings him to the

product page of EOC.

Learning more about EOC

He learns more about the product on the

page, such as the key benefits,

ingredients, nutritional information and

manufacturing process.

Decides to purchase EOC

He thinks it is a suitable gift for Linda and

adds a 12-pack EOC to the cart.

Cross selling relevant products

After adding the EOC, he is

recommended other products that are

also suitable for pregnant ladies.

Adding recommended products

He selects the Brand’s Bird’s Nest and

reads about its benefits. He adds a 6-

pack to his cart too.

Personalized gift message

He goes to the cart and wrote a

personalized message for Linda. He then

proceeds to checkout.

Confirmation and discount voucher

He receives an email confirmation of his

purchase with a 10% discount code for

his next purchase.

eCommerce

Cart & Checkout

Catalogue/PIM

Pricing

Payment

Promotion / Coupons

Customer Account

Management

Inventory

Fulfilment

Customer Services

Content ManagementSystem

Content Services

Rich Media Management

Social

A/B Test

Email Marketing

Authoring Tools

Workflow and Approval

Web Analytics

Best in ClassBest in Class

Presentation

Management

Navigation

Site Search

Content Targeting

Personalisation

Mobile

Recommendations

Localisation

Merchandising

Choose the right solution to deliver the vision

Gift & bundle options

Highlight gift and bundle options where

user can make purchase based on

occasions and personal preferences.

Match product to life stage

A tool that tells users how much a selected

product matches with users’ life stages.

Comparison tool

A tool that helps user compare the different

products.

We identified opportunity areas across all our personas and

discovered design drivers

Tools for exploration and comparison

A suite of simple, personalised and targeted tools invite

people to explore content that’s relevant to them and

BRAND’S products.

Reassurance through personalisation

Recommendations based on personal needs and goals

that give personalised advice and guidance in related

topics and BRAND’s products.

Education and awareness

Raise awareness of BRAND’S products, their usage and

possibilities by educating people.

Putting our design to test

• Shows emotions, inherit motivations,

expectations, etc (pupil dilation)

• Shows how people see and interpret visual

elements (user feedback)

• Records amount of attention given to a UI

element (interest or confusion)

• Records signs of struggle find / understand

something (repetitive eye movements).

MIRUM AGENCY 2015

Interested in Campaign A Interested in BEC Interested in Brand’s Product Bundles

With Adobe Analytics tool in place, we can build segments of users

based on their content consumption and onsite behaviour

Came in through campaign A

Proceeded to read content

Did not complete application

Looked at content on BEC

From a mobile device

Located in Singapore

Looked at BBN

Looked at BEC

Checked products related to Bundles

SegmentA SegmentB SegmentC

By connecting Adobe Analytics with Adobe Target, we personalise

content onsite to display interest to the user based on segmentation

SegmentA SegmentB SegmentC

Interested in Campaign A Interested in BEC Interested in Brand’s Product Bundles

Standardize tracking tools

and measurement

Establish digital

fundamentals

BrandsWorld.com

revamp

Measurement Framework

• Improve users’ content

consumptions

• Improve users’ engagement on

Site

• Increase traffic base from various digital channels

• Increase visibility for onsite conversion

• Improve user experience / purchase

experience

• Enhance visitors’ Loyalty on Brands

Success Metrics

Segmentation

✓ Visitor Advocacy

✓ Time Spent on Site

✓ Pageviews per Visit

✓ Unique Visitors

✓ Page views per visit

✓ Leads generated

✓ Bounce Rate

✓ Leads Generated

✓ Visitor Loyalty (Repeat %)

✓ Customer Type (known & unknown)

✓ Device Type

✓ Interaction Concepts

✓ Traffic Sources (Paid, earn

or own)

✓ Entry Page Type

✓ Customer Type

(known & unknown)

Goals:

Business

Objectives

“Personalization goes wrong when

you ignore the human beings on the

other side of the screen”

TransparencyDATA

CollectionPrivacy

Frequency

Cap

Treat every

user as an

individual

human being

Choose the

right

technology to

enable the

vision

Measurement

is imperative