Into the Edge of eCommerce: The Now and Future of

Consumer Experience via Data & Technology

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Growing Health awareness driving changes in consumers’ eating and

leisure habits

Growth is strong in indulgence and experience categories

Growing number of single,urban households

Online shopping set to increase as internet access expands to social commerceConvenience stores continue to

grow in popularity

WHY Consumer experience?

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What is e-commerce consumer experience like?

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TOP FIVE CONSUMER TRENDS

Consumers cautiously optimistic but many eager to spend

Growing number of single, urban households

Online shopping set to increase as internet access expands

Convenience stores continue to grow in popularity

Growing health awareness driving changes in consumers’ eating

and leisure habits

A marketing approach provide

seamless conversation that in turn translate to increase

brand loyalty & positive brand favorability.

E-commerce consumer experience is

experience plan’s evolution

Campaign

Planning

Channel

PlanningConnection

TV

Homogenous across

channels

Applied as an

afterthought

Rigid, long lead time

Creative First

Periodic

Individual Channels

Fragmented

Siloed

Ad hoc, reactionary,

variable by channel

Media First

Unpredictable

Customer

Personalized

Integrated

Agile and Ongoing

Creative and Media

Together

Always on

Dominant

Perspective

Message

Digital

Planning

Leader

Media

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6

Who to connect

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Discovered profiles from data and statistical patterns

• Data-inspired

• Qualitative, then quantitative

• Historical + Predictive

Qualitative customer profiles that represent demographic and behavioral preferences

• Intuition-inspired

• Qualitative

• Historical

Data-DrivenPersonas

New connection

Traditional Personas

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Data Technology Marketing Strategies

3 spices that build persona connection

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Data Technology Marketing Strategies

3 spices that build persona connection& make the connection seamless

New

Cutting -edge

TECHNOLOGY

Enhanced

CONSUMER DATA

MARKETING

Strategies & Activation

COLLECTIONwhat data can reliably be collected and at

what degree of timeliness, quality and completeness

MODELINGWhat type of data modeling is required in order to

successfully power the level of personalization required

ACTIVATIONHow the personalization meant to be exploited,

is it through offering targeting options and to whatchannel provide best return

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Enhanced CONSUMER DATA

The difficulty in leveraging that data is in making sure that there is the right infrastructure in place to

collect and act on the data in an unified and systematic way

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Enhanced

CONSUMER DATANew Cutting-Edge

TECHNOLOGY

Many successful e-commerce venture invest in these technologies that helps to strategically heighten the businesses’ success.

Omni-Channel Presence/Support

Extensive Personalization

Conversational Marketing

Automation and Chatbots for customer communications

Fast & Easy Checkout Processes

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Enhanced

CONSUMER DATA

Improve audience engagement score• Integrate social platforms• Start a content marketing program• Optimize your product page• Optimize your mobile• Embrace personalization

Increase lead generation & sale• Capture more members• Improve your CRM campaigns• Reward your loyal customers• Upsell your products

Increase active user & retention rate• Reduce inactive user with marketing program

New Cutting -edge

TECHNOLOGY

MARKETING Strategy & Activation

MARKETING ACTIVATION THROUGH MARKETING AUTOMATION TOOL

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INCREASE CUSTOMER LIFETIME VALUE

REVENUE

TIME

Engage & GrowACTIVE CUSTOMERS

Convert more leads

LEADS FIRST-TIME BUYERS ACTIVE BUYERS DEFECTING CUSTOMERS

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3

Increase retentionand win backinactive customers

acquisition retention

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4 KEYS QUESTIONS OF SUCCESSFUL CONVERSION & RETENTION

• Timely triggers

• Turnkey blueprints

• Multistep programs

• Analysis and optimization

• Lifecyclesegmentation

• Performanceinsights

• Purchase History • Email

• SMS

• Social

• Mobile App PUSH

• LINE Chat

• Website banner overlay

Automation

WHEN

Intelligence

WHO

Personalisation

WHAT

Channels

HOW

PROFILE / SEGMENT ACTIVATION RULE

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UNDERSTAND AND PROFILE CUSTOMER LIFECYCLE

Bra

nd

inte

ract

ion

Time

3

1

????

WELCOME BACK

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RE-ACTIVATION PROGRAM“We miss you message”

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3

???????

WELCOME PROGRAM

1

LOST CUSTOMER

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2

Work Shop Invitation

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BIRTHDAY / ANNIVERSARY

2

???????

1

1

Point Redemption Reminder

2

1

Education Program

2

Friend referral program

FB Ads to bring backVIP customers

BRAND A - CUSTOMER LIFECYCLE1. CUSTOMER2. KNOWN ACTIVE CUSTOMER3. KNOWN INACTIVE CUSTOMER 4. LOST CUSTOMER

Special promotion

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4

1

2UNDERSTAND AND PROFILE CUSTOMER LIFECYCLE

Bra

nd

inte

ract

ion

Time

1

????

WELCOME PROGRAM

1

2

Work Shop Invitation

2

BIRTHDAY / ANNIVERSARY

2

???????

1

1

Point Redemption Reminder

2

1

Education Program

2

Friend referral program

Special promotion

BRAND A - CUSTOMER LIFECYCLE1. CUSTOMER2. KNOWN ACTIVE CUSTOMER3. KNOWN INACTIVE CUSTOMER 4. LOST CUSTOMER

3

WELCOME BACK

2

RE-ACTIVATION PROGRAM“We miss you message”

3

3

???????

LOST CUSTOMER

4

FB Ads to bring backVIP customers

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RFM metric and how to do build customer

segmentation

1. Better consumer retention and brands’ royalty

2. Increase purchase frequency

3. Cost efficiency

3 reasons of why we need integrated consumer experiences - Omnichannel

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