Behind the big words: social media, data and e-commerce

1. BEHIND THE BIG WORDS:
SOCIAL MEDIA, DATA AND E-COMMERCE
Jeffrey Hau

2. EVOLUTION OF ONLINE RETAIL MARKETING
Email Marketing Rise of Search Engines Social Networks
Cross-ChannelMulti-ChannelSingle Channel
One-Way Marketing
Omni-Channel
Internet of Things
Traditional Channel

3. For Customers For Retailers/Marketers
WHAT IS OMNI-CHANNEL?

4. Consumers think of online, in-store or mobile shopping as a
single experience, and so must businesses.

5. Customer searches
for items online and
make a purchase
Site is in sync with store
database and tell customer
the expected pick up date
Customer arrives at store already with
associate knowing their profile
OMNI-CHANNEL SALES FLOW

6. Television
Web
Contact Center
Mobile
Email
Website
banner AD
Website provides
product info
Call center calls the
customer
User calls call center to
confirm selection
pay via mobile
Customer
subscribe to email
to know more
User check email to
review order
MULTI-CHANNEL SCENARIO

7. Television
Web
Contact Center
Mobile
Email
Retargeted AD
Responsive Website that
suggests & provides live
chat help
Directs Customer to call
center for further information
Sends SMS with product
info to remind the user
Final confirm and fill in on
detail regarding service + order
Authenticate &
pay via mobile
OMNI-CHANNEL SCENARIO

8. TRANSFORMING THE CUSTOMER EXPERIENCE

9. TOKENIZATION, OMNI-CHANNEL THRU PAYMENTS
Integrating shopper’s experience,
and simplifying the payment
process in the future
A common token to identify the
customer, allowing a single view of all
transactions across channels

10. OMNI-CHANNEL CASE STUDIES

11. OMNI-CHANNEL CASE STUDIES

12. Bringing the in-
store experience
to the online
environment
OMNI-CHANNEL CASE STUDIES

13. CTO
• Enhancement of the
CRM
• Regulatory and
security issues
• Revamp of EPOS
CMO
• Knowing the customer
from any contact point
• Loyalty program
revamp
• Maximize in-store
experience
• Budget re-allocation
and revisit marketing
campaigns
COO
• Adjust existing profit
target scheme and
incentive models
• Associate to be ready
for fast pace, flexible
environment
• Supply chain and
inventory
management
THE PERSPECTIVES AND TO DO LIST

14. IS SOCIAL INEFFECTIVE OR JUST INVISIBLE?

15. CONVINCE OR CONVERT?

16. The COST of going from good content to WOW is HIGH
Maintaining it would be even more difficult
Facebook Ad MechanismLimited Marketing Budgets Creative Limits
MAINTAINING ENGAGEMENT IS COSTLY

17. The sectors
that we are
interested in
THE
SOCIAL MEDIA
FUNNEL

18. The sectors that
we are interested in
THE
SOCIAL MEDIA
FUNNEL

19. Existing CRM
Facebook/ Social
Media Campaigns
What are we solving?
Building a unique profile in the CRM for each
customer based on their interactions & behaviors
• Entity Analytics
• Preferences
• Trends
• Estimated next
purchase
Raw Data
Processed Data
• Email
• Phone number
• Site visit history
• Selection & clicks
Influencer Reward
Program

20. DATA FROM SOCIAL

21. Customer Profile details on social media
Graduation
2009 Get Marry
2008
2011
2012
2016
2005
First House
Have First Kids
New House
Plan to Have 2nd Kids?
Any Insights?
LIFE COURSE OF A USER

22. SOLUTION
Shopping experience personalization
Interactive campaign initiated
Social media platforms integration
Tracking capability enhancement

23. WHAT WE HAVE BUILT

24. EXISTING CHALLENGE
Fails to draw connection between ads to sales
ADS TRACKING TOOLS
know exactly which ad leads to conversion
To maximize the efficiency of ads and hence ROI
optimize ad placement strategy
CONVERTING FROM SOCIAL ADS

25. SOCIAL ADS STRATEGY

26. Carousel Ads
CONVERTING FROM SOCIAL ADS

27. GIFTING CASE STUDY

28. GIFTING CASE STUDY

29. Inspiration. Conversion. Retention.