Presentation and panelist notes handout shown at the 21st National Retail Conference & Stores Asia Expo last August 9, 2012 held at SMX Convention Center. Panel composition included: Janette Toral (DigitalFilipino.com), Jack Madrid (Multiply.com), Me-Anne Bundalian (Sulit.com.ph), and Gigi Mabanta (Zalora.com.ph).

1. Harnessing
the
Power
of
Digital
Marke4ng
and
Online
Commerce
for
Retail
Growth

2. The
backdrop
to
e-­‐commerce
in
Philippines
Tradi:onal
Presence
of
High
reliance
on
IT
and
Banking
counterfeits
and
inter-­‐personal
infrastructure
trade
legacy
knock-­‐offs
rela:onships
“evolving”
Buyers
need
Buyers
feel
Low
levels
of
Lack
of
‘accredita4on
and
guarantees'…by
to
ensure
the
comfort,
confidence/
default
modern
trade
quality
by
dealing
with
trust
in
actually
encourages
des4na4on
shopping
physical
known
transac4ng
inspec4on
vendors
online
There
is
an
inherent
reluctance
to
“trade”
through
the
Internet

3. Online
transac:ng
remains
in
it’s
infancy
Online
Transac:ons
(%)
3
1
2010 2011
Ques4on:
Have
you
purchased
products
online
in
the
past
12
months…
payment
could
be
online
or
offline?
Base: Past month Internet users aged 10+ across National Urban Philippines
Source: Yahoo!-Nielsen Net Index 2011

4. Payments
largely
made
offline,
given
current
trust
and
comfort
levels
with
e-­‐payment
Payment
methods
(%)
Cash
(face
to
face)
53
Credit
card
36
Transfer
via
ATM/Bank
10
Internet
Banking
9
Deposited
cash
at
bank
branch
4
Online
accounts
such
as
Paypal
1
Cheque
1
Debit
card
1

5. Projected
e-­‐
commerce
revenue
in
the
Philippines
is
at
P5
billion
pesos
excluding
airline
bookings.
If
online
booking
included,
that
will
be
an
addi4on
of
es4mated
P17
billion.
(factoring
50%
of
Cebu
Pacific
sales
which
is
online)

7. Sulit.com.ph
has
established
its
remarkable
strength
in
the
internet
owning
to
its
high
rankings
in
the
internet
search
engines,
searching
from
the
different
search
engines,
looking
for
products
and
services
plus
the
millions
of
users
directly
browsing
and
searching
the
website.

8. #
Prepare
for
the
sweet
spot
#
Home,
hangout,
hideout
h^p://business.manilastandardtoday.com/2012/03/28/tetangco-­‐says-­‐popula4on-­‐will-­‐bolster-­‐
growth/

9. Help
me
belong…
Help
me
be
significant…
Source:
h^p://mobileyouth.org

10. The
10%
(fans)
that
influences
the
90%
(mass
market)
• Teenage
Pirates
• Cashless
Innovators
• Disrup4ve
Diva
• Discover
the
social
currency
in
a
product
Source:
h^p://mobileyouth.org

11. Brand
vs.
fan
ambassador
• No
more
big
ideas.
• Ideas
from
ground-­‐
up.
Yahoo
Purple
Hunt
2009

12. Disrup4ve
Diva
• Social
tools
(product,
story,
usage
behaviors)
to
reclaim:
– Social
space
– Social
arrival
Source:
h^p://mobileyouth.org

13. h^p:/mul4ply.com/marketplace

14.  Established
in
2004
 Moved
from
Social
Media
to
E-­‐Commerce
in
2011
 The
biggest
online
mall
in
the
Philippines
 Mul4ply
enables
thousands
of
Businesses
to
sell
online

15. The
New
Mul:ply

16. Quick
Stats
6M
members
130,000+
online
stores
16
categories
to
shop
from
85M
monthly
page
views

17. Deep
Engagement
28
mins
average
4me
spent/visit
2,500
new
seller
registra4on/month
50,000
new
items
uploaded/month
50,000
new
users
sign-­‐up/month

18. How
Buyers
Buy
on
Mul:ply
#1
Merchant
posts
#2
Buyer
visits
Mul4ply
products
for
sale
on
Mul4ply
to
purchase
the
product
#4
Mul4ply.com
transfers
#3
Buyer
pays
via
collected
money
to
merchant
Mul4ply.com
#5
Merchant
ships
the
item
to
the
buyer

19. Mul:ply’s
New
Process
#1
Merchant
posts
#2
Buyer
visits
Mul4ply
products
for
sale
on
Mul4ply
to
purchase
the
product
What
Mul:ply
does
for
Merchants?
 Provide
the
payment
facility
 Verify
transac4ons
of
Buyers
 Receive
payments
from
Buyers
and
disburse
to
Merchants
the
following
day
 Don’t
charge
any
transac4on
fees
 Provide
delivery
op4ons

20. E-­‐commerce
Pla]orm

22. – Founded
in
early
2012
to
become
the
No.
1
fashion
e-­‐commerce
in
the
PH
– Successful
start
with
customers
and
orders
falling
above
plan
– Backing
from
experienced
German
investors
who
launched
many
other
fashion
ecommerce
ventures,
e.g.
market
leaders
in
several
EU
countries,
Russia,
Australia,
etc.
– Strong
presence
in
the
region
with
sister
companies
in
most
Southeast
Asian
countries

23. Offering
– Offering
already
includes
500+
brands
and
15,000+
products
– Service
includes
free
delivery
na4onwide,
COD
and
same
day
shipping
in
Metro
Manila,
30day
returns

25. TV
PRINT
POS
CRM
digital
digital
digital
digital
social
social
social
social
game
game
game
game
mobile
mobile
mobile
mobile
Suppor4ng
each
other
online
and
offline.
Fascina4ng
the
audience
in
a
variety
of
ways
to
s4mulate
diverse
engagement.

27. • Slide
1
-­‐
About
you-­‐
PLEASE
FIND
ATTACHED
MY
SHORT
DESCRIPTION
AND
PHOTO
Started
her
career
as
an
Account
Officer
in
the
Corporate
Banking
Group
of
Unionbank
of
the
Philippines.
Looking
for
a
more
exci4ng
and
dynamic
working
environment,
she
then
joined
Inquirer.net
in
2003.
She
started
as
a
Business
Development
officer
for
web,
then
she
was
eventually
given
the
role
to
manage
the
mobile
business
as
well
as
the
Marke4ng
team.
Aner
spending
6
years
with
Inquirer.net,
she
was
then
offered
to
join
Sulit.com.ph
in
2009,
in
which
she
now
leads
the
Business
Development,
Marke4ng
and
Sales
Groups.

28. Jack
Madrid
Country
Manager
Mul:ply
Philippines
25+
years
of
general
management
experience
with
the
following
companies

29. Gigi
Mabanta
–
head
buyer

30. Genera4ng
interest
to
the
site

31. Above-­‐the-­‐line
Web
Adver:sing
 TV
Ads
 Google
Ads
 Print
Ads
 Facebook
Ads
 Radio
Ads
 Youtube
Ads
 Out
of
Home
(Billboards,
Bus
Ads)
Engagement
Below-­‐the-­‐line
 Facebook
 Trade
Marke4ng/Giveaways
 Twi^er
 Event
Management
 Google
+
 Event
Sponsorships
 Pinterest
 Promos
&
Raffle
 Instagram

Youtube

37. December
2011
vs.
June
2012
• Slide
1
Sta:s:cs
you-­‐
PDecember
2011
ATTACHED
-­‐
About
LEASE
FIND
June
2012
MY
SHORT
DESCRIPTION
AND
PHOTO
Members
1,
204,
300
1,587,894
688,684
985,347
Ads
Posted
112,715,036
177,570,756
Page
Views
Unique
Visitors
6,916,741
16,054,568
Visits
16,047,516
29,056,363
Facebook
Followers
176,983
367,687
Twi^er
Followers
25,145
31,126

38. Campaign
Info.
 Analysis
of
On-­‐Site
User
Behavior
 Analysis
of
Off-­‐Site
User
Intent
 Breakdown
of
Relevant
User
Behavior
into
Segments
 Define
Solu4ons
for
Users
in
each
Segment
 Cran
Targeted
Search
and
Display
Campaigns
around
each
Segment

39. Mul:ply
User
Behaviors

40. Expected
Results.
 Average
Display
Network
CTR
of
0.2%
 Average
Search
Network
CTR
of
10%
 Average
Conversion
Rate
of
3%

42. E-­‐commerce
retailers
benefit
from
be^er
knowledge
of
customers
and
their
behavior
– More
informa:on
about
customers’
demographics
• Upon
registra4on,
customers
typically
reveal:
gender,
age,
address,
contact
info
• Brick-­‐and-­‐mortar
stores
would
only
get
this
upon
asking
individually
– Track
clients’
shopping
behaviour
in
the
store
• Every
single
click
can
be
observable
• Store
layout
can
be
adapted
accordingly
– Observe
pacerns
over
:me
and
learn
about
customers’
preferences
• Allows
custom-­‐tailored
marke4ng,
e.g.
ads
related
to
previous
purchases
• Category-­‐Brand-­‐Age-­‐rela4ons
transparent
• Other,
more
difficult
ques4ons
can
be
examined
and
used
for
marke4ng

43. Lessons
learned?

44. • • Experiment,
and
dyou-­‐
PaLEASE
mIND
ATTACHED
Slide
1
-­‐
About
on’t
be
fraid
to
F ake
mistakes
MY
SHORT
DESCRIPTION
AND
PHOTO
• Should
have
an
integrated
campaign
across
mediums
• Measure,
measure,
measure
• When
doing
a
campaign
in
Social
Media,
it
shouldn't
just
be
your
bulle4n
board.
Engage
your
users
• Involve
your
whole
team

45. Lessons
Learned.
 Understanding
On-­‐Site
User
Behavior
and
Intent
is
Important
 Having
Properly
Segmented
Data
is
Key
 Accept
that
any
Conversion
Funnel
is
a
Leaky
Funnel
 Define
Solu4ons
to
Patch
the
Leaks
and
Find
Crea4ve
Ways
to
Remarket
to
the
Spills

46. E-­‐commerce
very
different
from
tradi4onal
retail
regarding
skills
required
for
success
Ecommerce
Brick-­‐and-­‐Mortar
• Data
analy4cs
is
key:
ability
to
design
• Key
success
factors
(among
others)
and
run
smart,
automated
and
are
loca4on
and
face-­‐to-­‐face
integrated
system
and
react
based
on
customer
experience
pa^erns
in
the
data
• 24/7
up4me
required
and
expected
• Customers
used
to
opening
hours
by
clients
• Customer
more
tolerant
towards
• Seamless
integra4on
across
push
marke4ng
and
disconnected
interac4ons
(via
customer
services
processes
communica4on
mix);
need
to
respond
to
feedback
immediately
• Shopping
part
of
larger
(mall,
etc)
• Need
to
deliver
entertainment
value
experience,
no
need
for
in-­‐store
on
top
of
shopping
func4on
entertainment

47. h^p://slideshare.net/jane^etoral