Harnessing the Power of Digital Marketing and Online Commerce for Retail Growth

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

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

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

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

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)

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.

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

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

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

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

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

h^p:/mul4ply.com/marketplace

  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

The New Mul:ply

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

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

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

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

E-‐commerce Pla]orm

– 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

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

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.

•  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.

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

Gigi Mabanta – head buyer

Genera4ng interest to the site

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

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

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

Mul:ply User Behaviors

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

E-‐commerce retailers benefit from beêr 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

Lessons learned?

•  •  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 shouldnt just be your bulle4n board. Engage your users •  Involve your whole team

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

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

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Harnessing the Power of Digital Marketing and Online Commerce for Retail Growth

by Janette Toral on Aug 12, 2012

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Harnessing the Power of Digital Marketing and Online Commerce for Retail Growth Presentation Transcript