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Live Virtual Master Class: How to Deliver Amazing Digital Commerce Experiences

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With more than 52% of Asia Pacific online shoppers discarding their virtual shopping carts – more than Americas (46%) and Europe (43%), we share with you the latest trends in today’s digital ecommerce and APAC consumers online shopping preferences and motivations to complete a purchase from our latest SAP Customer Experience research of 8,000 Asian online shoppers across Australia, Singapore, Thailand, India, Japan, South Korea, Hong Kong and China. We are also joined with guest speakers from Tata CLiQ who shares their experiences in delivering better online shopping experiences. Find out what are the common pitfalls and best practices in implementing an amazing digital commerce experience.

For more about our how you can deliver amazing digital commerce experiences, please visit us at: cx.sap.com/en/virtual-master-class/deliver-amazing-digital-commerce-experiences

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Live Virtual Master Class: How to Deliver Amazing Digital Commerce Experiences

  1. 1. SAP Consumer Propensity Study Asia Pacific 2018 31 July LIVE Virtual Master Class: How to deliver amazing digital commerce experiences
  2. 2. 2INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Meet the panelist Jennifer Arnold VP & Head of Marketing, APJ & Greater China SAP Customer Experience
  3. 3. 3INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Meet the panelist Kosta Triantafillou Center of Excellence, Marketing solution, APJ SAP Customer Experience
  4. 4. 4INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Meet the panelist Sidharth Srinivasan Head of Digital Marketing & Founding Member of TataCLiQ.com Tata CLiQ
  5. 5. 5INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Meet the panelist Sid Mitra Head of Platform Tata CLiQ
  6. 6. 6INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Meet the moderator Rita Marini Sr. Director & Head of GTM Marketing, APJ & Greater China SAP Customer Experience
  7. 7. Some housekeeping information before we start…
  8. 8. 8INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Digital touchpoints influence up to 56% of in-store purchases Asia, the next big superstar Global market share in 2016: China 42%, USA 24% E-commerce growth projection US$2.30 trillion in 2017 US$4.88 trillion in 2021 Digital commerce outlook
  9. 9. 9INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ SAP Customer Experience commissioned a survey in January 2018, reaching out to 8,000 consumers across APAC, learning about their: SAP Consumer Propensity Report APAC 2018 Online shopping habits Purchase motivations Shopping cart interactions Features wish list
  10. 10. 10INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Jen, what are the key findings from the study?
  11. 11. 11INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ What are APAC shoppers buying online? 77% Fashion (clothes, accessories, shoes) 56% Digital goods 61% Groceries and consumer packaged goods (bath, hair, pet supplies) 63% Travel (flights, hotel, tours) 61% Entertainment experiences (tickets for concerts) 29% Furniture 32% Financial products (insurance, loans)
  12. 12. 12INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ APAC shoppers are decisive about buying these items online (with purchases normally checked out in a day): 72% Groceries and consumer packaged goods (bath, hair, pet supplies) 75% Entertainment experiences (tickets for concerts) 60% Travel (flights, hotel, tours)
  13. 13. 13INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ They let items sit in the cart this long before they purchase 50% Within the hour/ immediately 8% 1 to 6 days 15% 1 to 6 hours 7% 6 hours to a day 8% A week 12% More than a week South Korea 54% Within a day 46% A day or more China, India, Thailand 58-59% Within a day 41-42% A day or more Australia, Japan 70-72% Within a day 28-30% A day or more Singapore, Hong Kong 64% Within a day 36% A day or more
  14. 14. 14INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ APAC tops the chart ahead of other regions in abandoning online carts 46% Americas 43% Europe 52% Asia Pacific
  15. 15. 15INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ These types of goods get abandoned half the time or all the time 22% Financial products 24% Furniture 25% Fashion purchases
  16. 16. 16INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ What cause the high abandonment rate in APAC?
  17. 17. 17INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Top reasons why APAC online shoppers abandon carts 46% Use it as a visual display board to compare prices with other brands 57% Singapore 62% South Korea 35% Product(s) are out of stock 45% Shipping costs are higher than expected 60% Australia 48% Thailand 54% India 51% Japan 42% Hong Kong 33% No discount/ promotion 46% China
  18. 18. 18INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ So what do they wish to see more from brands for a better online purchase experience?
  19. 19. 19INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ 56% Discount/ promotion notification 37% Discounts with additional purchase notification 26% Timely response to queries about the item Consumers want to see more of these from brands
  20. 20. 20INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ 56% Easy exchange via free return labels or nearby lockers 51% Comparison tools to compare prices and specifications of products within the same website 40% A physical store that they can go to test or try out products 39% Virtual or augmented reality technologies to help shoppers picture how the product will look like in real life 36% Different types/ sizes of the same product to try on and return And these...
  21. 21. 21INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ What can brands do to turn this around?
  22. 22. 22INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ #1 Know thy customer Brands need a view of the consumer across all touchpoints, at all times, and advanced analytics to anticipate customer behaviours and understand real-time intent. In other words, brands need an omnichannel strategy.
  23. 23. 23INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ #2 It’s not all about discounts Cart abandonment can be an opportunity. Instead of slashing prices to hook consumers, brands can analyse cart data to better understand the customer journey, such as items selected and discarded, navigational steps, time spent completing specific actions, and the precise point of abandonment.
  24. 24. 24INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ #3 Align your enterprise Supply chain and logistical decisions have a direct impact on sales. Integrating back-office and e-commerce systems provides a view of online and instore availability, alternative suggestions for out-of-stock items, and delivery options and timelines, thus offering a seamless customer experience that increases sales.
  25. 25. 25INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ We hear the term omnichannel a lot, but what does it mean to be truly omnichannel?
  26. 26. 26INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Sid Srinivasan, what do you think of the SAP Consumer Propensity Study’s findings? Can your business relate to those?
  27. 27. 27INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Can you share with us the journey that led you to build TataCLiQ.com?
  28. 28. 28INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ What are some innovative approaches Tata CLiQ are taking to continually deliver better online shopping experiences?
  29. 29. 29INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Kosta, what are key trends today in digital commerce and how do you see it evolves in the next three years?
  30. 30. 30INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ 1 2 3 Phygital AI, AI, & AI Contextual Engagement What’s happening today?
  31. 31. 31INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ 1 2 3 Customer Recognition Next Best Action Experience is the Product Where are we heading?
  32. 32. 32INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Where else? VIRTUAL COMMERCE IOT-COMMMERCE VOICE COMMERCE DELIVERY OPTIONS M-COMMERCE VOICE SEARCH AUGMENTED REALITY
  33. 33. 33INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Are these findings in line with what you have seen so far?
  34. 34. 34INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ What are some of the common pitfalls that businesses fall into when it come to digital commerce?
  35. 35. 35INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Who Am I? Trust & Compliance Blast Through The Noise
  36. 36. 36INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Share with us some best practices in implementing digital commerce solution.
  37. 37. 37INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Best Practices 1. Go Omnichannel. 2. Contextual Marketing. 3. Don’t always discount. 4. Embrace new technologies. 5. Never disregard supply chain management. 6. Leverage your data.
  38. 38. 38INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ Sid Mitra, there are so many commerce solutions out there, why did you choose SAP Commerce solution?
  39. 39. 39INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ What advice would you give to companies out there who are looking to implement digital commerce solution?
  40. 40. 40INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ What’s next for Tata CLiQ?
  41. 41. 41INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ What does a perfect digital commerce experience look like?
  42. 42. 42INTERNAL© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ • An exceptional digital commerce experience does not happen overnight. It requires re- evaluation of your core systems and investments to transform your business processes. • Many organisations still struggle to create connected, personalised, and engaging experiences. Brands need a complete intelligent customer experience enterprise that provides a real-time, 360-degree view of the individual customer. Key takeaways GET THE FULL REPORT HERE cx.sap.com/consumer-report2018
  43. 43. Contact information: Rita Marini Sr. Director & Head of GTM Marketing, APJ & GC SAP Customer Experience Rita.marini@sap.com +65 965 33 151 Thank you.

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