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Key players driving the retail revolution across Asia including Monisha Varaden (Lead, APAC, Google Assistant, Google), Harishankar Vijayarajan (Chief Business Officer, Lazada), Aseem Puri (Global Chief Marketing Officer, Unilever International), Jasper Knoben (Head of e-Commerce, Philips), Enrico Baldo (Director of Retail and Partner Store Operations, Crocs) to meet in Singapore in 23-24thJuly 2018 at New retail: Shopper Marketing & Evolution Forum.
Shopper marketing has evolved over the years, accelerating in the last five years from social media marketing, to multi-channel marketing, omni-channel marketing, and omni-commerce marketing. It is changing from a “product-centric” to a “customer-centric” approach, thus the simple act of making products more appealing and visible to customers is obsolete. Quoting from PR Newswire, Akash Jha, Director of Store Planning in Asia, Middle East and Africa at Levi Strauss believes that, “Trends are changing from traditional media to digital media; focus on engaging with consumer through both big and small influences, strong focus on social media and personalisation.” Hence, customers today can hold the reins to steer retailers in the direction of influencing the switch from physical to digital touch points, while still expecting a consistent engagement experience.
At a time when an informed and device-engaged cohort of customers is shaping the world of retail, mandating cohesive brand and shopping experiences, as well as service level across all channels, a sharp look at one’s strategy is crucial. Customers who are active across various channels are considered more valuable, which is why high street retailers, eCommerce sites, brands, manufacturers, malls and department stores are coming together to join the dots between concept, data, shopping and loyalty.
“You will see more and more algorithm-driven personalisation on all aspects of shopper marketing, from product recommendations to promotions to engagement content served,” said Jasper Knoben, Head of e-Commerce at Philips. David Lee, Head of Digital Commerce at SIRS Singapore Institute of Retail Studies believes that, “Future trends shall include eMarketplace with AI machine learning and big data analytics to be part of the shopper marketing equation.”
Source: marcus evans