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ecommerceIQ, together with Sasin SEC, created the Leadership Ecommerce Accelerator Program (LEAP) to provide the fundamental knowledge and skills needed to successfully run an ecommerce business in the world’s fastest growing market.
“Set up a website and sell goods online.” Having an ecommerce business is not as simple as it sounds. In addition to running effective digital marketing to create demand, a user friendly webstore and great customer service, what’s more important is getting the package delivered to the hands of consumer in one peace.
In this seventh week of LEAP, we introduced an overview operations of ecommerce from hiring the right people and technology to being the right leader for your organization.
1. Customer Experience is Key to Pomelo’s Brand and Customer Loyalty
SALISA LANDY, POMELO REGIONAL VP MARKETING AND PR
For leading fast fashion brand in Southeast Asia like Pomelo, it’s not trends and celebrities that drive returning shoppers but prioritizing customer experience. This doesn’t simply mean only answering customers’ questions but taking care of even the smallest details, such as the packaging.
“Our packaging was something that got our customers excited. It [packaging] is edgy and instagram-able. It’s what our customers can post on their social media and from there, word of mouth spread.”
Pomelo Packaging
Another winning point for this online fast fashion brand is how Pomelo addresses the most painful point of online shopping – sizing and returns. Because selling goods online, especially fashion items, requires a good fit.
Salisa Landy, Pomelo Regional VP Marketing and PR
Pomelo offered a 365-day free return policy to break the online purchasing barrier of not being able to touch and trial.
2. A Checklist to Ecommerce Operations: Making Your Business Ecommerce Ready
MITCH BITTERMANN, GROUP CCO ACOMMERCE
When building your ecommerce backend, the frequently-asked questions often involve: Where do we start? Or what do I need to have in order to operate my ecommerce business effectively and efficiently?
Mitch Bittermann, Group CCO aCommerce
Mitch shared a checklist of items to make the organization ready for ecommerce.
3. To Lead is To Achieve Something Great Together
CARLOS FRANCAIS, COO LAZADA THAILAND
According to the Chief Operating Officer of Lazada, to lead an organization, the leader must be able to influence and persuade his team members – especially blue collar workers – to work towards the same goal.
Carlos Francais, COO Lazada Thailand
In this interactive session, Carlos shared this framework to create a shared vision within the company, encouraging the team to fully address its strengths, weaknesses, opportunities and threats.
“People populate your behaviour. When employees are inspired by what you do, and in return, they are productive at their work. This is where innovation begins.”
The next class is on Thursday November 2nd and will dive into how to run a fulfillment center efficiently and explore the right delivery methods in Southeast Asia by the industry expert Kerry Express. Stay tuned for next week’s takeaways!
[LEAP Week 1] eIQ Insights: The New Ecommerce Opportunity in Thailand
[LEAP Week 2] eIQ Insights: Refinement of an Ecommerce Channel Strategy
[LEAP Week 3] eIQ Insights: Market-Product Fit First Before Anything
[LEAP Week4] eIQ Insights: Central Marketing Group’s Shares Phase II of Digital Strategy
[LEAP Week 5] eIQ Insights: Startups Need to Have an Independent Source of Income to Survive
[LEAP Week 6] eIQ Insights: In Mobile Commerce, App Install is Only the Starting Point
ecommerceIQ, together with Sasin SEC, created LEAP (Leadership Ecommerce Accelerator Program) to provide the fundamental knowledge and skills needed to successfully run an ecommerce business in the world’s fastest growing market.
Southeast Asia’s first ecommerce program kicked off last Thursday with three lecturers from honestbee, L’Oreal and aCommerce teaching a full class of C-suites and Senior Managers from banking, travel, retail and FMCG industries, etc.
Every week after class has wrapped up, we will be sharing a few highlights from each session.
Welcome, Class of 2017.
1. Thailand’s Emerging Digital Consumer, the Super App, and Marketplace Verticals
PAUL SRIVORAKUL, ACOMMERCE GROUP CEO, CO-FOUNDER ARDENT CAPITAL
Paul Srivorakul, aCommerce Group CEO, co-founder Ardent Capital
Messaging platforms are the emerging leaders in the ecommerce space to watch for because they’re no longer just social platforms but have the capacity to move up and down the value chain to become a ‘super app’.
An example is LINE: LINE@ (advertiser), LINE Shop (ecommerce) and LINE Man (on-demand).
Convergence of media, advertising, ecommerce and logistics. These brands move up and down the value chain
With millions of dollars behind titans such as Go-Jek, Lazada and Tokopedia all fighting for the region’s 200+ million internet users, what’s left for SMEs? According to Paul, the future is in vertical marketplaces.
“It’s more important to build a community around your company’s products and services than continual subsidizing because what matters is the consumer experience.”
2. What is a Product?
BOUNTHAY KHAMMANYVONG, HONESTBEE THAILAND COUNTRY MANAGER
A product can be the feel of your packaging, it is the brand image, the UX on your website, it is essentially everything that reaches your end consumer.
Bounthay Khammanyvong, honestbee Thailand Country Manager
“It is imperative to define and understand your product to understand who is your real competition and whether you can avoid a war.”
And for ecommerce, make sure to offer consumers something they won’t be able to find offline. Otherwise, what’s the point?
3. The 10 Golden Rules to Succeed in Ecommerce as a Brand
PRAPONSAK (CAFAE) KUMPOLPUN, L’OREAL ECOMMERCE MANAGER
As a brand builds its digital strategy from the initial strategy, business plan to constructing the right internal ecommerce team to execute and measure the right KPIs, there are a few questions the Ecommerce Manager should always ask:
“What do you need to do to succeed?” and “why should you do this?” at each stage of this 10 step ecommerce strategy.
Praponsak (Cafae) Kumpolpun, L’Oreal Ecommerce Manager
What L’Oreal focuses on when establishing its ecommerce presence on multiple online channels is A+ Content – engaging content that inspires purchasing.
The next LEAP class is on Thursday September 14th, 2017. Stay tuned for this week’s learnings.
Sign up for the eIQ Brief to receive weekly ecommerce insights.
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About
EcommerceIQ is powered by aCommerce, the largest regional ecommerce enabler that provides end-to-end and ala carte ecommerce solutions for brands in Southeast Asia.
Contact
689 Bhiraj Tower, 33rd Floor, Sukhumvit Road, Klongton Nua, Wattana, Bangkok 10110, Thailand
