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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.”

Ecommerce Logistics and Fulfillment

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.

Ecommerce Logistics and Fulfillment

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.

Ecommerce Logistics and Fulfillment

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?

Ecommerce Logistics and Fulfillment

Mitch Bittermann, Group CCO aCommerce

Mitch shared a checklist of items to make the organization ready for ecommerce.

Ecommerce Logistics and Fulfillment

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.

Ecommerce Logistics and Fulfillment

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.”

Ecommerce Logistics and Fulfillment

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   
LEAP Ecommerce Course Southeast Asia

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).

LEAP Ecommerce Course Southeast Asia

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

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.

LEAP Ecommerce Course Southeast Asia

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.

LEAP Ecommerce Course Southeast Asia

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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