[LEAP Week 2] eIQ Insights: Refinement of an Ecommerce Channel Strategy

Written by: Nichakorn Prateepsawangwong on September 19, 2017

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.

The second session of LEAP dove into a common problem faced by many traditional businesses looking at ecommerce – what online channels should I be selling on?

Factors involved in building an effective retail channel strategy was dissected during this week’s module conducted by managers from leading regional ecommerce enabler aCommerce.

Topics for the week included: multi-channel online distribution, choosing a tech platform to build a webstore and key ecommerce metrics to capture.

Here are some of this week’s LEAP highlights:

1. Criteria for Choosing the Right Online Marketplace

RAPHAEL GAILLOT, REGIONAL DIRECTOR OF BRAND COMMERCE, ACOMMERCE
ecommerce channel strategy
Raphael Gaillot, Regional Director of Brand Commerce, aCommerce

In Southeast Asia, there are typically four channels a brand can sell through: a brand.com, a popular online marketplace, e-retailer, and/or social media (FB, LINE, Instagram, etc.). To test the market’s demand for its product, many brands begin with top marketplaces such as Lazada or Shopee in Thailand.

Raphael shares a few criteria brand managers should consider before choosing a marketplace to allocate resources to:

ecommerce channel strategy

What are the top marketplaces in Singapore? Share your email to receive it here

2. The Right Technology for a Webstore

MANDY ARBILO, HEAD OF REGIONAL WEB DEVELOPMENT, ACOMMERCE

Depending on the country a business is operating in, the level of ecommerce platform maturity differs but the most important part of any shoppable webstore is the features that allow businesses to retain customers and guide them down the ecommerce funnel.

ecommerce channel strategy
Mandy Arbilo, Head of Regional Web Development, aCommerce

Below are a few examples of website features as shared by Mandy:

  • Discovery – SEO/SEM, affiliate feeds, etc.
  • Consideration – Product details, beautiful imagery, etc.
  • Conversion – Promotions and discounts, etc.
  • Loyalty – Loyalty points, wish lists, etc.
  • Advocacy – Gift wrapping, product reviews, etc.

ecommerce channel strategy

“Products delivered to the hands of customers may be the final touchpoint in the theory of ecommerce but in reality, it is not.”

The last touchpoint? Implementing the right levers so they keep coming back.

3. Analytics to Monitor in Ecommerce

MARIE ENAUD, REGIONAL HEAD OF BRAND COMMERCE OPERATIONS, ACOMMERCE

Traditional businesses can think of the layout of their ecommerce storefronts similar to an offline store.

“In a supermarket, store managers would put the eggs and milk near one another because you know these are items that people commonly buy together. The same works for a webstore.”

ecommerce channel strategy
Marie Enaud, Regional Head of Brand Commerce Operations, aCommerce

Marie stressed that through data collection and rigorous analysis, companies would understand which SKUs (stock keeping unit) would perform the best and which products would do more poorly. This allows demand forecasting, stock allocation and determination of successful campaigns.

Opening a brand.com store would provide a wider range of customer data such as buy frequency, time of purchase, types of products bought together, etc. but marketplaces such as Lazada have begun sharing more customer data such as gender mix, age mix and geographical reach.

ecommerce channel strategy

“Is there any shortcut to capturing this data and understanding customer behavior?” asked a student.

“There’s no shortcut to gathering intelligence for ecommerce. It’s best to implement these processes as early as possible and to remember that what worked offline doesn’t mean it will succeed online. Monitoring the data is necessary.”

The next LEAP class is on Thursday September 21st, 2017 taking a look at digital marketing tactics in Southeast Asia. Read LEAP Insights from last week: [LEAP Week 1] eIQ Insights: The New Ecommerce Opportunity in Thailand.


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