From Bricks to Clicks - Taking your retail business online - FOR MMA EVENT - Mobile Marketing Association
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From Bricks to Clicks Taking your retail business online (Covid-19 version) FOR MMA EVENT MAY 2020
Hung Huynh
• Ecom/Retail vertical lead at Facebook
• 2 years at Facebook + 12 years of
experience in Ecom/Retail industry
• Help corporation clients grow business
with FB Ad solutions
• Can’t wait to come back to Vietnam
when Covid-19 ends
Facebook company
What will 1. How consumer behaviours change on the
be shared digital ?
today ? 5 min
2. What should retail business do to move from
Bricks to Clicks ?
25 min
3. Case study: Circle K
10 min
Facebook company 3
How consumer behaviors change in the context of COVID-19?
Context The desire to stay connected is rapidly changing behaviors More time on their smartphone: 70% More news coverage: 67% More shows/films on streaming services: 51% More time messaging: 45% More time on social media: 45% More time on computer/video games: 36% Facebook IQ source: “Coronavirus Research” (online survey of people ages 16-64 in AU, BR, CN, DE, ES, FR, GB, IT, JP, PH, SG, US, ZA), by GWI, Mar 16–20, 2020. Numbers are an average across markets.
Context Video group calls re-create in-person socialization Participation in In one week, Messenger Group time spent in Video Calls has group video calls grown globally by has grown by 70% 2x Facebook IQ source: Facebook data, global, Mar 17, 2020.
Context
They’re coming
together for
real-time experiences
Globally We’ve seen Facebook
3 in 4
Live viewers in the US
increase up to
are interested in Live
streams of events that 50%
are cancelled or in a month
postponed
Facebook IQ sources: Facebook data, US only, Feb–Mar, 2020.
GlobalWebIndex, survey of people in AU, BR, CN, DE, ES, FR, GB, IT, JP, PH, SG, US, ZA, Mar 16–20, 2020.
Context And they still want to hear from brands - as long as they deliver relevant value. 70% 64% 10% Completely Agree Completely/Somewhat Agree Completely Agree I want to continue to I expect companies to Brands that advertise hear from brands and acknowledge today’s during today’s climate companies on what crisis and situation in are tone deaf. they have to offer and their advertising. what they stand for. Ipsos Study 2020: Base: 999 adults 18-65 | Q: Please indicate your level of agreement with each statement.
People are turning
to ecommerce more
than ever
Almost half
of respondents surveyed globally
report that they are doing more
online shopping due to COVID-19
Source: GWI Custom Research, March 31 to April 2, 2020
Facebook company
What should retail
businesses to move
“From Bricks to Clicks” ?
11People spend more
People are doing
time on Livestream People spend more
more online
& still want to hear time on messaging
shopping
from brands
Manage brand Build conversational Drive sales & unlock
presence with shopping partnership with
Livestream & experience with Dynamic Ads &
Instream Messenger Collab Ads
12Manage brand Build conversational Drive sales & unlock
presence with shopping partnership with
Livestream & experience with Dynamic Ads &
Instream Messenger Collab Ads
13Awareness:
Facebook & Instagram Live
Facebook companyConnecting Among people surveyed globally 3 in 4 are interested in live streams of events that are cancelled or postponed Facebook IQ sources: Facebook data, US only, Feb–Mar, 2020. GlobalWebIndex, survey of people in AU, BR, CN, DE, ES, FR, GB, IT, JP, PH, SG, US, ZA, Mar 16–20, 2020.
How to host your live? Key considerations
AUDIENCE TUNE-IN ENGAGEMENT PRE + POST MEDIA
STRATEGY STRATEGY
Consider your target Consider how will you Consider how you’ll show up Will you drive pre-live
audience, established drive tune-in and across in Live—should it be awareness for tune-in?
following, overall which platforms, surfaces laidback/scrappy or more On Facebook, will you
brand tone across (feed / stories), using polished? Do you want to promote the final show
each platform which tools (FB schedule broadcast from your after-the-fact?
live + event reminders), partners page ? Will it be
etc interactive Q&A? Is it meant
to be ephemeral or live on as
VOD?Consider to repurpose live assets to
marketing assets
LIVE 3.7k
LIVE DR ADS
Edit the most engaging parts of the live
video into Ads to drive incremental sales
Facebook companyAcquire users from livestream using Messenger
Live Stream Page Post Reconnect
Facebook companyMEDIA PLAN PHASE
TEASER
LIVE Announcement (Pre)
LIVE
Influencer Organic + Paid STREAM
(Feed + Stories)
Brand Organic + Paid Live
(Feed + Stories) Live Boost AMPLIFY
Live Highlights
Retarget to engage
Day -7 Day 1 - Live Day 2-14CASE STUDY TESCO MALAYSIA
Tesco Malaysia
The retail brand wanted to find an effective
way to lift awareness for its Lunar New Year
offerings ahead of the holiday and was
interested in exploring video ad options for
the campaign, as video consumption peaks
during the festive period.
11% 2M 60k
Increase in People Viewers with
sales YOY Reached the help of
ThruPlay
Facebook company https://www.facebook.com/business/success/2-tesco-malaysiaAwareness:
In-Stream Videos
Facebook companyREACH PEOPLE WHERE THEY’RE WATCHING
In-Stream Ad can run during original, publisher and creator content on Facebook or Audience Network
WATCH NEWS FEED SEARCH SHOW PAGESCAPTURE ATTENTION
Capture attention at scale across quality,
socially-engaging long form video content
REACH
CAPTIVATED REACH
VIEWERS WITH Connect with key audiences at
IN-STREAM
scale
VIDEO ADS
MEASURE
Drive measurable results with
transparency and controlOPT-IN TO IN-STREAM AS AN
ADDITIONAL PLACEMENT AND
UNDERSTAND HOW IT WORKS
MIDROLL 5–15 SECONDS NON-SKIPPABLE, SOUND ON
70% COMPLETION
RATE
>180s
Recommend PLAYS WITHIN APPEARS IN FEED,
16:9 aspect PUBLISHER VIDEOS WATCH AND
ratio LONGER THAN AUDIENCE
3 MINUTES NETWORK
Facebook companyCASE STUDY MAYBELLINE
18pts* 6.2pts* 85%
Point lift in Ad Recall Point lift in Message Video completion
association rate (15s)
To promote the new make-up product, Maybelline ran
a digital campaign combining In-stream and
2X 2.7X
Collaborative ads (CPAS) for the first time. The
2X Lift in Sale ROAS
combination creative a strong synergy in driving both
the brand and conversion metrics.Manage brand Build conversational Drive sales & unlock
presence with shopping partnership with
Livestream & experience with Dynamic Ads &
Instream Messenger Collab Ads
28CONVERSATION How much does the coat cost?
DELIVERS NEXT- Hi Lucy, the price is $40 after discount
LEVEL SHOPPING Do you accept COD?
EXPERIENCES
Yes we do!It creates the “best of both worlds” experience
Retail Store Online Shopping
✓ Competitive prices & discounts ✓ Convenience of shopping
✓ Ability to try & customize anytime, anywhere
product
✓ Ability to bargain CONVERSATIONAL ✓ Access to large variety of
products
✓ Salesman advice &
clarifications COMMERCE ✓ Products demonstration
✘ No touch & feel/demo
✘ Time/effort intensive
✘ No guidance during purchase
✘ Limited variety/options
✘ Concern on product quality
✘ Difficult to navigate UIs
Source: “Conversational Commerce – the next gen of E-com” by BCG
(Facebook-commissioned study of 8,864 people across BR, ID, IN, MX, MY, PH,
TH, US and VN), Aug2019. Respondents, who bought from a business in the
past 3 months using messaging, or sold to a customer in the past 3 months
using messaging, May-August 2019. Source for internet messaging (IM)
Facebook IQ source: penetration is survey data and time spent on IM is an estimate based on
ComScore data and survey data,Top 10 widely bought categories using chat
1. Clothes 2. Food delivery 3. Footwear 4. Skincare 5. Handbags
67% 36% 32% 28% and wallet
23%
6. Cosmetics 7. Watch 8. Mobile 9. Hotel 10. Car
30% 18% accessories booking accessories
26% 20%
Source: “Conversational Commerce – the next gen of E-com” by BCG (Facebook-commissioned study of 8,864 people across BR, ID, IN, MX, MY, PH, TH, US and VN), Aug2019.Conversation can carry a consumer journey Discover Inquire Purchase Reconnect
Getting Started
IDENTIFY LEARN START
the strategic role what makes a great Building out
messaging will play messaging experience
your experience
Consideration Choose a problem
Context better solved by
and inspiration
messaging
Fulfilment, tracking Partner with the
Customer
and care right developer
Re-marketing ContentFind conversational commerce partners
that match your business needs
1 6
• Storefront set up Analytics & reporting:
• Inventory management making data driven
• Supply chain decisions for their
marketing investments
2
Discovery: Get people
to discover your
5
products on multiple
surfaces and find the Remarketing & CRM:
ones that are more Upsell, cross sell,
likely to purchase return and services
3
Inquiry and purchase: to 4
manage multiple threads with
customer, manage queue and Order management &
workflow for the sales reps, fulfillment: shipping slip,
faster replies, knowledge about order management,
customers to help increase logistics tracking, payment
satisfaction and close rate services including CODCASE STUDY MIA.VN
MIA.VN: LUGGAGE RETAILER
“In our experience, our customers often have specific questions about our
products before purchasing. Retail staff can easily answer these questions in
our stores, and we wanted to extend this ease to our online customers. This
campaign has shown that Messenger is a great way to address customer’s
questions and needs efficiently.”
—Tuan Tran, CEO, MIA
6.9X 13.4X 81%
increase in return on ad spend lower cost per conversion
website views (for both online and (compared to an average
offline sales) cost per conversion of all
catalogue sales
campaigns)
Link to case study: https://www.facebook.com/business/success/miaManage brand Build conversational Drive sales & unlock
presence with shopping partnership with
Livestream & experience with Dynamic Ads &
Instream Messenger Collab Ads
39Drive online sales with
Dynamic Ads
Facebook companyD O N ' T J U S T W A I T F O R P U R C H A S E I N T E N T, C R E AT E P U R C H A S E I N T E N T
Automatically promote your entire product catalog Dynamic Ads across Facebook Family of Apps with Dynamic Ads
Dynamically match the right product to the right
person at scale
BROAD AUDIENCES
Expand your dynamic ads to
reach beyond your website
or app visitors to generate
demand
R E TA R G E T I N G
Target people who have
been to your site or app to
generate salesGetting started with dynamic ads
01 02 03 04
Upload your online Place the Facebook pixel Choose your targeting Set up your
product catalog to on your website and/or option to focus on your ad template
Business Manager Facebook SDK and App recent site/app visitors
Events in your mobile app or expand beyond them
44Bring your brand and products to life with
catalog-powered formats
Carousel Categories Collection Fixed cards Overlays
Facebook companyFRAME
Work with your
creative team to
design decorative
borders or logos for
your dynamic ads
Customize your
dynamic ads to
drive more
relevance
CATALOG INFO
Automatically add
information from
your catalog, like
price or discount, to
images
Facebook companyCASE STUDY TIKI.VN
Greater ROAS with Dynamic Ads
& value optimization
The ecommerce platform ran dynamic ads with value
optimization to its sales campaigns, realizing a 50% lift in return
on ad spend for lower-priced products.
50%
lift in return on ad spend for
20%
lift in return on ad spend for
22%
lower cost per order for low-
low-priced product range high-priced product range priced product range
Tiki ran 2 split tests, one for high-value products and one for low-value products, testing the impact of value
optimization. Each used 2 dynamic ads, with one optimized for value and the other for sales conversions. The
dynamic ads automatically featured products relevant to the interests of person viewing it. Both targeted a
Custom Audience: people who had previously visited Tiki.vn’s website or used its app. Tiki also created a
lookalike audience that was based on the Custom Audience. The tests ran for 12 days in March 2018 and used
automatic placements on Facebook, Instagram and Audience Network.
Source: Placeholder text. 48Unlock partnership with
Collaborative Ads
Facebook companyAverage Return On
6 Ad Spend (ROAS) in
Southeast Asia
>4x
Countries
during H1 2019
ROAS
362
Companies
Source: Facebook Ads Manager, Jan – Jul 2019COLLABORATIVE ADS: HOW IT WORKS
Brand
Marketplace
RETAILER SHARES CATALOG
SEGMENT WITH ADVERTISER
ADVERTISER DRIVES HIGH-
QUALITY TRAFFIC TO
RETAILER SITE OR APP
COLLABORATIVE ADS PASS
BACK SIGNALS FROM
PIXEL/SDK
Run performance marketing Send traffic from
directly on Facebook with shoppers with high
your products using intent to drive
retailer’s catalog purchasesCOLLABORATIVE ADS • Target people who
are more likely to buy.
Reach high intent
shoppers at the right • Optimize your
time to drive sales campaigns to drive
results.
• Measure the impact of
your campaigns on
sales.THE PROCESS
is simple
1. Validate that your Pixel/SDK 2. Create a catalog segment
are set up properly
MERCHANT (This is a one time step)
BRAND
4. See the impact of your brand 3. Brands will run performance
partners’ campaigns on sales marketing campaigns
with their productsMore online merchants are utilizing
Collaborative Ads to drive quality traffic &
purchases to sites & apps
YTD including
4 in 2018 7 in H1 2019
pipelineCASE STUDY HUGGIES
COLLABORATIVE ADS CASE STUDY
Huggies Vietnam combined Facebook’s Collaborative Ads,
dynamic ads and retargeting to increase ecommerce sales
284% 21% 124% 238%
return on ad lower cost lift in sales revenue increase in
spend per purchase within 2 weeks weekly purchases
(compared
to previous 4-week
campaign without
Collaborative Ads)
To boost online sales, Huggies tested Facebook’s Collaborative Ads in combination with
dynamic ads and broad audience targeting. Huggies was able to run performance-driven
dynamic ads to promote products from its Lazada store directly on Facebook, creating a
Catalog Segment with the brand’s products hosted on the ecommerce website, and then
directly include the products in the dynamic ads in a Collection Ad format, pairing a hero
video ad with 4 dynamic ads in a Carousel that featured products from Huggies’ store on
Lazada.People spend more
People are doing
time on Livestream People spend more
more online
& still want to hear time on messaging
shopping
from brands
Manage brand Build conversational Drive sales & unlock
presence with shopping partnership with
Livestream & experience with Dynamic Ads &
Instream Messenger Collab Ads
58Thank you
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