O2O JAMES SAMPSON REGIONAL HEAD, STRATEGY & PARTNERSHIPS, GRABADS - MOBILE MARKETING ASSOCIATION
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
O2O James Sampson Regional Head, Strategy & Partnerships, GrabAds Grab
Question:
What percentage A 238% B 548%
did Bubble-Tea
grow on Grabfood
in 2018?
B 1228% C 12,460%
Question:
What percentage
did Bubble-Tea
grow on Grabfood
in 2018?
Answer:
C 12,460%
Sources: https://medium.com/grab/bubble-tea-craze-on-grabfood-af31ea2ec08
Question:
A Singapore B Indonesia
Which SEA country
consumes the most
Bubble-tea per
month? C Thailand D Vietnam
E Philippines F Malaysia
Question:
Which SEA country
consumes the most
Bubble-tea per
month?
Answer:
C Thailand
Sources: https://medium.com/grab/bubble-tea-craze-on-grabfood-af31ea2ec08
Question:
A Chocolate B Honey
The most popular
Bubble-Tea flavor
in Vietnam?
C Hazelnut D Cheese
E Coffee F Matcha
Question:
The most popular
Bubble-Tea flavor
in Vietnam?
Answer:
F Matcha
Sources: https://medium.com/grab/bubble-tea-craze-on-grabfood-af31ea2ec08
#1 Consumer 339 cities
in 8 Countries
Platform in SEA VIETNAM
MYANMAR
>163 million THAILAND PHILIPPINES
mobile downloads
CAMBODIA
#1 transportation platform MALAYSIA
SINGAPORE
#1 fintech platform
#1 Rewards program
Largest and fastest-
growing regional food
delivery service INDONESIA
Online-to-Offline (O2O) What is O2O? O2O is a strategy that brings consumers from an online journey to visit the physical store to make a purchase, try out products or even collect a free sample. The concept of Brick-and-Mortar remains relevant in Southeast Asia where it was reported that less than 10% of sales were done through ecommerce*. This leaves at least 90% of sales still being conducted at physical point of sales. The digital touchpoints in the O2O strategy influence consumers to go down to the physical POS, eventually driving footfall and sales. The ability to link an online customer to their actions in-store is truly the most valuable feature in all omni-channel models.
SEA eCommerce Sector is a Crowded Space
Penetration of Retail Commerce is surprisingly low
Retail eCommerce Sales as a % of Total Retail Sales
Market 2015 2016 2017 2018 2019 2020
SGP 4.1% 4.5% 4.9% 5.4% 5.8% 6.2%
ID 1.4% 2.2% 3.1% 3.9% 4.4% 4.8%
TH 1.3% 1.5% 1.7% 2% 2.2% 2.5%
MY 1.2% 1.4% 1.7% 1.9% 2.2% 2.4%
VN 0.9% 1.1% 1.2% 1.3% 1.4% 1.5%
PH 0.7% 0.9% 1% 1.2% 1.4% 1.5%
SE Asia 1.6% 1.9% 2.3% 2.6% 2.9% 3.2%
Average
Source: Emarketer excludes Travel & Event TicketingRetail eCommerce Sales as a % of Total Retail Sales
USD 29B
Heavily funded competitors focusing on a small
portion of the retail pie?
USD 0.75T
eCommerce growth will take several more years to hit
the critical mass it has experienced in China
Then why all the buzz around eCommerce?
● The China Lens (34% Share by 2020)
● Small SEA wedge still worth $23 Billion in 2018
and will be $100 Billion by 2025
● Consumer Convenience (makes life easier)
● VERY Strong Attribution metrics ie. ROI
Source: Bain, eMarketer.
Market Sizing Numbers are estimates8 Trends That Will Shape Southeast Asia Ecommerce in 2019 https://ecommerceiq.asia/ecommerce-trends-sea-2019/ WRITTEN BY: NICHAKORN PRATEEPSAWANGWONG 1. Brands Shift Their Focus from Data Gathering to Data Utilization 2. Social Commerce Channels are Brands’ New Sales Outlets 3. E-Marketplaces Launch New Services to Differentiate 4. Brands to Reinforce Reviews and Fund User-Generated Content to Win Ecommerce Consumers 5. Brands Employ Direct-to-Consumer strategies to Acquire Direct Consumer Data 6. 2019 Will Finally see Regulation of E-commerce across the Region 7. Grab and Go-Jek Challenge Logistics Providers to Capture Ecommerce and Online Food Delivery 8. Brands and Retailers will Double Down on Omnichannel is Southeast Asia’s Preference over Pure-Play Ecommerce
Winning the Last Mile
Closing the loop: FMCG / Retail partners
In Store
Jumbo Juice Special Offer
20% off Jumbo Juice
purchase at any retail store
20% off your Jumbo Juice
Valid Until 9 Apr 2019
30% Off GrabFood order 20% off your Jumbo Juice Purchase
20% off your Jumbo Juice 20% off your Purchase at any Jumbo Juice at any retail store. Additional 5%
Store. Additional 5% when you use when you use GrabPay
Jumbo Juice • Sponsored
GrabPay
Additional 5% when you use Ask the cashier
GrabPay to enter PIN below:
Save to My Rewards
BOOK A RIDE
Save to My Rewards
User sees In-App Ad User clicks on Save, reward is User visits store, cashier keys
with In-Store Reward added to Grab Reward Wallet in PIN, user redeems reward!Last Mile O2O Advertising
Jumbo Juice Special Offer In Store
User shows
Voucher from
20% off your Jumbo Juice Reward Wallet to
cashier to redeem
20% off your Jumbo Juice 20% off your Purchase at any Jumbo Juice
Jumbo Juice • Sponsored Store. Additional 5% when you use
GrabPay
Additional 5% when you use Omni-channel attribution
GrabPay
Save to My Rewards
BOOK A RIDE
Save to My Rewards
On GrabFood
User clicks on “Use
User sees In-App Ad User saves Voucher Now” to redeem
with Voucher to Reward Wallet reward via GrabFood GrabFood Delivery
orderConfidential
Integrated O2O Advertising (Offline to Online)
Pre-ride During-ride After-ride
Jumbo Juice Special Offer
Come to our store at XYZ mall to
redeem Jumbo Juice reward
5% off Jumbo Juice Subscription Plan
Sign up for our Jumbo Juice subscription
plan with 5% off.
Learn more
Get a free sample
of Jumbo Juice in
this ride!
Your driver has
arrived. Please
be there within 5
mins.
Free Sample!
Capture targeted consumers’ attention Engage consumers and showcase your Remarket to consumers for sales
immediately while they are booking rides content while they are in the ride and insights after their rideNew Innovative Sampling Channels Grab Kitchen Featured as Food Items Selected SKU auto-added and a menu within Grab Food distributed via GrabFood Delivery
Real World Examples
Case Study : O2O Integrated Advertising
OFFLINE ONLINE
Over 18,960 riders experienced the Over 58,000 YouTube views Weekly giveaways boosted user
beauty bar with 61% aided recall -generated posts on FB and Instagram
“We were thrilled with Grab’s willingness to
try this first-of-a-kind experience and we are
happy with the positive feedback from our
customers. Along with our other marketing
efforts, April was our highest sales volume
this year and we are the #1 Micellar water
brand in Singapore!”Sampling to Remarketing: Anlene offers in-car samples of two new flavours
ONLINE OFFLINE
6,475 Samples Redeemed
88.9% of samplers had
tried Anlene before,
consistent with Anlene’s
reputation as a long-
established and well-known
household brand.
55.6% of samplers
preferred the unique black
sesame flavoured UHT milk.
83% of samplers would
purchase Anlene UHT in the
future.
In Vehicle Sampling In App Remarketing Consumer Insights
with SurveyCampaign Vision: Closing the Loop at POS!
ONLINE OFFLINE
Ad Shown to User Saves Reward Redeems reward in-store
1 2 4,618
3 477 redemptions, 10.3% … 75% New to Hera Brand
554K Impressions
savesDriving HERA’s Unique Audiences to HERA’s Storefront
Who we retargeted:
➢ People who have saved the
rewards into the wallet but have
not redeemed itBusiness Objectives exceeded
We conducted a post-campaign survey among 25% of users who redeemed the samples from HERA (n=114)
Increase in conversion rate
Customer 4% of users purchased other HERA products when
Acquisition redeeming sample
➢ Of which 20% spent more than $250
Brand 77% of users did not use HERA’s products before
Awareness
Brand Favourable brand experience & intent to purchase
47.4% of users indicated that they loved the HERA Black
Impression
Foundation (in the sample kit) and will purchase itBest Practices for starting your O2O journey
● O2O typically means Online to Offline, but increasingly can go Offline to Online
● Leverage partners that can get you closer to the end transaction for your
product
○ E-commerce, mobile wallets, payment providers, logistics
● Design customer journies that can be measured (think last mile attribution vs
last click attribution)THANK YOU
You can also read
