FEATURE
The Future of Retail in Southeast Asia
Why Merchandising is the Key Buzzword for Brands in 2022
By Patricia Concepcion , Regional Head of Merchandising , Intrepid Group Asia
Photo source : www . bworldonline . com
The e-commerce industry has demonstrated tremendous growth and potential . According to Google , Temasek & Bain ’ s annual e-commerce report , over 60 million digital consumers have joined Southeast Asia ’ s internet economy since the pandemic started with no signs of slowing down .
With such growth , we have observed amped-up competition among marketplaces to eagerly seize a slice of this highly profitable pie . This year alone , we have seen a surge of e-commerce trends take over , from social commerce to quick commerce . In the marketplace domain , we ’ ve seen an increase in regional mega-sale events as well as country-level campaigns . Despite the variety of platforms and channels available to attract consumers , a new round of challenges presents itself to brands . In addition to campaign fatigue , today ’ s digital consumers are more cautious , particular and smarter in identifying the best deals and products available in addition to the best time to make purchases , making it more challenging for brands to stand out and win consumer ’ s attention .
How can brands attract consumers in this increasingly competitive landscape ? To start , it is important to evaluate our interactions with consumers from each touchpoint as it is fundamental in providing a seemingly personalized experience that suits the customer ’ s needs .
Here we delve deeper into how this can be executed , from specifically utilizing the power of impactful and engaging visuals , optimizing innovative promotions , and last but not least , ensuring each step taken is in the best interest of the consumer with top quality customer service .
Product page optimization
An effective e-commerce merchandising strategy should start from the first touchpoint in the consumer ’ s journey which typically would be in-platform search in marketplace platforms such as Lazada and Shopee . Investing in the right keywords allows brands to ensure their products emerge at the top of the search page . This increases a brand ’ s chances of gaining more visitors to the product page . However , the product ' s top positioning on the search page doesn ’ t necessarily translate into product clicks . To compel consumers to take the next step and click , it is important to ensure a combination of criteria are fulfilled – from creating impactful , attractive product images , presenting a concise and clear product name , ensuring competitive pricing , and having positive product reviews .
Turning your visitor into a buyer is the next challenge . Based on our merchandising team ’ s observations at Intrepid Group , the key to converting is to provide comprehensive and complete product information through attractive visuals , communicate product superiority and claims , and ensure it is sufficient in helping the consumer make a purchase decision . By optimizing product pages , brands have a greater chance of driving traffic and conversion .
Strategic Homepage Merchandising
A brand ’ s online store is more than just an exemplification of its identity as it also plays a critical role in attracting consumers to browse other items in their assortment . Organizing and structuring the store is integral in providing an intuitive and streamlined shopping experience and it is even more important for brands with a large range of products . It ensures easy browsing and efficiency in finding products so customers can cut straight to the chase and make a purchase .
Enhanced customer experience
Between the consideration and purchase phases , customers often reach out to brands
to ask product and service-related questions to speed up the purchase decision . Ensuring seamless consumer engagement with rapid , well-informed responses can further assist in enhancing the consumer experience and influence the final decision-making processes .
Additionally , the customer experience team not only provides comprehensive product information but also serves as the representative of the brand to customers . Customer service teams are essential to building a brand ’ s image and increasing conversion . Because of this , it is crucial to have a tone of voice that suits the brand persona .
In a nutshell , Southeast Asia ’ s e-commerce industry has massive potential but it is also becoming an increasingly competitive landscape . To thrive in an ever-competitive market , one cannot leave any stone unturned when it comes to developing a truly effective commercial strategy . The key for brands to prosper in this ecosystem is by measuring their current approach against the competition and identifying the best opportunity to excel and capture consumers ’ attention . That being said , 2022 is set to be the year e-commerce merchandising continues to play a more critical role in ensuring brand ’ s meet these key objectives .
About Patricia Concepcion , Regional Head of Merchandising at Intrepid Group :
Bringing over 5 years ’ of experience in leading and developing solid consumer-centric ecommerce strategy for brands , Patricia currently leads Intrepid Group ’ s regional merchandising team . Prior to her current role , Patricia was the Ecommerce Business Manager at Kimberly-Clark . A quick thinker with a comprehensive understanding of brand insights , Patricia has developed a track record for helping brands succeed in the ecommerce ecosystem .
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