亚太区商务报告（英文版）

,Asia-Pacific commerce reportSitecore,2018,Sitecore,Contents,Executive summary1. Key features of experience commerce1.1 Importance of personalised content and experience1.2 Business insights1.3 This report2. Commerce snapshot across Asia-Pacific2.1 The shift online for consumer and business2.2 Commerce readiness3. Benefits of a more developed digital marketing strategy3.1 Revenue benefits3.2 Achieving better business outcomes3.3 Benefits of using digital tools4. Business perspectives4.1 Perspectives on the customer journey and commerce4.2 Digital marketing and commerce4.3 Barriers to adopting digital tools5. Key actions to achieve business change5.1 The future of commerce and risks of inaction5.2 Key actionsReferencesAppendix A: Survey and modelling approachContactsLimitation of our workGeneral use restriction,iii124455688810111112141717171921222323,.with substantial benefits for business.A 5% increase in the share of customerpurchases conducted digitally is associatedwith 3.5% rise in revenue growth or a$525,000 additional revenue for a businesswith revenue of US$15 millionHowever, there are barriers todigital adoption for business.,Asia-Pacific commerce reportThe commerce journey is occurringacross multiple promotional channels.The average business in the Asia-Pacific uses 5promotional channels. 96% of businesses use email and websites 90% use word of mouth 89% use social media 77% use mobile apps.and increasingly online.,higher utilisationof digital channelsis preferred bybusinesses,5 percentagepoints,Integration Australia New Zealand China SingaporeCited by 2528% of businessesii,Cost India JapanCited by 26 31% of businesses,Sitecore,iii,Executive summary,The commerce journey is increasinglyoccurring across multiple physicaland digital channels. Businesses haveopportunities to interact with potentialcustomers across these channels and itis important that they make the mostof each of these interactions. Experience commerce is the focus onthe end-to-end e-commerce journey ,using the personalisation of content topresent relevant campaigns and productrecommendations to customers acrossmultiple channels. The end-to-endcustomer journey and the focus on thecustomer experience should be at theforefront of business considerations.While physical stores have traditionallyhad a strong customer experience focus,digital channels have been characterisedas broad reaching, low-cost channelsto market. However, as more and morecustomers are making decisions andpurchasing online, businesses need toensure the online customer experienceis as engaging as the physical one.For businesses considering theirmulti-channel strategy, this researchfinds that websites and emailremain the most important tools forbusinesses in providing information toand communicating with their customers.72% of surveyed businesses in theAsia-Pacific region noted that a websitewas very important to their businessoperations, a much higher proportionthan any other traditional or digitalchannel. This reinforces that websitesare more than just an online shoppingcart. They are a channel to market onwhich businesses must create engagingcommerce strategies.,Businesses would ideally like to seemore of their operations online ,preferring 5 percentage points higherutilisation of digital channels.This aligns with our economic modelling,which finds that for every 5% increasein the share of customer purchasesconducted through digital channelsthere is an associated 3.5% increase inrevenue growth . That is, for an averagebusiness with revenue of around US$15million, this would be associated with anincrease in revenueof around US$525,000.While businesses are consistentlyshifting away from traditional channels face-to-face and telephone transactionsare shifting to a number of digital channels web, app, social media platforms andemail. This shows that customers ratherthan businesses are driving the paceof change through demonstrating howthey want to interact with businesses,rather than business simply driving theshift to online channels to reduce costs.The need to maintain multiple channelscan create problems for businesses .The average business in this researchmakes sales through more than 5digital and physical channels, with eachaccounting for less than 25% of sales. Thisis why some of the expected productivitybenefits associated with digital are notbeing realised and why benefits maybe more likely to be realised throughhigher revenue than reduced costs.Businesses will be most efficient if theyhave a commerce system that operatesconsistently across these multiplechannels. Sales through a number ofchannels also poses the risk of frictionbetween channels or the risk that one isdetracting, rather than adding tothe customer experience.,About this studyThis report, commissioned bySitecore, aims to understandcommerce trends and businessperspectives across the Asia-Pacificregion and to presentrecommendations and an actionplan for commerce success.The analysis in this report drawson the findings of a survey of over1,000 businesses located in theAsia-Pacific region (including Australia,New Zealand, Japan, China, Indiaand Singapore) with over 250employees, as well as case studieswith Sitecore customers.,Asia-Pacific commerce report,iv,The research also highlighted thebenefits and opportunities fromstreamlined commerce systems .Over 60% of businesses have multipledigital platforms for different commercestages and 57% reported paying toomuch for a suite of systems from differentproviders. The use of multiple systemsacross the sales and marketing cycleis resulting in higher costs and may becontributing to integration issues.While businesses look to increase theironline operations, the biggest barriersto adopting digital commerce toolsare integration with legacy systemsand cost . Cost was identified as thebiggest barrier for businesses in Indiaand Japan, while integration issueswere the most limiting factor in China,Australia and New Zealand. Anotherchallenge for businesses in the changingcommerce environment is keeping on topof engagement with consumers. Giventhat four out of five businesses believethat consumers are increasingly expectingfaster online responses to questions orissues, their digital tools should facilitatethis interaction.There can be benefits for businesses instreamlining their commerce systems.For example, if a business is runningdifferent web and commerce systemsbased on different programming languages(such as Java, PHP and .Net) and splittingoperations across multiple systems,there is duplication of staff and differentskills required across their workforce.There may also be duplication ininfrastructure and managed services.,This may be necessary for somebusinesses with specialised needs,but for the majority, an integratedand consistent system using a singleprogramming language could increaseefficiencies and save the ongoing costof training that comes from usershaving to switch between multiplesystems from different vendors . Themajority of businesses (81%) expressedthat collecting customer insights anddata is important to their operations.Data analytics, made possible through asystem that captures information alongthe customer journey, can unlock powerfulinsights into customer behaviour and allowbusinesses to personalise communicationsand provide relevant information topotential consumers, which is more likelyto be effective in driving sales.After this, businesses will next need toincreasingly personalise the customerexperience, providing relevant andengaging product content on an ongoingbasis. This could assist in the realisationof benefits such as increased sales andcustomer retention, meeting customerexpectations and keeping up with localcompetitors. 82% of businesses in theAsia-Pacific region recognise theimportance of continual customerengagement even after the sale hasended, so a streamlined system willprovide greater visibility across theend-to-end customer journey.There are three key actions forbusinesses to improve their focuson experience commerce.,Summary of key actions1. Embrace the multi-channelcustomer journey and ensurea consistent experience acrossphysical and digital channels2. Invest in an integrated andconsistent system that canbring customer data togetherfrom multiple sources whileincreasing efficiencies andreducing staff costs3. Analyse customer dataand increase the scope ofpersonalised communicationwith customers.,Sitecore,1,1. Key features ofexperience commerce,Experience commerce is the focus onthe end-to-end ecommerce journey ,using the personalisation of content topresent relevant campaigns and productrecommendations to customers acrossmultiple channels. The end-to-endcustomer journey and the focus onthe customer experience has becomeparticularly important in recent years asthe channels to market and opportunitiesto interact with potential customers haveincreased in a digitally connected world.While physical stores have traditionallyhad a strong customer experiencefocus, consumers are no longer solelyshopping in-store with online shoppingnow just as popular as a preferred wayto shop (Wallace, 2017). Digital channelsare commonly perceived by businessesto be a cheaper channel to market withbroader reach than physical stores, butas consumers spend more time shopping,The commerce journey is increasinglyoccurring across multiple digital andphysical channels with customers typicallyinteracting with more than one channel intheir shopping journey. It is not uncommonfor customers to see an advertisement ontheir mobile phone, research the producton a tablet, visit a store to see the productand talk to sales assistants, complete thepurchase via the business website andreceive follow-ups via email.In a world of multi-channel engagement,providing a personalised and consistentcustomer experience across channels isimportant. Consumers prefer a seamlessshopping experience, not having to startfrom scratch as they move across channels.In the end, consumers see the channels asa simple way of communicating and wantto have an easy interaction with a companythrough whatever channel they choose(Hyken, 2017).,Personalisation of information basedon behavioural triggers, through dataanalytics, is a key part of experiencecommerce and can result in a numberof benefits for business and customers,including higher sales and customersatisfaction (Rawson et al., 2013).,online, they are becoming increasinglyinfluenced by the experiences they getfrom businesses (Newman, 2015).Figure 1.1. The customer journey across multiple channels,Advertisement,Research,In-store visit,Onlinepurchase,Follow-up,Asia-Pacific commerce report,2,1.1 Importance of personalisedcontent and experienceUsing data and personalising thecontent presented to customers canhelp to improve customer acquisitionand retention by allowing businessesto know and target individualcustomers . This is particularly importantgiven that nearly nine in ten consumers saythat personalisation has some impact ontheir purchasing decision (Lindsay, 2014).,Sitecore (2017) presents a case studyof a positive and negative customer journey(see Figure 1.2). These cases emphasisethat by successfully integrating contentand commerce, businesses typically havea higher chance of converting a sale.Businesses can target customers with theright message by monitoring a customer sbrowsing history, social media content andprevious purchases. In most cases, this willlead to an effective customer experienceand an ongoing relationship betweencustomer and seller.,Sitecore,3,Figure 1.2. A shopping experience integrating content and commercePositive experience, Mike browsing for hiking bootson website Data analytics are used to collectdata on Mikes previous searchhistory on the website and his socialmedia activities Automated marketing to be sentto Mike that provides offers that aredirectly relevant to his hiking needs. Mike adds a pair of boots to hisshopping cart but fails to makea purchase. Within 24 hours, thecommerce system triggers anautomatic email to remindMike of his abandoned cart, causingMike to buy the boots and otheritems recommendedin earlier offers. The journey does not end there .Personalised follow-up emails andinstructional, helpful informationabout how to maintain his bootsare sent to Mike, along withrecommended companionproducts (e.g. boot conditioningcream). This engenders loyalty andfurther purchases.Source: Deloitte Access Economics, based on Sitecore (2017),Mikesshoppingexperience,Negative experience, Blind marketing sends promotionalmaterial to Mike for wetsuits towhich he immediately deletesbecause he has no interest ina new wetsuit When Mike adds a pair of boots tohis shopping cart but fails to makethe purchase, he is re-marketedwith a wetsuit.This causes Mike to get annoyedand frustrated with the irrelevantproduct promotion and purchasesthe boots from a competitor.,Asia-Pacific commerce report,4,1.2 Business insightsThere are benefits for businesses thatare able to successfully manage thecustomer experience across multiplechannels. Providing a positive customerexperience is important given the levelof competition in the market. One way toachieve this in a multi-channel environmentis for businesses to personalise theircommunications with customers. Accordingto a study conducted by Teradata (2017),47% of businesses cited improvedcustomer experience as the primarybenefit of personalised campaigns.Companies that strive to make acustomer s experience easier and moreconvenient are also likely to gain higherrevenue and sales . It has been foundthat 50% of customers will engage morefrequently with a company after a positivecustomer experience (Miller, 2017).1.3 This reportThis report, commissioned by Sitecore,aims to explore commerce trends in theAsia-Pacific region.To inform the analysis, this report drawson the findings of a survey, based on over1,000 businesses located in the Asia-Pacificregion (including Australia, New Zealand,Japan, China, India and Singapore) with over250 employees, as well as case studies withSitecore customers.The purpose of this report is to understandcommerce trends and businessperspectives across the Asia-Pacific regionand to present recommendations and anaction plan for commerce success.,QNET: personalising the direct selling customer experienceQNET, a direct selling company for consumer products, was established 19 years agoand now distributes globally to over 100 countries, connecting a customer base ofjust under 10 million. QNET has offices in 25 countries with its head-quarters inHong Kong and a presence in Asia, Middle East, Europe and Africa.QNET s operations are 100% online, with every transaction running through itsproprietary ecommerce platform. Its customers include both retail customers andits network of independent representatives. Ivan Woo, QNET s Chief InformationOfficer based in Hong Kong, believes there are three key factors essential forsuccess in commerce making the experience as simple as possible, making thetransaction as fast as possible and facilitating the transaction on the consumer spreferred device.QNET sees the value in personalised customer experiences. As theirrepresentatives grow their networks, the information provided to them is tailoredto their needs.In order to maximise the customer experience, QNET leverages the tools availablewithin its current ecommerce system. In particular, this system offers analyticcapabilities that allow QNET to study the behaviour of its customers and tailor theirmarketing strategy to what customer segments want. QNET believes that thepersonalisation of the customer experience provided by its platform maximisesthe company s return on investment .Operationally, QNET s commerce system has also dramatically improved usability by consolidating all of the company s previous legacy systems.,Sitecore,5,2. Commerce snapshotacross Asia-Pacific,Source: Deloitte Access Economics survey (2017), Research Now,2.1 The shift online forconsumer and businessThe Asia-Pacific region consistentlyexceeds the global average of adoptionof online retailing options , in the midst ofincreased mobile adoption and penetration(Nielsen, 2015). Studies have estimated theregion to be the largest B2C (business-to-consumer) ecommerce market with themajority of the $US770 billion in turnovercoming from more mature markets likeChina, Japan and Australia (Birmingham& Griffith, 2016).The shift online is happening fasterthan expected . In a recent study ofAustralian small-to-medium businessenterprises (SMEs) conducted by DeloitteAccess Economics (2017a), the shift awayfrom face-to-face sales which was expectedto occur in five years was almost achievedin the past year. A similar shift is occurringacross the Asia-Pacific region with theideal mix of channels including a greaterfocus on digital channels relative totraditional channels.Chart 2.1. Current channels for customerpurchases of goods and services1.8%10.0%,Chart 2.1 shows that based on the currentoperations of businesses, 41.8% ofcustomer purchases are made throughtraditional channels (face-to-face andtelephone), while 56.4% of purchasesare made digitally (email, website, otheronline, mobile site/app and social media).Businesses in China and India currentlylead the region in terms of digitalecommerce maturity with an average of 66%of transactions occurring through digitalchannels, compared to 58% in Australia.This share of digital sales appears higherthan other measures, which for example,find that retail e-commerce in the Asia-Pacific region accounts for around 10%to 15% of retail sales in 2017 (Go-Globe,2017 and Statista, 2017). This differencecould reflect the sample of businessesin the survey, which included businessesfocussing on B2B operations, the number ofdigital touch-points for customers in makingpurchases, differences across productcategories and regional demographics a