E-commerce, social commerce, contextual commerce – it’s all about getting consumers to buy. From loyalty programs, retargeting, social influencers and the next big thing in retail, experts from Shiseido, Zalora and Yahoo share insights and predictions to help marketers connect with APAC consumers.
Providing consistently positive experiences to customers is a key factor in building brand trust.
When it comes to technology and innovation in the retail marketing sector, the APAC region sets the trends for the rest of the world. The region, with its varied and complex landscape, means that one size does not fit all. Localization is key and success in these markets requires a deep understanding of local nuances.
It is crucial to adapt and innovate quickly, says Achint Setia, Chief Revenue and Marketing Officer at Zalora. “It is important to understand the local customer base, their preferences and their purchasing behavior. It is also essential to have a deep understanding of market dynamics, including local regulations and cultural sensitivities. This requires a strong local team with in-depth knowledge of the market.
Setia discussed emerging retail trends alongside Reta Lee, head of commerce, Yahoo Life Southeast Asia at Yahoo and Juliana Chu, vice president of digital and e-commerce, Asia Pacific at Shiseido, during The Drum’s APAC Trends Briefing. Hosted by Amit Bapna, The Drum’s APAC editor-in-chief, the panel explored affiliate marketing, personalization, influencer marketing, data analytics and more. Watch the full session on The Drum TV.
For Setia, personalization is the most exciting area in the retail landscape, where traditional thinking about what customers buy meets nuanced targeting and segmentation.
Although affiliate marketing is still in its infancy in the region, Yahoo’s Lee expects more players to join the trend. “We started affiliate marketing in late 2019 and noticed that more and more people were shopping online during the pandemic. So we created a shopping channel and realized that more than a million unique users were reading our shopping articles.”
Another emerging trend has been the use of data analytics in today’s marketing playbook. With the rise of digital marketing, it has become more important than ever to collect and analyze data to make informed decisions. Chu believes that with the shift to omnichannel marketing, it is important to have a robust system that helps understand evolving customer segments and their behavior across channels. “This means that brands and marketers must be agile and quickly adapt to changes in consumer behavior and market trends. In short: the playbook has become more complex, but also more powerful, through the use of data and analytics.”
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In these ever-changing times, earning brand trust has become an integral part of a sustainable customer experience for marketers. Providing consistently positive experiences to customers is a key factor in building brand trust and loyalty. To gain brand trust and affinity, Setia suggests focusing on three key elements: inspiration, value and predictability.
“Inspiration can come from offering customers new and exciting ideas that they may not have thought of before,” he says. “Value is important in all markets because customers are very aware of prices and will compare different platforms to find the best deal. And predictability is key, ensuring shipping times and return policies are consistent and clear.”
Offering occasional promotions or incentives in retail marketing is seen as a good way to boost sales and reward loyal customers, but finding the right balance and maintaining a consistent brand image and customer experience has been a challenge. “Continued sales and discounts can create a sense of urgency and encourage customers to make purchases, but it can also lead to a feeling of discount fatigue and the perception that products are not worth buying at full price,” says Lee.
“It’s important to strike a balance between offering promotions and maintaining brand equity and price integrity,” she adds. “Working with brands to understand their goals and find creative ways to drive sales without relying solely on discounts can help create a more sustainable approach to marketing and customer engagement.”
For more information on strategies for success in retail media in APAC, watch the full session on The Drum TV.
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