james sampson · what is o2o? o2o is a strategy that brings consumers from an online journey to...
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O2OJames Sampson
Regional Head, Strategy & Partnerships, GrabAds
Grab
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A 238% B 548%
B 1228% C 12,460%
Question:
What percentage did Bubble-Tea grow on Grabfood in 2018?
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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
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A Singapore B
C D
Question:
Which SEA country consumes the most Bubble-tea per month?
E F
Indonesia
Thailand Vietnam
Philippines Malaysia
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Question:
Which SEA country consumes the most Bubble-tea per month?
Answer:
C ThailandSources: https://medium.com/grab/bubble-tea-craze-on-grabfood-af31ea2ec08
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A Chocolate B
C D
Question:
The most popular Bubble-Tea flavor in Vietnam?
E F
Honey
Hazelnut Cheese
Coffee Matcha
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Question:
The most popular Bubble-Tea flavor in Vietnam?
Answer:
Sources: https://medium.com/grab/bubble-tea-craze-on-grabfood-af31ea2ec08
F Matcha
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VIETNAM
MYANMAR
THAILAND
MALAYSIA
SINGAPORE
INDONESIA
PHILIPPINES
CAMBODIA
#1 Consumer Platform in SEA
>163 millionmobile downloads
#1 fintech platform#1 Rewards program
#1 transportation platform
Largest and fastest-growing regional food delivery service
339 citiesin 8 Countries
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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.
Online-to-Offline (O2O)
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SEA eCommerce Sector is a Crowded Space
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Penetration of Retail Commerce is surprisingly lowRetail 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 Average
1.6% 1.9% 2.3% 2.6% 2.9% 3.2%
Source: Emarketer excludes Travel & Event Ticketing
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Retail eCommerce Sales as a % of Total Retail Sales
Heavily funded competitors focusing on a small portion of the retail pie?
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
USD 29B
USD 0.75T
Source: Bain, eMarketer. Market Sizing Numbers are estimates
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8 Trends That Will Shape Southeast Asia Ecommerce in 2019https://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
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Winning the Last Mile
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20% off Jumbo Juice purchase at any retail store
Jumbo Juice Special Offer
20% off your Jumbo JuiceJumbo Juice • Sponsored
Additional 5% when you use GrabPay
Save to My Rewards
20% off your Purchase at any Jumbo Juice Store. Additional 5% when you use GrabPay
BOOK A RIDE
Save to My Rewards
Ask the cashierto enter PIN below:
20% off your Jumbo Juice Purchase at any retail store. Additional 5%
when you use GrabPay
User sees In-App Ad with In-Store Reward
User clicks on Save, reward is added to Grab Reward Wallet
User visits store, cashier keys in PIN, user redeems reward!
In Store
Closing the loop: FMCG / Retail partners
30% Off GrabFood order
20% off your Jumbo JuiceValid Until 9 Apr 2019
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On GrabFoodUser clicks on “Use
Now” to redeem reward via GrabFood
orderGrabFood Delivery
In StoreUser shows
Voucher from Reward Wallet to
cashier to redeem
User sees In-App Ad with Voucher
User saves Voucher to Reward Wallet
Last Mile O2O Advertising
Omni-channel attribution
20% off your Jumbo Juice
20% off your Purchase at any Jumbo Juice Store. Additional 5% when you use GrabPay
BOOK A RIDE
Save to My Rewards
Jumbo Juice Special Offer
20% off your Jumbo JuiceJumbo Juice • Sponsored
Additional 5% when you use GrabPay
Save to My Rewards
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Confidential
Capture targeted consumers’ attention immediately while they are booking rides
Engage consumers and showcase your content while they are in the ride
Remarket to consumers for sales and insights after their ride
Integrated O2O Advertising (Offline to Online)
Pre-ride During-ride After-ride
Get a free sample of Jumbo Juice in this ride!
Your driver has arrived. Please be there within 5 mins.
Come to our store at XYZ mall to redeem Jumbo Juice reward
Sign up for our Jumbo Juice subscription plan with 5% off.
Jumbo Juice Special Offer
5% off Jumbo Juice Subscription Plan
Learn more
Free Sample!
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Grab Kitchen Featured as a menu within Grab Food
Food Items Selected SKU auto-added and distributed via GrabFood Delivery
New Innovative Sampling Channels
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Real World Examples
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Case Study : O2O Integrated Advertising
“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!”
Over 18,960 riders experienced the beauty bar with 61% aided recall
Over 58,000 YouTube views Weekly giveaways boosted user-generated posts on FB and Instagram
OFFLINE ONLINE
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Sampling to Remarketing: Anlene offers in-car samples of two new flavours
In App Remarketing with Survey
Consumer Insights
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
ONLINE OFFLINE
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Campaign Vision: Closing the Loop at POS!
Ad Shown to User Saves Reward1
554K Impressions 4,618 saves
Redeems reward in-store477 redemptions, 10.3% … 75% New to Hera Brand
2 3
ONLINE OFFLINE
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Driving HERA’s Unique Audiences to HERA’s Storefront
Who we retargeted:➢ People who have saved the
rewards into the wallet but have not redeemed it
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Business Objectives exceeded
47.4% of users indicated that they loved the HERA Black Foundation (in the sample kit) and will purchase it
We conducted a post-campaign survey among 25% of users who redeemed the samples from HERA (n=114)
Customer Acquisition
4% of users purchased other HERA products when redeeming sample
➢ Of which 20% spent more than $250
Brand Awareness
77% of users did not use HERA’s products before
Brand Impression
Favourable brand experience & intent to purchase
Increase in conversion rate
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Best 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)
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THANK YOU