April Wu

China Market Strategy

October 15, 2015

  • Tweet This
  • Share on LinkedIn
  • Share on Facebook
  • Share on Google+
  • Tweet This
  • Share by Email

How data can empower retail marketing campaigns?

Data-driven activities to target people highly likely to buy

O2O is a very good concept for retailers to truly engage with customers. Whether consumers purchase online or offline, the buying journey is much more important for brand owners to profile customers and predict their next move. Retailers need to dig out who the customers are and what they want through bunches of data, then push the right messages that they wont’ignore.

Identify business problems and set up objectives

Nowadays data steam from consumer’s daily life: from browsers of websites, apps of mobiles and tablets, from credit cards and transactions of POS, and any other digital track from intelligence devices. Data collection is no longer as difficult as it was in old days. Before analyzing the data, marketers should be very clear about what’s the ultimate goal for pulling out so much data. Specify business problems the company try to solve, so that marketers can ask the right questions while looking at abundant numbers without getting lost.

Now we are talking about how data could be helpful in optimizing marketing campaign.

woman-169286_640

Find out most desirable customers and most valuable customers

Sometimes we will get into the trap of always finding new leads. Marketers held a lot of campaigns to acquire new customers. Yet, the point is not how big the customer base; the quality counts. Instead sleeping customers, people visit often and be willing to buy more expensive option are the main contribution and loyal members. Reevaluate your existing customers and use creative ways to activate them.

Customize messages to target more precise segment of audience

In addition to traditional broadcasting advertisement, create tailored messages to different target audiences. With the analysis of transaction data, CRM data, and market data, we can likely predict customer preference, not wild guess. Since we figure out what they probably like and their intent for next move, we can provide best offer for the right groups to maximize the campaign results.

Use location analysis to get actionable metrics

Consider “where” factor in customer behavior analysis. Ask questions like where the customer purchase the product, where they surf the internet, or where they use specific service/apps. Do some research on target customers and other key market drivers (key accessibility, business, lifestyle, residential, tourist points, competitors, ant etc.). Use demographics, business point data for market overview and better environment understanding. Visualize high potential trade zones that you haven’t taped in. Marketers can always know where to put ads, digitally or physically, in the clusters people will actually purchase.

Above all, brands need to embrace digital channel to grab each chance of engagement with customers. The more data collected from consumers, the more we can increase success rate of marketing activities.

April Wu

China Market Strategy

October 14, 2015

  • Tweet This
  • Share on LinkedIn
  • Share on Facebook
  • Share on Google+
  • Tweet This
  • Share by Email

Banking News This Week – Oct 14

The top 5 banking news stories in emerging markets this week.

1 – Australia’s ANZ to expand in China as Asia strategy evolves

Australia and New Zealand Banking Group will expand its customer base in China and lengthen the tenure of loans to its top customers as part of the”evolution” of its Asia strategy. >>

2 – Foreign banks prepare for opportunity to open subsidiaries in India

The Royal Bank of Scotland (RBS) has joined a long line of international banks retrenching from India. However, Standard Chartered and HSBC both insist that their operations in Asia’s third-largest country are on a very different path. >>

3 – ‘E-payment channels’ security drives cash-less banking’

Cash-less banking thrives on convenience and security of the e-payment channels. Bank customers would use e-payment cards or cash, depending on which of them is convenient for them. >>

4 – Dubai eyes Africa’s “untapped” Islamic markets

Launched in association with the Economist Intelligence Unit (EIU) the highlights pointed to the growing demand in Kenya Ethiopia and South Africa markets for Islamic finance products and banking instruments in asset management and takaful sectors. >>

Read the rest of this entry »

April Wu

China Market Strategy

October 13, 2015

  • Tweet This
  • Share on LinkedIn
  • Share on Facebook
  • Share on Google+
  • Tweet This
  • Share by Email

Retail News Roundup – Oct 13

The top 5 retail news clips in Asia this week.

1 – Ikea to open 25 stores in India

The company had been sourcing products from India for 28 years but it is yet to open its first store in the country. At Rs 500 crore for each store, Ikea’s investment in 25 stores could be Rs 12,500 crore. >>

2 – Thailand:Lawson eyes fast expansion

Competition among convenience store chains is heating up as Japan’s Lawson says it will add more than 100 Lawson 108 outlets next year. >>

3 – Columbia Korea in aggressive expansion

US sportswear brand Columbia says it will expand its retail network in South Korea, part of a strategy to become one of the top three retailers in its category there by 2020. >>

4 – Karl Lagerfeld to go online in 97 markets

The move marks a dramatic expansion of the company’s current online strategy which is to partner with leading department store brands, such as Harvey Nichols and Harrods, and selected online-only retailers Stylebob.com, Luisviaroma.com and Zalando.com. >>

Read the rest of this entry »

April Wu

China Market Strategy

October 7, 2015

  • Tweet This
  • Share on LinkedIn
  • Share on Facebook
  • Share on Google+
  • Tweet This
  • Share by Email

Banking News This Week – Oct 7

The top 5 banking news stories in emerging markets this week.

1 – Mobile phones a boon for Tanzanian women in business

Two-thirds of Tanzanians own a phone, but only four in 10 women are phone owners, according to government data. >>

2 – Philippine banks lead in retail financial services

Asia Pacific’s retail financial services market will be worth $824 billion by 2020. Increasing consumption and improved access to financial services in combination with mobile banking technologies, will be key catalysts in driving retail banking income between 2015 and 2020. >>

3 – Are 15 banks enough for Vietnam?

Many commercial banks have merged in the last few years in a bank restructuring programme initiated by the State Bank, which has led to a significant decrease in the number of commercial banks in Vietnam. >>

4 – Omnichannel in emerging nations holds omni-clues

Useful to U.S. financial institutions as a mirror to their own strategic plans, a study covering 15 emerging countries in Asia, Middle East, and European markets highlights the growing focus on omnichannel adoption. >>

Read the rest of this entry »

April Wu

China Market Strategy

October 6, 2015

  • Tweet This
  • Share on LinkedIn
  • Share on Facebook
  • Share on Google+
  • Tweet This
  • Share by Email

Retail News Roundup – Oct 6

The top 5 retail news clips in Asia this week.

1 – Carrefour launches 3rd Easy Carrefour store in Shanghai, to add 7 more by year end

Easy Carrefour aims to offer convenience store services for Chinese consumers as well as provide diversified retail channels. >>

2 – Japanese eyeglass retailer Owndays to open 100 shops over next 5 years

Japanese eyeglass retailer Owndays is going to expand its business operations in Southeast Asian countries by opening 100 shops over the next five years. >>

3 – Amazon launches Uber-style delivery service

Amazon US has launched a new delivery service based on the Uber concept. Flex is a new means of the company making urgent deliveries to online shoppers. It is being launched on a trial basis in Seattle. >>

4 – Clarks Originals steps out across China

Global British shoe brand Clarks will give its iconic classics a dedicated showcase with the launch of 10 standalone Clarks Originals stores in China during the next year. >>

Read the rest of this entry »

Page 22 of 96« First...10...2021222324...304050...Last »