23rd & 24th July 2018

Grand Copthorne Waterfront Hotel | Singapore

How has the concept of shopper marketing changed over the years? 

Shopper marketing has evolved over the times but accelerating in the last five years from social media marketing, to multi-channel marketing, to omni-channel marketing, to omni-commerce marketing. This year, it’s going to be OMO. Online Merge Offline. For example, Amazon Go and Alibaba HeMa Supermarket “Just Walk Out Technology” has disrupted the shoppers’ marketing experiences.

What does omnichannel mean to you, and what do you think is an overlooked area that provides great opportunities or challenges?

Omni-channel concept focus bridging a separate world of online and offline marketing, consumers still go through the process of Awareness, Interest, Desire and Action. However, the world has changed with trailblazer growth of eMarketplace (Amazon, ebay, Alibaba, Lazada, etc). It has become Omni-commerce; due to mobile phone 15 seconds fragmented messages, every marketing effort is to drive toward sales conversion. Now with the facial recognition technology, AI/ Machine learning big data predictive marketing and “Just Walk Out Technology”, it has become OMO –Online Merge Offline

What is your opinion on the role of technology in the evolving retail environments that follows the customers’ preferences?

The role of technology has enable the digital transcendence of consumers. Mobile phone is an extension of everyone digital presence; with the presence of GPS location based, AI/ Machine learning of your search behaviour while watching network TV program, etc … it provides 1x1 personalize white glove service.

 How have you changed your marketing activity to account for the new generation?

Alibaba AI/ machine learning tool has replaced many marketing job roles https://medium.com/@rexrothX/ai-visual-design-is-already-here-and-it-wont-hesitate-to-take-over-your-petty-design-job-934d756db82e. The gig eMarketplace has redefined future of work by democratization of work – dividing job functions into activity based tasks to be outsourced in eMarketplace. For example of such model, Media Gen, a China video production house of 30 employees, is able to serve 500 companies per month. Compare to traditional video production house with proper marketing job functions defined, is able to serve only 15 companies per month.

What is an aspect of store retail you will like to see more of online, and vice versa?

What you see online visual store design is What you see offline- offering visual navigation pathway, etc http://interiii.com/2013/04/centauro-concept-store-design-by-aum-architects/

What is the most valuable data for retailers to access in your opinion? 

Location based physical, digital consumption, promotion/ product bookmarking, pricing/ flash sales and transaction data from multiple sources; including your competitors.

What are your thoughts on the future trends in shopper marketing to influence customer engagement?

Future trends shall include eMarketplace with AI/ machine learning & big data analytic to be part of the shopper marketing equation.

Speaker Spotlight on:

Head of Digital Commerce 
SIRS Singapore Institute of Retail Studies
Adjunct Trainer & Lecturer
Alibaba University

David Lee

Event Summary:

In today’s retail world excellence in both online and offline customer realms needs to be achieved, by smoothly integrating both into the value chain alongside logistics and data is critical to customer acquisition and retention. Southeast Asia will see $278 billion in annual consumer spending by 2025. Now is the time to perfect your operational model and synergise your marketing activities to pin down a generation of customers molded by disruption.

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