WHAT WE KNOW
16% growth in online purchases during the lockdown period
- “Everyday items” are taking a bulk of the basket
Grocery Products (+14%), Household Essentials (+10.3%) and personal hygiene products (e.g Toothpaste, Shampoo) (+10.1%)
- Consumers are delaying typical eCommerce purchases like clothes, beauty products, travel and home appliances.
- Grocery / online grocery searches peaked during the early lock down period –showing interest and a possible comfort in online grocery shopping.
Continued usage and exponential growth ahead
- Consumers are embracing the convenience and safety in using eCommerce for daily household needs. The usage will likely continue but has yet to completely replace offline shopping.
- Even major eCommerce platforms are changing the way they do business. They will continue to pivot to provide more household products in line with consumer demands.
- mSMEs and SMEs are going through a forced digital transformation to stay alive during the lock down period and will unlikely return to old ways.
Brands are now forced to take a serious look at their business transformation towards eCommerce.
7 THINGS TO REMEMBER
#1 Be a Familiar Face
Given the restrictions, consumers are opting for brands that they are familiar with.
- Be present by continuing brand messages that keep your brand in people’s mind.
- Leverage on influencers, especially micro influencers who are closer to the community. They deliver word of mouth recommendations.
- Build trust and affinity with content. Content marketing has seen to impact conversion levels as high as 5x.
#2 Availability is Key
- Be present at online channels and tell your consumers about it.
- Explore opportunities not traditionally seen – community groups, diversified delivery via Grab / Angkas / Lalamove.
- Leverage on existing platforms to reach not just your consumers but also traditional retailers.
#3 Rethink Value
With the economy looking down, make sure to provide a good value offer. But remember that value is taking on a different meaning.
- Value in Service : Free Delivery
- Value in Convenience : Instant Delivery / Within hour delivery / Curb Side Pick Up
- Value in Range: Provide as many SKUs as possible – some households are buying in bulk while others need smaller sizes.
#4 Keep it Relevant
- The more your brand can empathize, the more relevant you can be. Let your consumers know you understand how they feel and are in a position to help them.
- Remember that different platforms are in different parts of the consumer shopping journey. Treat it as you would have your point of sale communication
- Use data and targeting to deliver the right message in the right context.
Quaker Oats Philippines: From heart health, the brand pivoted to highlighting its immunity benefits.
#5 Make sure it’s seamless
- Try to provide a seamless experience as you hand-hold your consumer in the purchase journey.
The market is at varied levels of comfort with using eCommerce.
- Work with each platform and optimize the services they offer.
- When setting up new channels – prioritize UX and make it fluid and easy for new consumers to navigate.
- Don’t forget the post purchase service. It is just as important as the purchase itself.
Red Ribbon has introduced Chatbot Ria – a Messenger-based bot that allows you to easily order your favorite cakes and pastries online.
#6 Create an Experience
As anxieties rise and a new kind of stress arises, be a brand that is light and easy to talk to.
- Develop shopper-tainment activities
- Leverage on onsite games when delivering discounts
#7 Don’t just Pivot, Dance to the Times
- Be agile and adjust to new ways of doing things. This may mean adjusting multiple times in an ever changing landscape.
- Explore new ideals, channels and approaches to transform your business to address the needs today.
Angkas Philippines: The service immediately expanded to food deliveries to keep business running and drivers employed.
Sources of information:
Kantar – Myths Debunked Report
Google Search Trends
GWI Coronavirus Research April 2020