How ECQ is reshaping eCommerce: 7 tips for the new world of eCommerce

WHAT WE KNOW

16% growth in online purchases during the lockdown period

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.

PREDICTIONS

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.

IMPLICATIONS

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.

#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