How to keep your eCommerce & Retail customers happy and comming back? Read more m-commerce insights at http://ecomeye.com - Southeast Asia eCommerce Insider!

2. EcomEye.com
Southeast Asia eCommerce from Insiders’ views
@eMinhBui – Founder @EcomEye.com
• Southeast Asia eCommerce Blogger at EcomEye.com,
Guest Columnist at e27, WebinTravel, Tnooz…
• Asia Marketing Director, Wotif Group
• Head of eCommerce Division, MobileWorld

3. Customer
Retention

5. Increasing customer retention rate by
5% increases profit by 25% - 95%
[According to a research from Harvard Business School]

6. How to keep your customers happy and coming back?
RETAIN

7. REPEAT - RETAIN
Repeat – Repeat – Repeat
The rule of Seven
Promote brand on most
Marketing channels
Customers’ devices

8. REPEAT – LAZADA CASE STUDY
Lazada Southeast Asia has local companies with milions of dollars
revenue and more than 200.000 visistors/day
Purpose: increase brand awareness & visitors

9. ENGAGE - RETAIN
Set up a two-way relationship
Comment/review, Q&A, fanpage…
External social media channels

10. ENGAGE – AirAsia CASE STUDY
Purpose: increase brand loyalty
• Use CEO as the main
communicator
• 23 languages and 23
facebook pages
• Main FB page: 2.2M fans
with hundreds of likes,
comments, shares

11. TOUCH - RETAIN
Touch points
 Website, email, social profiles, search result,
PR articles…
The most important touch point is the product
page
 Photos
 Reviews
 Crowd effect

12. TOUCH – AGODA CASE STUDY
Key points from Agoda product page
Purpose: improve conversion rate

13. ACTIVATE - RETAIN
How to activate the first to n transation
 Transaction activation tips
Low value – high discount product promotion
 Example
Mouses, accessories, food, lingeries…
 Promo for 2nd, 3rd…n order
 Promo for idle time
 Promo for season

14. ACTIVATE – LINE CASE STUDY
Case study: Line Thailand “Flash Sales”
Purpose: increase the volume of orders

15. IDENTIFY - RETAIN
 Know your customer well
 Location, language, age, gender, like…
 What to do
 Localization
 Personalization
 Loyalty program

16. IDENTIFY – Tmall CASE STUDY
Case study: Tmall – A B2C platform for brands in China
Purpose: improve repeated customers
• 500M+ registered users
• Transaction: $32 billion
• Special day: 250M visitors
• Stores: Uniqlo, Levi’s,
Espirit…

17. IDENTIFY – RETAIN
Case study: Tmall – A B2C platform for brands in China
Purpose: improve repeated customers
• Ready-made stores and
services for brands
• Online payment tool
• Chinese languages
online customer services
• Product return facilities
• Haagen-Dazs exceeds 2
million RMB sales/month

18. NOMINATE – RETAIN
Offer customers the most possible products
to buy
 Hot this week, Best sellers, You might like..
 Most viewed, searched, wish list
 Related product for cross sales

19. NOMINATE – AMAZON CASE STUDY
Purpose: increase average order value

20. TAKE-AWAY TIPS

21. EcomEye.com
Southeast Asia eCommerce from Insiders’ views!
Twitter/Linkedin @ eMinhBui - mb@ecomeye.com
Repeat
Engage
Touch
Activate
Identify
Nominate
@ eMinhBui