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MPower Everyone in Conversational Commerce - HKRMA
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Transcript of MPower Everyone in Conversational Commerce - HKRMA
What’s Next
Evolution of MaBelle Business
Physical Store26 Years ago
E-commerce15 years ago
• Low AOV
• Low conversion• High Capex for
expansion
• High conversion
• High AOV
• Humanized
• Huge traffic
Transaction with a real person is 4X
higher in value than that of pure online Familiar
Transactional Commodity PersonalizationReal Person
DEMO
Empower brands and their
frontlines to sell and re-engage
anytime, anywhere in any
channel to customers from
anywhere
DEMOFrontline B
Frontline A
Frontline C
Digital traffic
Walk-in traffic
Customer
database
DIRECTLY
Customer 1
Customer 2
Customer 3
Chatbot in
Messaging App
Customer
Routing
Confidential
MPowerChat
DEMO
Leverage the best of both worlds• Online - high traffic
• Offline - high conversation and AOV
Empower Enterprise Graded
Conversational Commerce• Monitored conversation with
transparency
• Dashboard for measurement and
management
Head office (Parent store)
Inventory 1 - 500
Share
Inventory
Online
AND
Offline
Salesperson 1
Inventory
1-100
Store A
Salesperson 2
Inventory
50-300
Store B
Salesperson 3
Inventory
300-500
Store C
Customers
Store pickup
Delivery
Store conversion
DEMOCreate strong ownership
Enable management
Brand consistency
Expand store POS to
Personalized POS in
unbeatable cost
• Connect more than 300 Hesitant customers to frontline per month
• 45% conversion rate of pre-engaged traffic
• 4 Times AOV vs eShop
• Double the sales of eShop
Use Case 1 – MaBelle – Brand.com-to-Store Connection Confidential
Use Case 2 – Massage Chair –
Digital Adv-to-Store & Personalized POS
• Within 2 hours, connect more than 200 new customers to frontlines from digital adv
• Every frontline is given a Personalized eShop
• 50% conversion rate
• Overall transaction +15%
• Able to reach youngercustomer (12 years younger than average)
Confidential
Use Case 3 - Customer Service & Ad-to-CS
• Include Chat as a channel for Customer Service
• Connect hesitant customers to Customer Service
• Personalize with guided sellingon staycation plan
• Trade up transaction value
Confidential
Use Case 4 - Brand.com-to-store Connection
& Personalized Broadcast
• Team collaboration among eshopsales ambassador, store frontline and delivery CS
• Connect more than 1500 enquires from eShop and achieve 50% conversion each month
• Types of merchandise: air conditioner, mattress, etc.
• Broadcast: 30% response rate, 15xvs eDM / SMS
Confidential
DEMO
Retailer Retailer
PROBLEMS BENEFITSFEATURES
• Huge digital traffic has not
been engaged
• Limited user login on
WhatsApp no. causes
inefficient workflow
• Ineffective eDM & SMS
marketing
• 7x24 chatbot engagement &
routing to frontline / CS
• Multiple frontline / CS users
can login to serve customers
with tracking
• Personalized & interactive
WhatsApp broadcast
• More traffic, better customer
experience
• Stronger ownership, team
collaboration, measurable
with dashboard
• Higher response, better
engagement, more
conversions
台北
香港
深圳廣州
胡志明市
曼谷
新加坡
吉隆坡
SHOPLINE 亞洲區最大開店平台
800+
5 億 3 千萬名消費者
香港、台北、吉隆坡、胡志明市、深圳、廣州、新加坡、曼谷等 8 大亞洲城市
350,000
2013
於香港成立
2014
矽谷加速器500 Startups創業基金投資
2015
獲得多家投資機構共同投資並設立台北辦公室
2016
獲得阿里巴巴投資基金
2017
成為 Google大中華區第一個電商平台合作夥伴
成為 Facebook 行銷夥伴
2018 2018 2019 2020
全球突破 15 萬店家
成立越南胡志明、廣東、深圳、馬來西亞吉隆坡辦公室
獲得中華開發創新加速器投資、阿里巴巴香港創業基金增投
2021
新加坡、泰國團隊建立
獲得新一輪投資
成為 Facebook 跨境業務合作夥伴
全球突破25萬店家
帶領 SHOPLINE 店家接觸全球逾 5.2 億消費者
SHOPLINE 里程碑
作為您的最强後盾
除開店系統服務外,
SHOPLINE 專業團隊亦提供全方位可靠及
完善技術支援,同時不同的商店功能,
讓您的網店走得更遠更廣為人知。全 方 位 生 態 圈 服 務
工作坊
社交媒體購物
跨境電商
2020 vs 2021 電商市場表現● 2021 SHOPLINE 商戶全年人流、訂單數、營業額均有大幅增長
● 當中 1 月、10 月升幅最明顯,比去年同期均超出超過60%
資料來源:SHOPLINE
2021 電商產業分佈圖
● 2021 熱門網店產業依次為「生活起居」「流行衣飾」、及「綜合零售」,佔整體近半
● 而在 GMV 及訂單量方面,「綜合零售」產業蟬聯香港網店產業 GMV 排名首位,佔比較 2020 年 23.5% 收窄至 2021 年 20.3%,訂單量則排名第二。
● GMV 排名第二位的「流行衣飾」則由 2020 年 19.3% 微升至 20.1%,與第一名差距收窄,訂單量 排名第三。
● 而「飲食產品」產業佔比雖然只位於中游,但產業 GMV 佔比為第三名、訂單量排名第一。
資料來源:SHOPLINE
2021 網店產業成長概覽
● 2021 年網店數量增長最快速的產業首三位分別是「生活起居」、「美妝保養」及「寵物用品」,前兩者增幅均逾 100%● 而觀看 GMV 成長比率,則 依次為「飲食產品」 (122%)、「服務與課 程」(103%)及「寵物 用品」(61%),網店數量成長最快的「生活起居」及「美
妝保養」 產業在 GMV 成長比率方面只屬中游位置。
● 當中值得一提的是「服務與課程」產業,傳統課程一向着重面對面教授,但自疫情爆發以來, 本港正規大中小學教育均由線下轉型至線上
授課,其他教育機構亦隨之轉型,發展於線上購買 服務,並於線下享用。故雖「服務與課程」產業數量增長排名不高,但其產業 GMV 升幅
比率為 第二位。
資料來源:SHOPLINE
2020 vs 2021 網店產業總營業額增長2020 vs 2021 網店產業增長
需要投放多少資源經營網店生意?
經歷自2020年初至今,疫症一連五波反覆來襲,零售生意網上化、拓展尋覓新銷售渠道已成常態。是次調查研究指
出,半數零售品牌只花半個月時間就完成網店籌備工作,由建立網店至設定 付款、物流配套,而 27% 受訪品牌更指
出,整個過程只用了一周或更少時間。
資料來源:SHOPLINE
除了網店,還有什麼銷售渠道?
● 隨著網絡科技發展,愈來愈多不同形式的平台出現,消費者可以瀏覽或購物的選擇亦隨之增加, 不同平台各自有捧場客。商戶若想接觸更
廣大的消費者群,實行多渠道策略已是必然策略。除了 經營社交媒體帳號之外,63% 商戶將社交媒體帳號轉型成「社交媒體商店」(如 Facebook 商 戶、Instagram 商店等)、73% 商戶更將商品銷售拓展至實體店,包括自己經營的實體店或上架 到其他實體店,務求把握每一個
接觸潛在目標顧客的機會。
資料來源:SHOPLINE
商戶有多於一個銷售渠道, 拓展多渠道銷售
網上商店
品牌電商,開店引流必備
社交媒體商務
FB/IG 賣家,吸但銷售必備
• Facebook、Instagram、SHOPLINE Live 跨平台直播銷售
• Chatbot社交媒體聊天機械人,邊聊
邊買,自動化客服接單
• 跨頻台訊息中心,輕鬆管理
Facebook訊息
零售POS實體商家,店面營運必備
• 多種商店主題,打造獨具風格的品牌
網店
• 支援信用卡、PayMe、Apple Pay等多種本地支付服務以及順豐等物流
串接
• 專屬網址、SEO及廣告平台串接等電
商必備功能
• 快速完成收銀、每日結算、盤點等店
務工作
• 入貨、盤點、調撥、退換貨等自動化
庫存管理
• 全方位營運分析報表,業績狀況一目
了然
多渠道經營才是王道!
網上商店 + 社交媒體 + 實體店 3大渠道整合
8大網店必備元素 成功獲取網購訂單的關鍵
串接不同物流選項針對不同產業提供多樣化付款選項
完善CRM系統培養忠誠客戶 多樣化店內促銷優惠提升平均訂單金額
靈活版面設計配合品牌形象風格社交商務配合多渠道銷售
網店引流工具配合推廣 提供銷售數據反應網店營運狀態
PayMe
SHOPLINE 成為首個與 HSBC 合作的網店平台,助店家接觸超過170萬客戶,為店家帶來 PayMe 付款方式。
SHOPLINE Payments
一站式付款管理,於網店後台統一核算,從此無需奔波來回於網店與各個第三方支付平台。
信用卡
可透過 PayPal / Stripe 收取 VISA / Master 等款項,快速安全,消費者能在同一頁面完成消費。
Apple Pay / Google Pay
利用智能電話 iPhone 或 Android 裝置進行購物結帳,快捷安全。
轉數快 (FPS)
24小時隨時隨地進行電子化銀行轉帳,過數即時完成,更無需手續費。
Alipay
SHOPLINE 支援多種電子錢,讓客人更方便快捷地付款,同時免卻現金的找續。
完善網店配套設備
付款方式 - 多元化付款設定 配合大部分客人所需
八達通
最多人使用的本地化付款方式
8大網店必備元素 成功獲取網購訂單的關鍵
串接不同物流選項針對不同產業提供多樣化付款選項
完善CRM系統培養忠誠客戶 多樣化店內促銷優惠提升平均訂單金額
靈活版面設計配合品牌形象風格社交商務配合多渠道銷售
網店引流工具配合推廣 提供銷售數據反應網店營運狀態
Facebook/IG行動商店
Messenger訂單更新提示
FB貼文銷售
社群導購機器人
Facebook直播+1下單
Messenger訊息整合
疫市下的社交電商時代 只靠手動整合只會拖慢你的電商步伐
社交數據概覽
直播帶貨的實際行銷情況
2021 年 SHOPLINE 商戶的直播訂單量上升 14 倍!
數據指出,有 32% 的商戶正在計劃透過直播帶貨進行銷售。當中,「綜合零售」、「流行服飾」及「圖書文具」是 2021 年 最多店家進行直播行銷的三大熱門行業。
Facebook 串接功能
Facebook 商業擴充套件串接可以將商店與 Facebook 企業管理平
台、粉絲專頁、廣告帳號、Facebook 像素、Instagram 企業帳號、商
品資料完整整合。
解決以往一件一件商品重新上傳至 Facebook 商店後續還要維護
兩邊資料的時間。同時能夠更輕鬆地建立 Facebook 商品銷售廣告
,有助推廣商品到理想的客群中。
線上引流線下,O2O不止於此 雙向循環引流才是O2O的最大威力
在網店購物可累積購物金及累積消費金額
會員帳戶可同時於網店使用
新顧客到實體店購物結帳時註冊成為會員
註冊新會員可提供新會員優惠,如迎新購物金,鼓勵顧客在網店購物或於實
體店回購
已累積的購物金可在下次於網店或實體店購物時當
現金使用,鼓勵回購
顧客為了使用之前累積的購物金而再次回購
店內結帳時可以使用之前於網店,實體店消費時累積的購物金
結帳時可再累積新的購物金
顧客到實體店取貨吸引顧客瀏覽店內
其他熱銷商品鼓勵店內消費
可制訂忠誠會員計劃,顧客憑累積消費金額升級
至更高的會員級別,享受更多專屬優惠
不同級別會員 :- 專屬結帳優惠- 回贈不同金額購物金- 送贈不同金額生日金- 專屬商品價格
Koey LeeSenior Business Development Manager, Posify
The Omni-channel Strategies for digital transformation
Crucial Elements of Digital transformation
Source: ASME-Microsoft study 2019
Engaging customer
Optimizing operation
Transform Product/service
Empower Employees
How covid-19 reshape consumer behavior 1
Source: Covid-19 survey, KPMG
1.1
Sales channel > Further shift to digital
According to a Nielsen survey,
Hong Kong customers spend 12% more time at home, and many of them are online. Internet usage has increased by 99%.
About 51% of Z Times said that they spend more time watching various videos online than before the epidemic.
Source: Nielsen's "COVID-19 Where consumers are heading?" Study, March 2020
Advertising channel > Allocate resources in line with journey shifts
Eg. increase digital engagement (social, influencers)
How covid-19 reshape consumer behavior 21.2
Eyecatching eshoplayout
Blog /chatbot for better interaction Analytic tools
Online order, pickup at stores Varied payment methods Logistic tracking
Varied promotions
Omnichannel strategies 1 – Go online go digital 2.1
Posify helps you:
Drive efficiency
Drive productivity
Drive profitability
Inventory Management
CRM Online shopePOS
Online to Offline All in One
Provide optimized shopping engagement with your customer.
Must-have strategies and channels – Seamlessly O2O Integration2.3
The difficulties SMEs faced
Inconsistent shopping experience
Limited resources Inventory, member, promotion data are out of
sync.
Complicated Inventory management
Using different systems to manage
Posify – All-in-one platform to manage your omni-channel business
POSIFY provides robust breath and depth new retail SaaS platform and ecosystem that unlocks omni-channel potential to drive efficiency, productivity and profitability.
• Flexible eShop Builder
• Holistic POS System
• Efficient Inventory Management
• Powerful CRM
• Flexible Promotion Modules
• Encompassing Digital marketing tools
• Holistic Social Media Integration
• Ad-hoc Reporting & Data Analytics
1
• One CMS to publish your product listing to different sales channels – including HTML 5 Mobile version, desktop version, self-brand App, and Weixin MiniProgram
• Provide consistent shopping experience to your customer with real-time synchronized Product, Inventory and Member data
1.5
Manage omnichannel ecommerce easily within single CMS1.2
o Enable for Online Order, offline Pickup to boost customer’s satisfaction
Online order> Get email Qrcode
>Scan and Pick up instore
Posify iPad ePOS2.5
o Identify customer’s need based on transaction record on the-spot to motivate upsells
2.7 Posify mobile POS
Posify CRM App Solution
The most cost-effective way to embrace digital transformation – optimize instore operation, drive customer engagement & boost repeat sales
o Leverage Posify 3R strategies - Recruit, Reward, and Retain customers to drive repeat sales across all channels
o Provide ecommerce function – In-App purchaseo In-APP Remarketing – Promotional messaging (text
message, pop-up banner)o Provide complete API integration to connect CRM App
with current POS, eShop & backend ERP systems seamlessly
o Real-time data synchronization to optimize customer shopping experience – no time-lag for earning/ redeeming member benefits with auto-maintain membership
o Better insight – capturing consumer shopping pattern instantly
Posify CRM App Solution – Showcase – Adastria
o Listed fashion MNC in Japan o 13 physical stores with 6 brands in HKo Famous brand: Collect Point, Niko And..
Difficulties that they face:
• Lack of CRM function in current systems - POS and ERP
• Not smooth instore shopping experience
• Cannot effectively drive repeat sales
• Integration difficulties between the new AppAnd current systems
• Concern on future expansion to ecommerce
深掘現存痛點 逐步實踐無限可能
• Business analysis
• Provide best solution
• Project Management Best
Practice
Professional consultant team
Posify CRM App Solution – Showcase – Adastria
Deliver better insight with Best Practice
~25%Member Growth Rate
Posify CRM App Solution – Showcase – Adastria
~20%Repeat Sales Rate
Source from Adastria HK; compared to 2020 data
Within 3 months
Contact Us
If you have further questions, please contact BD managerKoey Lee at:
Email: [email protected]
Direct Line: (+852) 3579 2915
Mobile: (+852) 6626 6740
Contact Us