MARKET ANALYSIS

Targeted analyzed countries

Asian countries

By Nguyen Hoang Anh Linh

Agenda

1. Target product type on Asian online stores

2. Omni-Channel popular usage for those stores

3. Asian shoppers prefer for promotion types

4. Study on Asian shopper behaviors

5. Study on Common features dedicated on

almost ecommerce site for Asian market

Mass Products vs. Brand stores

Almost Asian commercial sites are funneling to these: Brands focusing

Customers tends to buy products with brand-name (B2C)

Customers prefer to buy products from Prime sellers (B2B)

Product categories Base on research of purchase flow in APAC, customers start

by browsing the Categories, then pick matching products inside them.

List Top Selling/ Top Brands/ Top Sale Empower customers with “Top”. Base on Site Analytic, they

said that “Up to 60% customers who clicks on [Top …] stuff when browse navigations among site.”

Separate Sale on Navigation

Most are targeted for Mass Product sites

Mass Products vs. Brand stores

(cont)

Product type that Asian customers prefer for

online purchase:

Fashion (Clothes, Accessories, Bags, Shoes)

Ticket reservations:

Cinema/ Theater

Flight tickets

Hotel reservations

Mass Products vs. Brand stores

(cont)

Surviving in an Omni-Channel

Popular Asian commercial

sites are well-support as

following cases:

Case 1: Desktop version +

Mobile app

Targeted same release

for both iOS and Android

Case 2: Responsive web +

Mobile app

Responsive support with

3 backbones

Promotional Effectiveness

Indirect promotion with order by most popular usage:

1st - Bring friends to get discount

2nd- Install mobile app to get voucher

3rd - Using Voucher code

4th -Enter Discount Code: This way is less usage by Asian customers while this is more popular in US.

Example: gap.com, victoriasecrect.com, h&m.com…

Direct promotion with order by most popular usage:

1st- Discount % direct on products and on Brands which means all product belong to specific brands will get the same % discount on price.

2nd-Buy set (bundle) with total discount price

3rd- Free shipping with pre-defined total Order amount

4th- Buy one get one free: Using Quantity (Buy 1 get 1 free) is less impress than using Percentage (50% off)

Shopper behaviors

Engage more purchases for %Discount at homepage

Many images indicated in Product detail page to attract customers

Add to cart button: Nice , clear and distinguish with other elements in site.

Price MUST be clear with Original and After-sale price. (customers prefer to see the %

discount than amount money)

Stock Availability: Indicate at list, never let customers goes to detail page for their

acknowledge.

Payment method need to be mentioned clearly in all pages (Footer or Sticky menu). Asian

customer prefer to see all options at as many pages as possible.

Product detail page need to indicate clearly Shipping Method.

Shopper behaviors (cont)

Product detail page need to mention clearly:

Material used

Product variants (Color/ Size) with stock availability for each.

Product specification comparison is preferable.

Size rules has been indicated clearly for single products.

User generated contents:

Items rating: Should have. However, less Asian customers back for Rating or Reviews.

Send email to remind customers for their review/ ratings.

Sorting options: Base on Prices, Brands, Categories

Tools to zoom product images. Some sites support 360 image views.

Trustmarks (Security sign): Asian customers prefer to use their credits as long as they see those info.

Common Features

Marketing, Promotions and Conversion tools

• Related products, Up Sell and Cross sell

• % discounts on Categories, Single products and Brands

• Voucher code

• Set of products

• Free shipping

• Sale/ Promotion always with TIME EXPIRATION indication

• Focusing purchasing at Seller who are guaranteed by Site (Same idea of Prime by Amazon)

SEO

• Google vs. Baidu

• Meta-information for products, categories and content pages

• URL friendly (Indicate name of product on URL)

Mobile Commerce

• Mobile application

• Easy Navigation access:

• Category/ Brand > Product detail page > Check-out

• Friendly search and result display

• Shopping cart page (no mini cart)

• Stock availability (Asian customers don’t like the site that not indicate the stock in list page)

• Product variants clearly indicated (Size, Color) with price

• Promotion: % Discount on product price/ Brand/ Category

Standard features (cont.)

Catalog management

• Bundle product/ or Set of products

• Downloadable/ digital products with sample

Catalog Browsing

• Most go with faceted search (Ex: Dress (10))

• Filter by range prices

• Product comparison in same catalog

• Popular search terms cloud

• Product listing in grid or list format

• Auto-suggest search support

Product Browsing

• Multiple images per products

• Support Zoom-in

• Size rules (Support image indication in Size table) to quickly search matching product

• Related products and up-sell

• Stock availability (Asian customers don’t like the site that not indicate the stock in list page)

• Product variants clearly indicated (Size, Color) with price

• Grouped product view

• Browse products by categories, brands, prices (low to high,..)

Standard features (cont.)

Check out, payment and shipping

• Guess checkout

• Member checkout

• One-page checkout

• During check-out, support registration for later usage

• Support multiple Shipping address boxes

• Inside shopping cart, support “Save for later”

•Payment method:

•Cash on Delivery

•Online payment:

•Credit/Master/Bank account (enter info directly inside the site)

•Payment gateway (Go to Payment page and perform payment in that separated site)

•Paypal

•Alipay

•Shipping method:

•Using their own delivery team

•UPS

Order management

• To GUEST, they can enter OrderID and check status

• To MEMBER, they can go to My Order and check status

• Customer Service (CS) support: Call center OR leave the message

• Almost sites – refund is performed by CS. Offline actions.

• Cancellation is not allowed online but call directly to CS

• Send email for Order status

• Customer can request for Invoice, printable online.

Customer accounts

• Account Dashboard (My account, My Order, My wish list, My favorite list, Login/ Logout)

• Shipping Address list management

• Product reviews

• Newsletter subscription

• Downloadable/ Digital products

Standard features (cont.)

International support

• Support local currencies and tax rate

• Multi-lingual for sites

• Opt-in message for any necessary information (Promotion, Remind for login, Newsletter…)

Customer Service

• Contact us

• Enquiry forms

• Call center

Analytic Reporting

• Using Google Analytic and Omniture

• Product Review report (Positive and Negative)

• Out-of-stock or Low stock report

• Best view/ Best purchased

Common layouts

Site management

•Home page with featured sale box

•Landing page for Brand and Category

•Product detail page with NOT ONLY 1 image

•Support “Save product for later”

•Support “Recently Viewed” (small list at left page). This is displayed at all pages.

•Reviews/ Rating for product detail page. However, not many comments comparing to US/ Europe sites.

•Persistent shopping cart, mini cart

•Send to friends or Newsletter subscription

•Social sharing for Product detail page

•Navigation always has either SALE or TOP (Top Brands, Top category,…)

•Wish-list/ Favorite list, sharing this to friend

•Support Multi-languages

•Stores list page with time/ address

•Marketing/ Content pages (Lookbook, Trend Style,…): Idea to link to product detail page to encourage users to buy

•Toggle “Top” to back to top page

•Checkout page ALWAYS has Guarantee box

Common layouts (cont.)

Site references

www.reebonz.com

www.yesstyle.com

www.marketing-interactive.com

www.shoppervue.com/shopper-research

www.tobydesforges.com

www.helpscout.net

www.statista.com

www.selz.com/blog/40-online-shopping-ecommerce-statistics-know

www.slideshare.net/Lineapple/21-bopis-facts-and-statistics

http://www.slideshare.net/StratesysUSA/str-preshybris-e-commerce-capabilitiesmay2015-eng