engaging chinese consumers with digital platforms- pete mitchley-hughes and chen si (thoughtworks...
TRANSCRIPT
ENGAGING CHINESE CONSUMERS WITH DIGITAL PLATFORMS
“In the battle to stay relevant,organisations have to be capable of changing more
quickly and more comprehensively than ever before.”Gary Hamel, Associate Professor, London Business School
UNDERPINNED BY ORGANISATIONAL CAPABILITY
- Efficient operating model
- Technology, processes, systems
- Execution focused culture
- Strengthened balance sheet
WONDERFUL EXPERIENCES
CUSTOMER LED OFFER
OMNI-CHANNEL SHOPPING
PRODUCTIVITY STEP CHANGE
2 3 41
NEW MYER FOUR STRATEGIC PRIORITIES
PRODUCTS AND SERVICESCurrent New
Curr
ent
CUST
OM
ER A
ND
MAR
KETS
New Current Products sold to
New Customers or Markets
Current Products sold to Current Customers
New products and Services sold to New Customer and Markets
New Products and Services sold to Current Customers
THE OMNI-CHANNEL SHOPPING TRANSFORMATION FRAMEWORK
5
NEW CUSTOMERS AND MARKETS
1.4M Chinese tourists visited
Australia in 2016
$8,000 spend on average,
per person
27.4% p.a. CAGR prediction of global cross-border
B2C volume
Shipping to China?
Travellers or students?
WeChat store?
WeChat pay and Alipay?
What are the best dates?
Website in Chinese?
IDENTIFYING A STARTING POINT
©2017 ThoughtWorks Inc. Confidential - please do not distribute.
7
10-WEEK PILOT - TEST & LEARN
MARKET AND USER RESEARCH
DIGITAL PLATFORM
BUILD
PLATFORM LAUNCHRESULTS
ANALYSIS FOR FUTURE
INVESTMENT
WEEK 0 WEEK 3 WEEK 10WEEK 9
85% of gift cards redeemed
within 2 weeks
RED ENVELOPE GAME SHAKE SHAKE
400% ROI
28,000 Product
offers were viewed
12 Shakes per
visit (on average)
15.43% Average daily growth rate
127,000 Content views
WECHAT ACCOUNT
PILOT RESULTS
©2017 ThoughtWorks Inc. Confidential - please do not distribute.
ROADMAP FOR FUTURE
DISCOVERENABLE
SCALE
Early conversion and Buy-in
Build and deliver unique Myer value, and strengthen
organisational capability for China.
10
Myer Video
After the video, Chen Si will be introduced by Pete as the engagement lead, she will talk about the key factors that will lead to success in engaging Chinese consumers.
UNDERSTANDING THE DIFFERENCE
1 2 3 4 5
YOUNG SOCIAL MOBILE SAVVY
EXPECTATION & MOTIVATION
TOOLS & CHANNELS
CULTURE & LANGUAGE
DIGITAL BEHAVIOUR
IDENTIFYING THE CONNECTION
2 3 4 51
IN THE STORECHINESE CUSTOMERS
TEAM MEMBERS
I want to get an iconic product as a gift for friends.
I’m buying for other people, where are these available?
I want to share my shopping experience on WeChat.
Am I getting the best price?
I want to explain the products.
Do you have THIS product in stock?
I want to give discount and incentives.
I’m using my personal WeChat account to build 1on1 relationship.
I want to reach out to more Chinese customers.
I do my research on price and availability in China and Hong Kong.
I want to register for Myer One.
Apart from product we also have high quality services in the store.
- The Australian elements - One stop destination for affordable gifts. - In store scenario as the direct touch points to
build and strengthen connections
THE CONNECTION
LEVERAGING CHINESE DIGITAL ECOSYSTEM IN CREATING NEW SERVICES AND EXPERIENCE
32 4 51
‘SHAKE SHAKE’
GAMES
Red Envelope game on Chinese New Year
T R E A S U R E H U N T I N G
S Y D N E YL E V E L O N E1
’ ’
$20
Treasure Hunt for Golden Week (1st October)
ENABLING TEAM MEMBERS AND BRANDS
42 3 51
专属大师班 在此次活动中,您将体验到独特的的皮肤护理,还有我们的皮肤专家的给您专业的荐产品最适合您的皮肤类型和状况。
Brand guide Cosmetics world
CLIENTELING
BUILDING VIRTUAL TEAMS FOR QUICK EXECUTION
52 3 41
EXCLUSIVE OFFERS
Marketing
Store
Retail Operation
MerchandiseLegal
Business transformation
Data
CHINESE DIGITAL
ECOSYSTEM
BUILD CONNECTION
DELIVER VALUE
CUSTOMERS
DISCOVER EXPERIENCE
PURCHASEADVOCATE
A HOLISTIC DIGITAL PLATFORM FOR LONG TERM ENGAGEMENT
CUSTOMERS
DISCOVER EXPERIENCE
PURCHASEADVOCATE
BUILD CONNECTION
DELIVER VALUE
CHINESE DIGITAL
ECOSYSTEM
A HOLISTIC DIGITAL PLATFORM FOR LONG TERM ENGAGEMENT
AT ALL TIMES, MOVE QUICK AND BE BRAVE TO CHANGE