德勤-亚太区商务趋势报告：实现数字化变革_助企业创造营收（英文）-2018.3-32页-3mb

Asia-Pacific Commerce Report Summary

Core Content

This report, commissioned by Sitecore, provides an analysis of commerce trends and business perspectives across the Asia-Pacific region. It highlights the increasing shift towards digital commerce and the importance of experience commerce in delivering a consistent and personalised customer journey across multiple channels. The report also outlines key actions for businesses to improve their digital strategies and achieve better outcomes.

Main Points

• Experience Commerce: Focuses on the end-to-end e-commerce journey, using personalisation to deliver relevant campaigns and product recommendations across physical and digital channels.
• Customer Journey: Customers now interact with multiple channels during their shopping journey, including mobile, email, websites, and social media.
• Digital Adoption: Businesses are increasingly adopting digital channels, but they face challenges with integration and cost.
• Revenue Impact: A 5% increase in digital channel usage is associated with a 3.5% increase in revenue growth, which could translate to an additional $525,000 for a business with $15 million in revenue.
• Multi-Channel Challenges: The use of multiple systems and platforms can lead to inefficiencies, higher costs, and integration issues.

Key Findings

1. Key Features of Experience Commerce

• Personalisation: Using data analytics to personalise content based on customer behaviour and preferences is essential for improving customer acquisition and retention.
• Customer Experience: A consistent and positive customer experience across all channels is crucial for business success.
• Channel Integration: Businesses should ensure that their commerce systems operate consistently across multiple channels to avoid friction and provide seamless interactions.

2. Commerce Snapshot Across Asia-Pacific

• Shift to Digital: The region has seen a significant shift to digital channels for both consumer and business transactions.
• Current Channel Usage:
  • 41.8% of purchases are made through traditional channels (face-to-face and telephone).
  • 56.4% are made digitally (email, website, mobile, social media).
• Digital Maturity:
  • China and India lead in digital commerce maturity with 66% of transactions through digital channels.
  • Australia has 58% of transactions through digital channels.
• Ideal Channel Utilisation: Businesses would prefer a 4.9% increase in digital channel use, particularly in Australia and Singapore.

3. Benefits of a More Developed Digital Marketing Strategy

• Revenue Growth: There is a positive correlation between digital channel usage and revenue growth.
• Customer Engagement: 80% of businesses in the Asia-Pacific region report higher customer engagement than five years ago.
• Personalised Marketing: 70% of businesses use personalised marketing based on customer data, such as browsing history and previous purchases.
• Cost Efficiency: 57% of businesses feel they are paying too much for a suite of digital systems from different providers.

4. Business Perspectives

• Customer Journey Focus: Businesses believe that improving the online customer experience is now a key part of their commerce strategy.
• Barriers to Adoption:
  • Integration: Cited by 25-28% of businesses in Australia, New Zealand, China, and Singapore.
  • Cost: Cited by 26-31% of businesses in India and Japan.
• Future Trends: In five years, businesses expect reach and cost to be more influential in the decision to use digital tools, especially in China, India, and Singapore.

Key Actions for Business Change

1. Embrace the Multi-Channel Customer Journey: Ensure a consistent and seamless experience across all channels.
2. Invest in an Integrated System: Use a single, consistent system to streamline operations and reduce costs.
3. Analyse Customer Data: Use data analytics to personalise communications and improve customer engagement.

Case Studies

QNET

• A global direct selling company with a customer base of nearly 10 million.
• 100% online operations through its proprietary e-commerce platform.
• Emphasises simplicity, speed, and device preference in customer experience.
• Uses analytics to tailor marketing strategies to customer segments.

Blackmores

• Utilised a combination of digital and physical channels to capitalise on the Double Eleven festival.
• Increased brand awareness through mobile advertising, livestreaming, and social media engagement.
• Achieved significant sales growth and expanded its social media fan base.

Limitations and Restrictions

• The report is based on survey data from over 1,000 businesses in the Asia-Pacific region with more than 250 employees.
• It includes case studies with Sitecore customers and is intended for general use, with certain restrictions.

Conclusion

The Asia-Pacific region is witnessing a significant shift towards digital commerce, driven by customer preferences. Businesses need to adopt a multi-channel strategy that integrates data and personalises the customer experience to achieve better outcomes. Streamlining commerce systems and investing in integrated digital tools can lead to substantial revenue growth and improved customer engagement.