1、Asia-Pacific commerce report Sitecore 2018Sitecore Contents Executive summary iii 1. Key features of experience commerce 1 1.1 Importance of personalised content and experience 2 1.2 Business insights 4 1.3 This report 4 2. Commerce snapshot across Asia-Pacific 5 2.1 The shift online for consumer an
2、d business 5 2.2 Commerce readiness 6 3. Benefits of a more developed digital marketing strategy 8 3.1 Revenue benefits 8 3.2 Achieving better business outcomes 8 3.3 Benefits of using digital tools 10 4. Business perspectives 11 4.1 Perspectives on the customer journey and commerce 11 4.2 Digital m
3、arketing and commerce 12 4.3 Barriers to adopting digital tools 14 5. Key actions to achieve business change 17 5.1 The future of commerce and risks of inaction 17 5.2 Key actions 17 References 19 Appendix A: Survey and modelling approach 21 Contacts 22 Limitation of our work 23 General use restrict
4、ion 23Asia-Pacific commerce report ii The commerce journey is occurring across multiple promotional channels. The average business in the Asia-Pacific uses 5 promotional channels. 96% of businesses use email and websites 90% use word of mouth 89% use social media 77% use mobile apps. .with substanti
5、al benefits for business. A 5% increase in the share of customer purchases conducted digitally is associated with 3.5% rise in revenue growth or a $525,000 additional revenue for a business with revenue of US$15 million However, there are barriers to digital adoption for business. Integration Austra
6、lia New Zealand China Singapore Cost India Japan .and increasingly online. higher utilisation of digital channels is preferred by businesses percentage points 5 Cited by 2528% of businesses Cited by 2631% of businessesSitecore iii Executive summary The commerce journey is increasingly occurring acro
7、ss multiple physical and digital channels. Businesses have opportunities to interact with potential customers across these channels and it is important that they make the most of each of these interactions. Experience commerce is the focus on the end-to-end e-commerce journey, using the personalisat
8、ion of content to present relevant campaigns and product recommendations to customers across multiple channels. The end-to-end customer journey and the focus on the customer experience should be at the forefront of business considerations. While physical stores have traditionally had a strong custom
9、er experience focus, digital channels have been characterised as broad reaching, low-cost channels to market. However, as more and more customers are making decisions and purchasing online, businesses need to ensure the online customer experience is as engaging as the physical one. For businesses co
10、nsidering their multi-channel strategy, this research finds that websites and email remain the most important tools for businesses in providing information to and communicating with their customers. 72% of surveyed businesses in the Asia-Pacific region noted that a website was very important to thei
11、r business operations, a much higher proportion than any other traditional or digital channel. This reinforces that websites are more than just an online shopping cart. They are a channel to market on which businesses must create engaging commerce strategies. Businesses would ideally like to see mor
12、e of their operations online, preferring 5 percentage points higher utilisation of digital channels. This aligns with our economic modelling, which finds that for every 5% increase in the share of customer purchases conducted through digital channels there is an associated 3.5% increase in revenue g
13、rowth. That is, for an average business with revenue of around US$15 million, this would be associated with an increase in revenue of around US$525,000. While businesses are consistently shifting away from traditional channels face-to-face and telephone transactions are shifting to a number of digit
14、al channels web, app, social media platforms and email. This shows that customers rather than businesses are driving the pace of change through demonstrating how they want to interact with businesses, rather than business simply driving the shift to online channels to reduce costs. The need to maint
15、ain multiple channels can create problems for businesses. The average business in this research makes sales through more than 5 digital and physical channels, with each accounting for less than 25% of sales. This is why some of the expected productivity benefits associated with digital are not being
16、 realised and why benefits may be more likely to be realised through higher revenue than reduced costs. Businesses will be most efficient if they have a commerce system that operates consistently across these multiple channels. Sales through a number of channels also poses the risk of friction betwe
17、en channels or the risk that one is detracting, rather than adding to the customer experience. About this study This report, commissioned by Sitecore, aims to understand commerce trends and business perspectives across the Asia-Pacific region and to present recommendations and an action plan for com
18、merce success. The analysis in this report draws on the findings of a survey of over 1,000 businesses located in the Asia-Pacific region (including Australia, New Zealand, Japan, China, India and Singapore) with over 250 employees, as well as case studies with Sitecore customers. Asia-Pacific commer
19、ce report iv The research also highlighted the benefits and opportunities from streamlined commerce systems. Over 60% of businesses have multiple digital platforms for different commerce stages and 57% reported paying too much for a suite of systems from different providers. The use of multiple syst
20、ems across the sales and marketing cycle is resulting in higher costs and may be contributing to integration issues. While businesses look to increase their online operations, the biggest barriers to adopting digital commerce tools are integration with legacy systems and cost. Cost was identified as
21、 the biggest barrier for businesses in India and Japan, while integration issues were the most limiting factor in China, Australia and New Zealand. Another challenge for businesses in the changing commerce environment is keeping on top of engagement with consumers. Given that four out of five busine
22、sses believe that consumers are increasingly expecting faster online responses to questions or issues, their digital tools should facilitate this interaction. There can be benefits for businesses in streamlining their commerce systems. For example, if a business is running different web and commerce
23、 systems based on different programming languages (such as Java, PHP and .Net) and splitting operations across multiple systems, there is duplication of staff and different skills required across their workforce. There may also be duplication in infrastructure and managed services. This may be neces
24、sary for some businesses with specialised needs, but for the majority, an integrated and consistent system using a single programming language could increase efficiencies and save the ongoing cost of training that comes from users having to switch between multiple systems from different vendors. The
25、 majority of businesses (81%) expressed that collecting customer insights and data is important to their operations. Data analytics, made possible through a system that captures information along the customer journey, can unlock powerful insights into customer behaviour and allow businesses to perso
26、nalise communications and provide relevant information to potential consumers, which is more likely to be effective in driving sales. After this, businesses will next need to increasingly personalise the customer experience, providing relevant and engaging product content on an ongoing basis. This c
27、ould assist in the realisation of benefits such as increased sales and customer retention, meeting customer expectations and keeping up with local competitors. 82% of businesses in the Asia-Pacific region recognise the importance of continual customer engagement even after the sale has ended, so a s
28、treamlined system will provide greater visibility across the end-to-end customer journey. There are three key actions for businesses to improve their focus on experience commerce. Summary of key actions 1. Embrace the multi-channel customer journey and ensure a consistent experience across physical
29、and digital channels 2. Invest in an integrated and consistent system that can bring customer data together from multiple sources while increasing efficiencies and reducing staff costs 3. Analyse customer data and increase the scope of personalised communication with customers. Sitecore 1 1. Key fea
30、tures of experience commerce Experience commerce is the focus on the end-to-end ecommerce journey, using the personalisation of content to present relevant campaigns and product recommendations to customers across multiple channels. The end-to-end customer journey and the focus on the customer experience has become particularly important in recent years as the channels to market and opportunities to interact with potential customers have increased in a digitally connected world. While physical stores have traditionally had a strong cust
