Sphere
#36
2014
28
Customer 360
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who shop with us online spend
2.9 times more than customers who
shop only in stores. We believe this
provides us with enormous potential
to drive incremental sales with a more
powerful e-commerce platform,” says
Mr Lai. With big data now in place, the
digital and CRM programmes can scale
new heights.
But the Customer 360 strategy is
more than business. It elevates the
shopping experience of both in-store
and online customers. Now, ASW can
analyse registered users’ purchasing
details and provide custom services
to online buyers and help suppliers to
open new doors via online platforms.
Customers are happy together with
ASW and their partners.
On top of the virtual shopping
centres, an illustration from Ukraine
showcases the targeted application of the
Customer 360 strategy that takes place
in a physical store. Watsons Ukraine has
a pilot location-based CRM programme
which makes use of location-service-
enabled mobile devices: smartphones.
Through a location-based service,
customers who visit a specific store can be
offered bonus loyalty points and receive
custom deals based on their sales history.
This is all activated automatically through
their smartphone without the need for
customers to approach salespeople. The
practice has brought more interaction to
the shopping experience of customers and
is powered by the seamless coordination of
the CRM programme, social media, and big
data working harmoniously together.
The Ukrainian example is just a start and
the opportunities for leveraging big data
and marketing are huge in other markets.
“We will continue to drive member
acquisition, especially in China where we
have in excess of 39 million members in
our CRM membership base. Our members
enjoyed the extra benefits as well as
the more personalised and relevant
communications we provide to them,”
says Mr Lai.
Newworld of business
Internet technology and communication
trends have also changed the advertising
approach of ASW, which has shifted
from traditional mass media to digital
media, especially on mobile devices in
the era of the ‘app’. This helps provide an
accurate understanding of advertising
effectiveness, allowing ASW to adjust
their marketing campaigns and make
correct investment decisions.
The integration of digital and social media,
CRM and big data applications in the
Customer 360 strategy shows how ASW
has adapted to the new world of business.
“The key to ASW’s Customer 360 strategy
is to be customer-centric. It’s more than
just providing quality products at great
prices, it is about engaging, informing
and involving our customers in their
shopping decision-making process,” Mr Lai
concludes. ASW’s swift response to put
the right people, technology and processes
in place will enable the group to turn big
data into big smiles for customers and big
success for ASW.
Customers who shop at
ASW’s online platforms spend
2.9 times more than customers
who shop only in stores.
