Page 12 - AeM_Nov_2018

RESEARCH, ANALYSIS & TRENDS

The e-commerce top performers on

social media are…?

The holiday season in Singapore accounts for over 20% While many would expect that retail and e-commerce
of online sales, since online retailers such as Amazon, brands would dominate the charts, it was surprising to
Lazada and Qoo10 have left no stone unturned when it see hotels (Studio M and Four Points by Sheraton),
comes to attracting and encouraging consumers to automotive brands (Ducati) and a renovation firm join
embark on a shopping spree during the end of year the ranks. The hotels also performed better than retail
sales. and beauty brands this year, with Studio M garnering
3,870 interactions on its Black Friday post on
A special applause must go to Amazon, which launched Facebook.
just a year ago in Singapore, but has quickly risen to the
top by capturing 51% share of social engagement. Not to get surprised next year, you might want to start
preparing already?
Digital connectivity may have been a boon for
consumers, but retailers clearly have had to adapt to IGD’s top trend predictions for next year might be
technological shifts and get active on social media. useful, since it forecasts social shopping, health and
freshness, to influence Asia’s grocery retail market over
The leading Social Media Marketing the next five years.
platform Socialbakers just revealed which brands gained
the most interactions from fans on social media According to Nick Miles, Head of Asia-Pacific of the
platforms – Facebook and Instagram, leveraging the international grocery research organization, IGD, “the
largest social media data-set in the industry. offline and online worlds continue to merge, and new
technology is being used to make operations more
Socialbakers’ AI-powered social media marketing suite efficient. In 2019, we expect this pace of change to
helps brands to figure out how to invest in social media continue. Retailers will keep refining their operations to
to get the highest ROI by tracking 10 million social meet growing demand for convenience; partnerships
profiles across all major social platforms including will continue to shape the future of online; health and
Facebook, Instagram, Twitter, YouTube, LinkedIn, wellness and social media are set to grow in
Pinterest, Google+, and VK.com. importance; and in-store technology will fundamentally
change the way people shop.”
For instance, in Singapore, Singles’ Day witnessed that
its sales figures have doubled that of last year’s. Black Looking to next year and beyond, IGD has identified
Friday has also increasingly gained popularity, with both five key trends expected to shape Asia’s grocery
online and physical brands taking part in the post- market and influence retailer strategy, revealing what
Thanksgiving festivities to extend the ultimate holiday this means for suppliers in the region:
discounts for bargain hunters.
1. Ultimate convenience: Changing lifestyles mean
Singaporeans are known to almost never miss out on a shoppers across Asia are becoming increasingly
good bargain, and this year’s Black Friday sales were a demanding. Shopping little and often is a growing
true testament to that. But which brands were trend and consumers expect to be able to source
Singaporeans most excited to shop at? products anywhere, anytime and anyhow they like.

12 November 2018 - Email Marketing & E-Commerce