brand to conversion [for thailand web wednesday 15]

Pawoot Pongvitayapanu (Pom) MD and Founder Rakuten TARAD.com

President of Thai E-Commerce Association

TO CONVERSION

What happen in Current Online Marketing!

Purchasing Funnal!

Purchasing Funnal!

Branding  &  Engagement  

Sale  and  Order  

* From National Statistic Office 2013

Thailand E-Commerce Value มูลค่าการซื้อขายทางออนไลน์ของประเทศไทย

2554 2555 % change Total 783,998 744,419 -5.05 B2B 291,209 282,946 -2.84 B2C 99,706 121,392 21.75

B2G 393,083 340,081 -13.48

7

Thailand  Internet  Retailing  Growth

0

5,000

10,000

15,000

20,000

25,000

2010 2011 2012 2013 2014 2015 2016 2017

Internet Retailing Internet Retailing

Unit:T

HB  m

illion  

Source : Euro Monitor

* Million 2010 2011 2012 2013 2014 2015 2016 2017

Internet Retailing (THB) 12,848 14,326 15,472 16,555 17,548 18,426 19,163 20,120

Internet  Retailing  (USD)   428   478   516   552   585   614   639   671  

Rakuten  TARAD.com  Info  •  Total  Merchant      269,139  •  Tuested  Merchant    2,500  •  Product  Items    4,303,521  

Payment channel

credit-­‐card  45%  

bill-­‐payment  27%  

counter-­‐service  9%  

paypal  6%  

ktc-­‐flexi  5%  

paysbuy  3%  

bank-­‐transfer  2%  

ciVbank  1%  

mpay  1%  

Payment by Volume

Credit Card payment have 45% , the biggest payment channel

The Largest Payment Channel

ระบบเงินผ่อนออนไลน์ 3 พันบาทขึ้นไป

เลือกวิธีการชำระเงิน

เลือกการผ่อนชำระ

Customer Demographic

3%

24%

45%

19% 9% 18-21

22-30

31-40

41-50

51 up

2012-Q113

Sale Sharing by Age

2%

27%

46%

18% 7%

18-21

22-30

31-40

41-50

51 up

Half Year 13

Member Age Revenue share : Half Year 13

Ø  Super Sale Campaign brought main target aged 31-40 and 22-30 sales increasing Ø  Aged 41 up share 27% sales volume in 2013 compare to 19% in 2011

4%  

34%  

43%  

14%  4%   1%   19  -­‐  21  

22  -­‐  30  

31  -­‐  40  

41  -­‐  50  

51  -­‐  60  

61  up  

2010-2011

44%

23%

10%

9% 7% 5% 2% 2010-2011

33%

31%

9%

9%

8% 7% 3%

Customer Geographic

Area Revenue share

Ø  Up Country, apart from BKK and Central Area, sale continue increasing and sharing 39% Ø  BKK sale sharing now set to 2nd Rank Ø  If exclude BKK, up country share 78% Sale

2012-13

Sale Sharing by Area

ภาคกลาง 39%

กรุงเทพ 22%

ภาคใต้ 10%

ภาคตะวันออก 9%

ภาคอีสาน 9%

ภาคเหนือ 8% ภาคตะวันตก

3%

ภาคกลาง

กรุงเทพ

ภาคใต้

ภาคตะวันออก

ภาคอีสาน

ภาคเหนือ

ภาคตะวันตก

1st Half 2013

M-commerce Rakuten TARAD.com

Q1  2012   Q2  2012   Q3  2012   Q4  2012   Q1  2013   Q2  2013   Q3  2013   Q4  2013   Q1  2014  

Summary  Total  Sale  volume  in  TARAD.com  between  Y12  -­‐  Y14  

Y  2012   Y  2013  

Sale growth + 668%

Total  Sale  is  conVnuously  increasing  quarter  by  quarter  unVl  Q1    YoY  +206%  ,  Growth  668%  from  Y12  unVl  1st  Quarter  2014          

PC  Version    50%  

MB  Version  50%  

Sale  volume  separated  by  device    at  Q1,Y14  

PC  Version  47%  

MB  Version  53%  

Traffic  shared  by  device    at  Q1,  Y14    

Smartphone 73%

Tablet 27%

Smartphone 73%

Tablet 27%

MB  version     1st  Ranked     2nd  Ranked   3rd  Ranked   4th  Ranked   5th  Ranked  

TOP  Sale  Category    

Clothing  &  Fashion    30%  

Telecom  16%    

Food  &  Health    15%  

Watches  &  Jewelry    11%  

Camera  7%    

Showing  Sale  and  Traffic  of  MB  version  is  mostly  came  from    Smartphone  (73%)  with  cloth&fashion  catg.  30%  as  top  cat.    

16

0%  

2%  

4%  

6%  

8%  

10%  

12%  

PC  

Mobile  

PC and Mobile Shopping Time!

GMS trend by hour

§  1st Time : Morning time 0:00 – 9:00 น."§  2nd Time : Lunch Time"§  3rd Time : After office hours"

3 mobile shopping in a day"

Hourly trend of PC and MB purchase

1st Timing!0.00 – 9:00 น."

2nd Time !12.00 น." 3rd Timing!

18:00 - 22.00 น."

Launched TARAD on Mobile + MRT support media

TARAD on Mobile

Defind mobile version : is a smartphone with the <= 7 " mobile screen. Defind PC version : is PC + iPad + device since 7" to 9" screen.

12 million Friends Connected

TARAD Line Marketing : Increase Sale"

Result : 1,372 order within 3 hours TARAD  Line   TARAD  m-­‐Commerce  (Mobile  Site)  

Premiershop.tarad.com Brandsworld-online.tarad.com

ลงโฆษณากับ Facebook Advertising!

เลือกปุ่มให้ถูกเพื่อกระตุ้นกลุ่มเป้าหมาย!

เลือกเป้าหมายได้ละเอียดมากๆ (Target Audience)

ลักษณะการทำงานของ Facebook Custom Audience!

20,000 email list

12,000 FB user

หน้าบริหารผู้ชม (Audiences)"https://www.facebook.com/ads/manage/audiences.php

Lookalike Audience

กรณีศึกษาของ TARAD.com!Best Practice for Custom Audience"

300,000 E-Mail Matched 200,000 Facebook Result Cost = 7,650 Visit = 6,844 Order = 47 GMS = 270,163

Order CVR Cost/Sale CPC 788 4.17% 12.73% 5.08

Order CVR Cost/Sale CPC 464 2.82% 22.9% 7.46

Facebook Advertising Performance

Engagement  Ad  brought  High  CVR,  low  Cost/GMS  

Twitter Advertising for E-Commerce

Google Analytics"

Google Analytics Dashboard"

วัดยอดขายว่ามาจากช่องทางไหน!

Tracking All Traffic to Our Site"

Platform 30%, !Marketing 40%, !Operation 30%!

Omnichannel : Customer Experience across online and offline

Offline Media"Tie-in Online sale channel and drive people to buy it now.

Purchasing Funnal!

Branding  &  Engagement  

Sale  and  Order  

Summary and Keys Take Away"•  Internet User in Thailand more than 31 million user"

•  Mobile Commerce will become majority within 3 years"

•  Social Media and Big Data will be Key for E-Commerce"

•  Brand Awareness not Enough"

•  Please Support Thailand by BUY Thai product from Online Channel.! "

•  Don’t know where to start.! Please try www.TARAD.com "

Kob Kun Kub (Thank You)

Pawoot (Pom) PongvitayapanuManaging Director and Founder E-Mail : pawoot@tarad.com •  Twitter.com/pawoot : "•  Facebook.com/pawoot"•  Instagram.com/pawoot "