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1、Asia-Pacific commerce report Sitecore2018SitecoreContentsExecutive summary1. Key features of experience commerce1.1 Importance of personalised content and experience1.2 Business insights1.3 This report2. Commerce snapshot across Asia-Pacific2.1 The shift online for consumer and business2.2 Commerce
2、readiness3. Benefits of a more developed digital marketing strategy3.1 Revenue benefits3.2 Achieving better business outcomes3.3 Benefits of using digital tools4. Business perspectives4.1 Perspectives on the customer journey and commerce4.2 Digital marketing and commerce4.3 Barriers to adopting digi
3、tal tools5. Key actions to achieve business change5.1 The future of commerce and risks of inaction5.2 Key actionsReferencesAppendix A: Survey and modelling approachContactsLimitation of our workGeneral use restrictioniii124455688810111112141717171921222323.with substantial benefits for business.A 5%
4、 increase in the share of customerpurchases 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 millionHowever, there are barriers to digital adoption for business.Asia-Pacific commerce report The commerce journey i
5、s occurring across multiple promotional channels.The average business in the Asia-Pacific uses 5promotional channels. 96% of businesses use email and websites 90% use word of mouth 89% use social media 77% use mobile apps.and increasingly online.higher utilisation of digital channels is preferred by
6、 businesses5 percentagepointsIntegration Australia New Zealand China SingaporeCited by 2528% of businessesiiCost India JapanCited by 26 31% of businessesSitecoreiiiExecutive summaryThe commerce journey is increasingly occurring across multiple physical and digital channels. Businesses have opportuni
7、ties 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 onthe end-to-end e-commerce journey , using the personalisation of content to present relevant campaigns and product recommendat
8、ions 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 customer experience focus, digital channels have been characterised as bro
9、ad 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 considering theirmulti-channel strategy, this research finds that websi
10、tes 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 their business operations, a much higher proportion than any other traditi
11、onal 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 more of their operations online , preferring 5 percentage points higher ut
12、ilisation 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 growth . That is, for an average business with revenue of around US$15
13、million, this would be associated with an increase in revenue of around US$525,000.While businesses are consistentlyshifting away from traditional channels face-to-face and telephone transactions are shifting to a number of digital channels web, app, social media platforms and email. This shows that
14、 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 maintain multiple channelscan create problems for businesses . The average bu
15、siness 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 realised and why benefits may be more likely to be realised through hig
16、her 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 between channels or the risk that one is detracting, rather than adding to the customer experience.About this studyThis report, commissioned bySitecore, aims to understand commerce trends and business perspectives across th
