With the rise of empowered consumers and the growth of online shopping, e-retailers need to adopt customer-centric strategies to thrive. With so many of our daily conversations happening online, data from social media can provide key insights for e-retailers wishing to optimize customer experiences.
A study by Digimind, Social Shopping in 2017, assessed the state of the e-retail industry on social media, as well as how online brands promote themselves in the digital space in Singapore, Malaysia, and Indonesia. 15 local and regional e-retailers, including Lazada, Zalora, and Berrybenka, were monitored using the social media intelligence tool, Digimind Social, to determine key conversation trends around the industry.
One prominent trend that emerged showed over 85% of consumers who mention e-retailer brand names in their social media posts don't tag brand handles. This means brands need to be vigilant in monitoring their brand reputation in the wider social media space to ensure they aren't missing out on key conversations and trends, and are able to act upon any customer service concerns quickly.
'It's no secret that brands who implement customer-centric strategies are excelling. With 2.789 billion active social media users in Southeast Asia, it is crucial for e-retailers to listen to what is being said about their brand, competitors and the industry online,' says Mr. Stephen Dale, General Manager APAC, Digimind. 'Understanding what consumers are saying on social media can provide companies with an arsenal of insights that can be used to develop content strategies, improve customer service, build brand advocacy, and increase sales.'
'When analyzed in conjunction with other data such as web page visits and browsing behavior, this can further inform marketing plans and Voice of the Customer programs," he added.
The study also revealed that while the majority of E-retailers followers in the countries studied were on Facebook, consumers were most actively publicly posting their opinions and experiences on e-retailers on Instagram and Twitter. This means while Facebook is the ideal channel for brands to communicate with followers, Instagram and Twitter are key channels for community engagement.