212 7QT0130 01 Discussion Question 4 Group 01 PDF

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GROUP 1No. Name ID Student 1 Phùng Lê Bảo Ngọc 197KS2 Lê Huỳnh Đăng Khoa 197KS 3 Ngô Phạm Thụy My 197TM 4 Nhữ Ngọc Minh Ánh 197TCHave you had any experience with a brand that has done a great job with relationship marketing, permission marketing, experiential marketing, or one-to-one marketing? What...

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GROUP 1 No.

Name

ID Student

1

Phùng Lê Bảo Ngọc

197KS12636

2

Lê Huỳnh Đăng Khoa

197KS33038

3

Ngô Phạm Thụy My

197TM29455

4

Nhữ Ngọc Minh Ánh

197TC29822

Have you had any experience with a brand that has done a great job with relationship marketing, permission marketing, experiential marketing, or one-to-one marketing? What did the brand do? Why was it effective? Could others learn from that? (Prescribed Textbook - Question 1, Page 209)

Shopee’s Case Study No.

Type of

Real case/ Explanation

Why was it effective?

Marketing 1

Could others learn from that?

Relationship

Shopee maintains a good relationship with their

-

With seller: By

As the E-commerce

Marketing

customers since their clients are not only normal

announcing to sellers in industry is developing

purchasers but also those who are running their

advance, it gives them

significantly day by day,

businesses on this platform.

time to consider

this method allows

-

With seller: By developing a relationship department

Shopee's ongoing

Shopee to promote their

and allocating their human resources reasonably, it

events or products,

advertisement campaign

allows Shopee to keep their a conversation with

therefore, they can

to customers in a faster

sellers through their emails and chat section, from

prepare carefully to

way, attracting buyers'

that, Shopee easily promotes their new promotion,

facilitate their business,

attention better,

products, or even new features that may affect their

and also promote it to

simultaneously helping

clients. The name of the supporter who manages

their current customer.

diminish the cost Shopee

With buyer: facilitate

spent on their marketing.

each seller’s business is also mentioned in the email

-

so that sellers can contact them personally and

the process of

receive new notifications from them.

delivering information to customers, allow them to know about upcoming events and products as soon as possible.

-

With buyer: Shopee Live Chat is a part of their

relationship marketing that helps sellers in advertising their new products and also those ongoing events of Shopee so that whenever new things are coming, customers can receive news as soon as possible. In addition, customers are able to chat with their personal relationship staff who take responsibility to support them personally via email or chatbox.

2

Permission

Like other e-commerce brands, Shopee also has its

Marketing

-

Flash sale: help

Since the E-commerce

permission marketing which helps the company increase

customers to be

society is more and more

their customer’s experience and engagement.

reminded about the

developing, most of the E-

-

Flash sale: Shopee asks customers whether they

flash sale time; also

commerce brands/ apps

want to set the notification for the flash-sale items so

help Shopee to track

apply permission

that customers will not miss the deal they have been

the number of

marketing to their

waiting for.

customers interesting in business. There are two that kind of product.

things we can do in this

-

-

Push notifications: Shopee offers customers the option to choose which section/ channel/ topic they

Push notifications:

marketing strategy:

allow customers to

-

Authorization (opt-in):

personalize their

Customers give

mobile app and avoid

consent to receive

receiving unwanted

communications,

information.

whether by email, SMS, or even every

want to receive notification (order updates, chats,

way that is more push

promotions, feed, live stream, prizes, activities, wall

notification on the

updates, finance updates).

mobile application. -

Preference: Customers chose to receive communications based on their specific interests/ topics/ channel/ frequency.

3

Virtual Try-on (Try this

In today’s modern world,

investment in experiential advertising programs for

shade): No need to

people are craving for

consumers to remove their concerns when buying online

waste time going to the

physical experience, but

Experiential

As an e-commerce site, Shopee always has a lot of

Marketing

-

such as

store to find the right

they also want something

-

Virtual Try-on (Try this shade): Shopee allows

item, just one click on

convenient (online

customers to try on cosmetics straight on the app

the phone to show all

shopping). That is the

using a filter that looks like the product color on the

kinds of samples. This

reason why Shopee

camera.

gives customers the

responding these two

peace of mind of finding opposite customer’s needs

-

the right thing to choose

into their experiential

from while shopping

marketing. By doing those

online.

strategies mentioned

Sample products:

before, Shopee is

Customers can directly

providing a more

experience trial products meaningful brand experience for their

on sale occasions,

customers.

making them get "more" -

Create a monopoly:

even when buying the

Exclusive deals will

same price elsewhere.

entice clients and

Free trial order for new

produce a lot of money

users: This marketing

for retailers.

method generates fresh

Furthermore, invest in

user excitement by

"subsidies" for

Sample products: Shopee implements exclusive sales

employing the

vendors and hold

projects. They subsidize sellers to provide a good

"psychological" tactic of

major discounts with

-

-

through their purchases

-

price with sample products only when purchased on

loving everyone's free

varied promotions

their website.

gifts. Customers will

throughout the year to

Free trial order for new users: In addition to being

"word-of-mouth"

encourage visitors and

given exclusive promotional codes for new users,

presents ranging from

purchases.

they are also given a gift by Shopee through the first

real to vital for Shopee's

order in the list of items listed to help consumers

everyday life for new

users: Bringing in new

familiarize themselves with the product. the use of

users. Moreover, old

clients will expand the

actions on the app. Furthermore, the referrer will

users will try to "entice"

company's market.

earn a modest reward for suggesting a new user.

friends to come to

Should invest in

Shopee to receive gifts

outstanding promos to

for both of them.

attract new users.

-

-

A unique experience for

-

-

Policy to attract new

Policy to retain loyal

loyal customers: With

customers: Loyal

this policy, Shopee

customers are always a

successfully retains old

stable source of

users, creates their

revenue. Making them

consumer demand and

feel exceptional and as

Unique experience for loyal customers: Shopee

makes them feel special

though they are

has a specific marketing scheme for consumers at

and cared for.

"emperors" produces

particular spending milestones in order to retain

satisfaction and

them. Customers are provided exceptional

loyalty.

promotional bundles from retailers from large sellers in addition to obtaining high value direct

coupons on gratitude days.

4

One-to-one Marketing

-

Related/ Suggested products (Similar Products/ You

This strategy creates a

Shopee’s one-to-one

might also like): Shopee shows the same products

unique profile for each

marketing strategy

with different prices based on the products the

customer.

enhances client relations

customers are visiting. It also offers some more related products that have the same function/ feature.

-

Personalization: By

and makes up their

learning the personal

fidelity, allowing the

preferences of the

brand to establish a

customer, Shopee

special relation to the

enriches their audiences’ client as well as trust and buying experience over

reliance that raises

time and gradually

audience satisfaction and

makes them become

separates Shopee from the

loyal to the brand.

others. Other brands respectively launch the same strategy from Shopee to maximize

their monetization prospects.

- Daily discover: Based on what customers have searched recently, Shopee suggest them on the Daily Discover section (or products that are related to what customer has viewed in purchase)

-

Buy again: Shopee suggests some products that the customers buy more than 1 time

-

Personalized email: Using personal data from the machine-learning system, Shopee provides their customers with offers and engages them in buying the products.

-

Banners: Shopees ’ personalized displays are placed on the high-traffic website in order to grab their target audiences’ attention, make them longer on the ads, and may buy the product.

References Aires, A. (2013, October 20). Personalized Marketing - Marketing one to one - A glimpse on Amazon's strategy. From Youtube: https://youtu.be/m2sMsyUN7FY NA. (2021, April 18). "Permission Marketing : A performance lever for E-Commerce". From Youtube: https://youtu.be/tPwjLhQgurg NA. (2022, February 21). Virtual Try-one Makeup Tool. From Maybelline: https://www.maybelline.com/virtual-makeover-makeup-tools NA. (2022, February 21). Why E-Commerce brands need experiential marketing events to thrive. From A Little Bird: https://alittle-bird.com/whyecommerce-brands-need-experiential-marketing-events-to-thrive...