Retailers leverage insights for targeted e-commerce growth

Enhanced customer understanding drives personalised strategies and increases sales.

Retailers are increasingly turning to consumer insights to tailor their marketing strategies and enhance sales performance. Nopadol Tangdenchai, CIO of MC Group, shared insights into how his team utilises consumer behaviour data to fine-tune their e-commerce strategy.

"Our approach focuses on understanding customer behaviours, including their purchasing habits and preferences," said Tangdenchai. "This allows us to create more personalised communication strategies and offer exclusive products designed specifically for various customer segments." 

According to Tangdenchai, such targeted strategies are not only about appealing to the customer but also ensuring that each interaction is aligned with their specific needs and preferences.

For example, MC Group recently introduced new colour variants of their model gram bill backpack, selecting colours based on consumer propensity data indicating a preference for certain shades. "The introduction of these targeted products resulted in a notable sales uptick, confirming the value of leveraging deep customer insights," Tangdenchai noted.

However, gathering this valuable consumer data isn't without its challenges. With strict data privacy regulations like the PDPA, acquiring and utilising customer data requires careful navigation. 

Tangdenchai explained how MC Group overcomes these obstacles: "We've developed an app that encourages customers to voluntarily share their data by engaging with our brand and earning loyalty points. This direct engagement provides us with clear insights into the customer journey while respecting privacy guidelines."

Moreover, Tangdenchai highlighted the emerging trends that e-commerce businesses should be attentive to, particularly the rise of social commerce and affiliate marketing. "We've seen a shift towards using platforms like TikTok for live-selling sessions, which, combined with affiliate marketing, has significantly boosted our sales," he said. This strategy has not only expanded their market reach but also enhanced customer engagement through interactive and immediate shopping experiences.