Have you had any experience with a brand that has done a great job with relationship marketing, permission marketing, experiential marketing, or one one marketing what did the bran to d do why was

GROUP 1 Have you had any experience with a brand that has done a great job with relationship marketing, permission marketing, experiential marketing, or one- -one marketing?. relationshi

GROUP 1

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

(Prescribed Textbook - Question 1, Page 209)

Shopee’s Case Study

No Type of

Marketing

Real case/ Explanation Why was it effective? Could others learn from

that?

1 Relationship

Marketing

Shopee maintains a good relationship with their customers since their clients are not only normal purchasers but also those who are running their businesses on this platform

- With seller: By

announcing to sellers in advance, it gives them time to consider

As the E-commerce industry is developing significantly day by day, this method allows

- With seller: By developing a relationship department

and allocating their human resources reasonably, it

allows Shopee to keep their a conversation with

sellers through their emails and chat section, from

that, Shopee easily promotes their new promotion,

products, or even new features that may affect their

clients The name of the supporter who manages

each seller’s business is also mentioned in the email

so that sellers can contact them personally and

receive new notifications from them

- With buyer: Shopee Live Chat is a part of their

Shopee's ongoing events or products, therefore, they can prepare carefully to facilitate their business, and also promote it to their current customer

- With buyer: facilitate

the process of delivering information

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

Shopee to promote their advertisement campaign

to customers in a faster way, attracting buyers' attention better, simultaneously helping diminish the cost Shopee spent on their marketing

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

Marketing

Like other e-commerce brands, Shopee also has its permission marketing which helps the company increase their customer’s experience and engagement

- Flash sale: Shopee asks customers whether they

want to set the notification for the flash-sale items so that customers will not miss the deal they have been waiting for

- Flash sale: help

customers to be reminded about the flash sale time; also help Shopee to track the number of customers interesting in that kind of product

Since the E-commerce society is more and more developing, most of the E-commerce brands/ apps apply permission marketing to their business There are two things we can do in this

- Push notifications: Shopee offers customers the

option to choose which section/ channel/ topic they want to receive notification (order updates, chats, promotions, feed, live stream, prizes, activities, wall updates, finance updates)

-

- Push notifications:

allow customers to personalize their mobile app and avoid receiving unwanted information

marketing strategy:

- Authorization (opt-in):

Customers give consent to receive communications, whether by email, SMS, or even every way that is more push notification on the mobile application

- Preference: Customers

chose to receive communications based

on their specific interests/ topics/ channel/ frequency

3 Experiential

Marketing

As an e-commerce site, Shopee always has a lot of investment in experiential advertising programs for consumers to remove their concerns when buying online

- Virtual Try-on (Try this shade): No need to

waste time going to the

In today’s modern world, people are craving for physical experience, but

such as

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

customers to try on cosmetics straight on the app

using a filter that looks like the product color on the

camera

- Sample products: Shopee implements exclusive sales

projects They subsidize sellers to provide a good

store to find the right item, just one click on the phone to show all kinds of samples This gives customers the peace of mind of finding the right thing to choose from while shopping online

- Sample products:

Customers can directly experience trial products through their purchases

on sale occasions, making them get "more"

even when buying the same price elsewhere

- Free trial order for new users: This marketing

method generates fresh user excitement by employing the

"psychological" tactic of

they also want something convenient (online shopping) That is the reason why Shopee responding these two opposite customer’s needs into their experiential marketing By doing those strategies mentioned before, Shopee is providing a more meaningful brand experience for their customers

- Create a monopoly:

Exclusive deals will entice clients and produce a lot of money for retailers

Furthermore, invest in

"subsidies" for vendors and hold major discounts with

price with sample products only when purchased on

their website

- Free trial order for new users: In addition to being

given exclusive promotional codes for new users,

they are also given a gift by Shopee through the first

order in the list of items listed to help consumers

familiarize themselves with the product the use of

actions on the app Furthermore, the referrer will

earn a modest reward for suggesting a new user

- Unique experience for loyal customers: Shopee

has a specific marketing scheme for consumers at

particular spending milestones in order to retain

them Customers are provided exceptional

promotional bundles from retailers from large

sellers in addition to obtaining high value direct

loving everyone's free gifts Customers will

"word-of-mouth"

presents ranging from real to vital for Shopee's everyday life for new users Moreover, old users will try to "entice"

friends to come to Shopee to receive gifts for both of them

- A unique experience for loyal customers: With

this policy, Shopee successfully retains old users, creates their consumer demand and makes them feel special and cared for

varied promotions throughout the year to encourage visitors and purchases

- Policy to attract new users: Bringing in new

clients will expand the company's market Should invest in outstanding promos to attract new users

- Policy to retain loyal customers: Loyal

customers are always a stable source of revenue Making them feel exceptional and as though they are

"emperors" produces satisfaction and loyalty

coupons on gratitude days

4 One-to-one

Marketing

- Related/ Suggested products (Similar Products/ You might also like): Shopee shows the same products

with different prices based on the products the customers are visiting It also offers some more related products that have the same function/ feature

This strategy creates a unique profile for each customer

- Personalization: By

learning the personal preferences of the customer, Shopee enriches their audiences’

buying experience over time and gradually makes them become loyal to the brand

Shopee’s one-to-one marketing strategy

enhances client relations

and makes up their fidelity, allowing the brand to establish a special relation to the client as well as trust and reliance that raises audience satisfaction and separates Shopee from the others

Other brands respectively launch the same strategy from Shopee to maximize

- 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)

their monetization prospects

- 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/why-ecommerce-brands-need-experiential-marketing-events-to thrive