亚太区商务报告（英文版）

Asia-Pacific commerce report Sitecore2018 SitecoreContentsExecutive summary iii1. Key features of experience commerce 11.1 Importance of personalised content and experience 21.2 Business insights 41.3 This report 42. Commerce snapshot across Asia-Pacific 52.1 The shift online for consumer and business 52.2 Commerce readiness 63. Benefits of a more developed digital marketing strategy 83.1 Revenue benefits 83.2 Achieving better business outcomes 83.3 Benefits of using digital tools 104. Business perspectives 114.1 Perspectives on the customer journey and commerce 114.2 Digital marketing and commerce 124.3 Barriers to adopting digital tools 145. Key actions to achieve business change 175.1 The future of commerce and risks of inaction 175.2 Key actions 17References 19Appendix A: Survey and modelling approach 21Contacts 22Limitation of our work 23General use restriction 23 Asia-Pacific commerce reportiiThe commerce journey is occurring across multiple promotional channels...The average business in the Asia-Pacific uses 5 promotional channels. •96% of businesses use email and websites •90% use word of mouth •89% use social media •77% use mobile apps....with substantial benefits for business.A 5% increase in the share of customer purchases 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.Integration •Australia •New Zealand •China •SingaporeCost •India •Japan...and increasingly online...higher utilisation of digital channels is preferred by businessespercentage points5Cited by 25–28% of businessesCited by 26–31% of businesses SitecoreiiiExecutive summaryThe commerce journey is increasingly occurring across multiple physical and digital channels. Businesses have opportunities 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 on the end-to-end e-commerce journey, using the personalisation of content to present relevant campaigns and product recommendations 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 broad 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 their multi-channel strategy, this research finds that websites 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 traditional 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 utilisation 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 million, this would be associated with an increase in revenue of around US$525,000. While businesses are consistently shifting 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 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 channels can create problems for businesses. The average business 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 higher 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 by Sitecore, aims to understand commerce trends and