An Inside Look with aCommerce Online Merchandising and Store Management Director
How Have Brands Increased Their Annual Sales?
In traditional brick n’ mortar retail, brands hire distributors to place their products across customer touch points such as convenience stores, shopping malls, airports and others. But in the rapidly growing world of online shopping with marketplaces such as MatahariMall, Lazada and JD among others, it is harder to achieve efficient multi-channel online distribution. This is why connecting online distribution channels with brands is quickly becoming one of aCommerce’s most sought after services with clients. L’Oreal Sales Director Geoffrey Bellingham summed up the value proposition for brands: “We outsource services to aCommerce rather than build in house for four main reasons: time, money, capability and trust. It’s also the complexity of doing it ourselves rather than partnering with a specialist.”
“One of the biggest bottleneck for brands is scalability when managing their online assortment and promotions across the multitude of growing ecommerce retailers. Our team is dedicated to solving this problem. In the last few months, our clients are on track to double their digital sales within one year. And our three fastest growing clients are have an average annualized growth rate of 427%, or a 5x annual sales multiple.” – Raphaël Gaillot, aCommerce Director of Merchandising and Distribution
The merchandising and store management team of 10 led by Raphaël manages online sales and store operations through multi-channel management as part of an end-to-end solution that aCommerce offers exclusively in the region. The team has extensive online and offline retail background with experience ranging from Zalora, KPMG, iTrueMart, Big C, Central Department Store and Yves Rocher Online.
Access to several online sales channels such as marketplaces (Lazada, Zalora, Rakuten Tarad), flash sale campaigns (LINE, Ensogo) and brand’s own webstore combined with the team’s experience and skills in merchandising, brand marketing, operations and analytics further drives the growth of aCommerce channel management solutions.
“By taking care of everything involved in selling on multiple major marketplaces such as store operations, inventory and supply chain management, marketing & promotion strategy, and logistics, we enable premier brand owners like L’Oréal or HP to easily navigate the complex online sphere and focus on their core strengths.” – Raphaël Gaillot
Why should brands work with a specialist?
Internet penetration and ecommerce growth in Southeast Asia has more than doubled over the past few years and the trend will only continue. Brands moving into the region will face many challenges when it comes to expanding their market to online channels. Specialists, like aCommerce, can help them achieve deeper sales penetration through their seasoned store management capabilities and overcoming the following challenges:
Challenge #1: Multi-channel integration
Ecommerce is one of the key initiatives for brands in the coming year. Brands are aware that with the increasing trend towards ecommerce, they need to find a way to maximize potential online touchpoints with customers but are unsure where to start. Through a multichannel strategy, aCommerce’s cutting edge tech infrastructure is fully integrated and automated to synchronise sales orders and inventory in real time across channels and provides full visibility from order to delivery.
Challenge #2: Talent and ecommerce expertise
It is difficult for brands to build a new team to manage their ecommerce effort from end to end as it involved a combination of many skills from merchandising to operations, as well as deep knowledge of the local ecommerce market. Individuals with such talent are hard to find and costly to hire and retain. A specialist like aCommerce provides those skills and knowledge and maps out a clear online strategy with the brand. Specialists can also execute from start to end leading to higher online sales.
Challenge #3: Managing online assortment and promotion
In addition to day-to-day management of brand stores, product and content, companies must also define and execute their online assortment and promotion plan. In the price-sensitive ecommerce environment of Southeast Asia, a solid promotion plan executed in collaboration with the sales channel and digital marketing agency often makes the difference between reaching or falling short of the sales target.
aCommerce can leverage their unique ability to assemble virtual bundle sets in their systems to increase basket size and offer value to the end customer while minimizing conflicts with other retail channels.
aCommerce is an ecommerce solutions provider present in Thailand, Indonesia, Philippines and Singapore, bringing global brands online. Having raised one of the largest Series A funding rounds of Southeast Asia, aCommerce is now rapidly expanding as the region’s leading ecommerce service provider. With over 600 staff and operations in Southeast Asia, aCommerce provides robust localized ecommerce solutions for global brands such as L’Oreal, LINE, HP, Kiehl’s as well as retailers and marketplaces such as Lazada, MatahariMall and Groupon.
The company offers end-to-end retail services, which includes ecommerce platform design and development, order fulfillment and warehousing, payment gateways, cross border management, localization strategy, delivery and logistics, customer service call centers, creative production, channel management and performance marketing. aCommerce was founded in May 2013 and is based in Bangkok.