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Introduction Based on Braze data, there were 13.5% more messages sent to
customers on double-digit days compared to the week prior and
eCommerce in Southeast Asia has seen significant growth in 32.4% compared to the week after. The aggressive campaigns
recent years, driven in part by the increasing penetration of resulted in significantly higher sessions per user on double-digit
mobile devices (326.3 million smartphone users) and internet days. In fact, the average acquisition grew by 78% year on year
access (400 million internet users) in the region. from 2020 to 2021!

By 2025, the eCommerce market in this region is projected to reach

13.5%
US $211 billion, with a compound annual growth rate of 17% from More messages sent to customers on
2022 to 2025.1 double digit days compared to the week prior

32.4%
Due to the rapid digitization of several nations, mobile apps make
More messages compared to the week after
up the majority of Southeast Asia’s eCommerce sales. Customers
in nations with a mobile-first economy are particularly inclined to

78%
make decisions about purchases, shopping more frequently on Average acquisition growth year on year from
2020 to 2021
their mobile devices than desktops for a more tailored experience.
And when annual shopping events like double-digit sales days (9-
9, 11-11, 12-12) occur, interaction on mobile apps also intensifies as
eCommerce platforms record a sales peak. As seen in the previous
year, purchases on double-digit days increased by 22% from 2021 to
2022 and the push notification open rate was 62% higher on sales
days than the week before and after.2

1. Google, Temasek and Bain & Company, 2022

2. Braze data

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 Double-digit sales days are so successful as commercial events
that we’re now seeing one every month! In order to capitalize on
these sales days, companies are directing their budgets toward
these crucial events and creating more marketing campaigns to
drive traffic to their platform.

To ensure you reap a good harvest from your investment in such

a highly competitive market, here are five tips that can have a
positive impact on your marketing campaigns, including ones
associated with double-digit sales days.

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1. Make every interaction count Customers in Indonesia receiving and
noticing advertisements from different
platforms by percentage.
Customer behavior in retail is shifting and is constantly recalibrating. In Indonesia for
instance, customers received and noticed advertisements from YouTube (54%), websites
(47%), TV (41%), and Instagram (40%).3 But despite an influx of advertisements and messages
from various mediums and platforms reaching out to the same customers simultaneously, their
attention span has also reduced. Every moment and touchpoint therefore matters.

Contrary to common belief, a higher volume of messages sent on sales days does not
guarantee a higher return on investment. In fact, Braze data shows lower email open and click
rates on sales days than a week before and after, at 18% (the week before) and 16% (the week
after), respectively.

Brands such as Zalora attest that their customers are already conditioned to these sales days.
By leveraging technology like the Braze platform, these brands can access data insights to
help identify when and how to attract, interest, and retain customers throughout and beyond
the campaign period. Hence, it is paramount to ensure you:

• Integrate all real-time data points

• Design the right number of interactions
• Reach users across the right channels
That’s the key to a meaningful customer journey.

3. YouGov, 2022

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2. Build brand loyalty by
fostering trust with customers
Do you know that the monthly retention for users who join on double-digit sales days is on
average 23% and 30% for 9 and 12-month retention respectively? 4

Customer loyalty is the bedrock of successful businesses. By retaining your current customer
base, you unlock higher returns and drive stronger business outcomes. Build on the short-term
gains from sales days, and have a plan to nurture them from the start. They are already in your
stores, so don’t waste the opportunity to keep them coming back. It is a fine balance between
great personalization and being intrusive, and effective retention means knowing where to toe
the line—making your customers feel valued, but not creeped out.

4. Braze data

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3. Let’s get Phygital
Unite the customer experience across both digital and physical spaces

Fluid experiences are the name of the game: There is no distinction between the physical
and the digital experiences anymore; a customer expects the same brand experience
regardless. To a brand, the same “aha!” moment you want your customer to experience must

59%
transcend all channels. Determine what that experience is, and ensure your tech stack allows
you to deliver it no matter where the customer interacts with you.

Today’s shopper journey is much more complex, especially as customers switch between
their phones and physical stores. According to Braze insights, 59% of customers prefer Of consumers prefer
seamless, cross-channel communication. To drive success (like more revenue), you need to seamless, cross-channel
boost an invaluable experience through: communication
• Supporting a better understanding your customers and their needs
• Integrating these touchpoints
• Using technology (and multiple channels within that technology)

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4. Speak to customers 1:1
According to Braze data, 85% of brands believe that their
experiences resonate with their customers, while only
60% of customers agree with this. Building a connection
Create personalized customer journeys at scale is paramount: Customers are starting to look not just
at the value of sale days, but for brands that deliver
In a crowded digital marketplace, personalized marketing initiatives can drive a significant and connect meaningfully. Better connection equals
result—namely, a 30% increase in revenue and higher acquisition and retention rates.5 It is better engagement, which prevents carts from being
fundamental to leverage the right technology for effective personalization in order to: abandoned, and provides customers with greater value.
• Get permission to listen to the signals of your customers
• Understand the true intentions behind these signals More human communication leads to better business
• Activate them in a timely, relevant manner to drive high-value actions that have a positive results. Relevancy is key—with so many messages flying
impact on your business about, personalization done right allows us to drill down
on multiple aspects of each customer, segment them into
Don’t forget about your anonymous customers either—86% of all eCommerce and dynamic audiences, and provide real value.
retail customers are anonymous, and 80% of anonymous users receive zero marketing
outreach. There’s a treasure trove of data that you can unlock with these users in order to
drive revenue for your business.

5. McKinsey, 2018

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5. Use technology to Start In a world where customers are more
connected than ever before, businesses

Anywhere, Go Everywhere
need to be prepared to go everywhere to
meet them. This means being present on
multiple channels and devices and using
Leading brands understand the need to keep abreast of their customers’ behavior in the data and analytics to understand how
face of heightened year-round competition and ever-changing customer behavior. customers interact with their brand.

Businesses need to be willing to start anywhere and experiment with new ideas and Ultimately, the mindset of “start anywhere,
strategies to help determine their path forward. This could mean new technologies, markets, go everywhere” is about being agile
or new ways of engaging with customers. An additional factor here is adaptability—being and adaptable in the face of constant
adaptable and embracing the right solutions enforced at the right time. This could range from change. By staying open to new ideas
enabling better collaboration across teams, democratizing and even-leveling access to data, and strategies, businesses can position
or getting technology that you can trust—allowing you to focus your energies on being ready. themselves for success in an increasingly
Your technology can no longer just “keep pace;” it has to be ready for whatever tomorrow competitive and dynamic marketplace.
might bring.
A modern tech stack will help you
harness the power of (all) the data you’re
gathering. When all of your systems can
communicate effectively and in real time,
you can avoid the silos and reliance on
batched data, and arm yourself more
effectively for what the future might bring.
5. McKinsey, 2018

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 As a business that serves consumers’ fashion and lifestyle requirements, our
focus as we look to the future, is truly on increasing societal connections. In

Becoming Future Ready

order to please our customers one encounter at a time, we are examining
micro-segmentation, creating micro moments, and putting our attention on
evergreen topics. With so much data at our disposal, it is essential that we
fully comprehend our customers’ demands and personalize our interactions
with them.

Li Zhiliang The permutations and variations in

Head of CRM at ZALORA Group
how people utilize all of these modes
Understanding and communicating with our customers has traditionally
and mediums have expanded.
been a primary focus, but it is now much more prominent as businesses
from various industries are working hard to make their interactions
more personal. In order to maintain our relevance with our consumer base, we see the
necessity of having sales days. The things that customers see and are used
In my opinion, the key is to communicate with customers in a way that is to influencing their sentiment. Because of this, double-digit days are now
continuously relevant, staying true to your brand over all platforms, and firmly established as times when consumers may get excellent bargains
choosing the appropriate communication channels. The permutations and receive exceptional value (especially with the discounts). Due to the fact
and variations in how people utilize all of these modes and mediums have that many businesses now also advertise, the market further supports this
expanded, which has led to an increase of data, making the terrain more mentality. Since it takes a lot of persuasion and education to promote goods
difficult to navigate. on various days, it would be quite challenging to do so in contrast to the
widespread acceptance of double-digit days.

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We have seen excellent results on double-digit days, and I believe it is Second, there has been a significant change in consumer behavior
paramount to leverage these as crucial levers because you can ride the and purchasing patterns, which has compelled many businesses,
organic wave and a lot of customer education has already been done. including our own, to adapt much more quickly than previously.

Very few businesses have the means to make a different day a big deal. Our We are forced to adapt even more swiftly, despite the fact that I would
choice of financial investments is therefore done with extreme caution. We want to state that we are extremely adaptable and do so quickly. As an
make an effort to stick to the days that are more significant for the industry— illustration, the “peak” used to be when people were shopping while
in a more tactical way, such as Fashion Weeks or Fashion Festivals. traveling to and from work. Now that it is far less likely, individuals are
shopping during the day because they have the flexibility to do so.
Our current market has undergone a significant transformation, both in terms
of customer and employee (team) behavior. There are two factors that are The team needs to embrace flexibility and adaptation to handle all
crucial: The health of your own people’s minds comes first. Despite the fact these ebbs and flows. The fact that we are exerting so much effort and
that we are connecting more now, there is a lot more isolation and far less not seeing the desired results might become discouraging. Therefore,
help. Practice transparency and vulnerability in your team right away since it is crucial to look out for our people so that the strains of these
talking about mental health is not a sign of weakness. This will help you and changing times can be better managed.
your workforce navigate the market’s issues successfully.

It is crucial to look out for our people

so that the strains of these changing
times can be better managed.

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