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Model leaders throughout Asia-Pacific are getting ready to collect for Campaign360 in Singapore on Might sixteenth and seventeenth to match notes on how they’re providing extra distinctive and seamless model experiences.
In a brand new period the place CMOs should look past advertising and marketing communications to satisfy the excessive expectations of shoppers, methods have gotten more and more holistic in nature.
Forward of the occasion, Marketing campaign spoke with Judson Teo, Foodpanda Singapore’s head of fast commerce advertising and marketing, who can be talking about their efforts in participating Gen Z shoppers in new methods, together with gamification.
Judson Teo
Beneath are excerpts from that dialog, edited for readability and brevity.
Gen Z is a crucial client demographic for Foodpanda and its long-term development plans. They’ll even have very outlined expectations round customer support and model objective. How are you reaching out to Gen Z?
Fast commerce may be very transactional. Individuals simply need ‘out and in’. So then how will we break by means of the transactional barrier and have a relationship with prospects and have them establish with us?
We created Pau-Pau, a cute panda as our model ambassador and use him in a really constant, dependable method, which cuts throughout all client segments.
However an essential factor we find out about Gen Z is that they stand for lots of social causes, be it sustainability or psychological well being consciousness. In Singapore, we observed our Gen Z shoppers care so much about psychological well being points and we noticed worth in shaping our communications in a method that comforts our Gen Z shoppers once they see it.
In the event you take a look at our TikTok and Instagram posts within the final six months, they are not about transactional provides. These are essential too, however we selected to let our social platforms be extra about Pau-Pau referring to you. As an illustration, Pau-Pau tells you that ‘it is okay for those who had a busy day as a result of Foodpanda is right here for you ‘– and we’ve performed round so much with that central spirit. After we take a look at the natural feedback, we see Gen Z folks saying issues like ‘I didn’t know Foodpanda is the therapist I want’ or ‘the buddy I need’ and that tells us we’re speaking in the best method.
Pau-Pau
In previous ecommerce practices, pushing gross sales to customers was tremendous essential. However for us, we’re additionally relating on the model degree that’s connected to psychological well-being, one of many social causes that we all know Gen Z in Singapore most deeply about.
Gamification is one other key software entrepreneurs can use to have interaction Gen Z and others. How are you utilizing gamification and the way does it assist you to relate to your viewers?
There are two methods we do gamification proper now. One is Panda Rewards. You make a transaction and get factors. However we not too long ago launched stamp playing cards however made it engaging in Singapore by introducing prizes we knew would make our shoppers go loopy. So in March, we particularly manufactured gold bars with Pau-Pau on it to develop into a restricted version grand prize for those who make a sure variety of transactions. Since I began in October, we’ve seen our variety of energetic customers of stamp playing cards double and enhance by 100% due to the best way we tie it along with no matter gadgets are sizzling available in the market.
We additionally labored with a gamification firm to cover two totally different sorts of cash: 100 silver cash every value SGD$500 and a gold coin value SGD$50,000. We held a literal treasure hunt all throughout Singapore the place prospects acquired clues on their social accounts. To search out cash sooner and zoom in on their location, you may order extra on our Pandamart grocery service as a result of each single Pandamart order gave you a scratch card, which while you scratch and scan a QR code, unlocks a sport in your cellular app and offers you crystals (digital foreign money is essential in gamification) to change for extra clues.
We’ve additionally hidden promo codes inside Foodpanda and Pandamart so as to add a component of enjoyable and lengthen gameplay. We ran this for a month and over the marketing campaign interval, our new prospects multiplied by about 100%. This is essential to us as a result of we’re at all times considering of recent methods to draw new prospects to return to Pandamart. It’s a constructive case research for us that gamification truly can work if performed appropriately and we’ll proceed to do it down the highway for Pandamart.
How has Foodpanda modified its media combine in recent times and what classes have you ever discovered?
It is rather regular for an ecommerce or tech firm to give attention to efficiency advertising and marketing. As of at present, it’s nonetheless essential to us.
However when Pau-Pau was launched and since he is such a visible component, we shifted our funding a bit to offline out-of-home. It is sensible since Pau-Pau is a very cute and properly designed model identification. Limiting him to a small digital display does not do him justice.
So over the previous few years we have been investing fairly a bit in inventive out-of-home buys and on-the-ground activations. We principally simply take over an area and have Pau-Pau designed as a pop-up or standee and have him seem throughout the place to have folks bodily work together with him. That is fairly essential from a model perspective.
Gastro Beats activation
Pandamart activation
So we’re balanced. Up to now, we had been closely skewed in the direction of efficiency advertising and marketing and proper now it’s an equal steadiness between model advertising and marketing and efficiency advertising and marketing due to the model refresh that we’ve performed.
How tough is it to foster loyalty in fast commerce classes the place everybody simply desires quick, low-cost service? What are you doing to earn it?
Loyalty packages, whether or not subscriptions or stamp playing cards or gamification rewards are a small however essential portion of the larger image.
What’s tremendous essential for us is customer support restoration. If somebody receives an order wrongly, how briskly can we resolve it? Inside Foodpanda, we monitor what we name ‘seamless orders’, which means from the second one orders to the second they obtain: What’s the time taken? Are there any lacking gadgets? The upper the share of seamless orders, the higher the re-order charge naturally.
One other key component is product navigation. While you go on Foodpanda or Pandamart, how nicely are capable of predict what you need to discover primarily based on previous transaction knowledge?
While you mix all of those components collectively, it’s precisely what we’re attempting to unravel. In loyalty, one half is loyalty packages, rewards and gamification and the opposite half is extra about seamless enterprise as typical, however tremendous essential so customers do not feel annoyed however come again many times. So we see loyalty in a holistic method.
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