Y&R announced the launch of its new e-commerce consultancy in Southeast Asia, partnering Jon Sugihara, founder of companies such as loyalty platform Perx and PlayHawaii.
The consultancy aims to target the burgeoning Southeast Asia e-commerce market, which is set to grow from $1.1bn in 2015 to $8.8bn in 2020.
The services offered by the consultancy will depend on the client’s stage of e-commerce development, from early phase sales channel, assets and product pricing strategy to product evaluation, rating monitoring and content strategy.
“Most brands are now seeing that e-commerce is no longer a question of ‘if’ but ‘when’, and find themselves facing different problems at various stages. Many players in Southeast Asia that are still in the early phases of their e-commerce lifecycle will face problems with search and categorization, personalization and growth marketing. Distribution and last-mile delivery can prove difficult, and payment options are still developmental in many markets,” said Sugihara.
“Y&R’s consultancy model is designed to help with strategy at any point within a company’s ecommerce evolution, at whatever stage, whether brands are already online, have online compatible products or are local brands with a strong offline presence,” he added.
“Having started out as an old-school advertising guy, closing that loop between marketing and the path to purchase has always been something of a pipe-dream – being able to prove to clients how our work connects directly to sales. And our Y&R e-commerce consultancy helps close the loop for clients too, helping them embark and succeed on their now inevitable e-commerce journey,” said Matthew Godfrey, president, Y&R Asia.