Facebook Malaysia hosts Retail Day, an industry event for 150 local retailer clients and partners, aimed at sharing industry mobile-first strategies that will help them unlock growth opportunities to reach the 22 million Malaysians already on Facebook. Attendees at the event gained insights into tapping into the power of Facebook tools and solutions strategies to drive business growth and to create effective online campaigns. The event also featured industry best practices from Senheng Malaysia and StoreHub Malaysia, in addition to workshops and insights shared by the Facebook team.
M-commerce sales in Asia-Pacific totalled $1.027 trillion in 2017, a 41.9% increase over 2016, accounting for 76.1% of retail ecommerce sales. As for Malaysia, the retail sector’s total sales was projected to grow by 4.7 or RM104.4 billion this year, with eCommerce penetration at 5% compared to 2017. With online and digital marketing now an essential component in today’s digital world, retailers are expected to keep up with market changes, consumer expectations and the need to build for mobile. Retail Day is just one of the initiatives by Facebook Malaysia to educate retailers and businesses in the country on the challenges and solutions in implementing digital strategies to embrace a mobile future.
Nicole Tan, Country Director of Facebook Malaysia says, “With more than 22 million people in Malaysia on Facebook each month on mobile, retailers here should be moving fast to tap into the power of mobile to unlock growth and drive their businesses. We’re seeing momentum with retailers using Facebook to better connect with consumers – and our team is committed to helping them achieve real business results on mobile by providing industry insights through workshops, training and events like Retail Day.”
One of the case study and success story that was presented during this event was a campaign by Senheng Malaysia, the number one consumer electronics chain in Malaysia with over 100 stores nationwide. According to Eddy Yap, Head of E-Commerce, Senheng Malaysia, “Facebook’s proximity marketing is a very powerful tool for retailers. While digital ad spend is often associated with trackable online performance, this campaign proved to us that online advertising has a direct impact on offline sales. Senheng will continue to combine online and offline to improve its conversion optimisation.”
As part of its digital strategy to increase both online and offline sales, Senheng hosted its first flash sale, offering consumers large discounts on products. To execute this, Senheng Malaysia ran a digital campaign using Facebook link ads during the flash sale period to generate awareness and drive offline sales and its location-based marketing to attract people living within a 15-kilometre radius of one of its stores across Malaysia, increasing awareness and sales. This resulted in 60 times return on ad spend, 36% increase in reach, 6 times increase in orders and 5 times increase in revenue from the previous month.
Also speaking at the event was Fong Wai Hong, Founder of StoreHub Malaysia. He says, “As a start-up with a very niche target audience, it’s imperative that StoreHub’s online lead generation is on point and efficient. Facebook’s precise targeting was incredibly helpful in getting our product in front of the right people, but it was the powerful combination of Canvas and lead ads that truly increased our conversion rate.”
The Malaysian start-up technology company’s lead generation campaign used Facebook lead ads with Canvas to increase its lead generation campaign efficiency and improve its approach in Malaysia, using Facebook lead ads in combination with a customised, vertical Canvas. The campaign resulted in an increase in its sales conversion rate by 3.3X, 53% lower cost per lead and 74% more efficient in driving leads. StoreHub specialises in iPad point-of-sale, inventory and customer relationship management (CRM) systems that increase the efficiency of transactions for retailers and food and beverage outlets.