Challenge

Philips Domestic Appliances (DA)'s ambition was to be a digital-first marketer and boost eCommerce sales across business units in ASEAN for 2021. The aim is to become the No.1 domestic appliances brand across multiple categories and countries in APAC. 

Philips DA eCommerce presence has been dictated by the highly competitive and fragmented marketplace landscape. 

In Southeast Asia, the number of mega sales events have increased beyond the traditional events from CNY, BF/CM, Mid-Year Sales; to the monthly double-digit sale events dubbed as 9.9 (9th Sept), 10.10, 11.11 and 12.12. For Philips DA, these mega sales events are key levers to draw high quality consumers and maximize conversions (sales). 

Challenge: How do we unlock Philips DA full potential in eCommerce? 
The challenge starts with the ever-changing landscape of the concept of sales dictated by the different marketplaces and the acceleration of the audience onto multiple eCommerce platforms. This poses two challenges:

1. How best to allocate budgets according to the sales events to maximise conversions and drive growth. 

2. How do we effectively cut through the noise to engage and convert our consumers.

Strategy & Execution

Strategy: Center on Investments and Audience 

Investing for impact, not just for presence - From tactical and fragmented planning that is typical for sales-led campaigns, we recalibrated our structure where demand generation and sales enablement campaigns work together. 

Each sales event is evaluated, categorised and prioritised (based on target GMV and Quality Traffic). Budgets were planned bottom-up, according to sales targets. Mega-sale events such as 9.9, 11.11 and 12.12 were highly prioritised. 

Mapping the consumer decision journey of our core audience - Past data shows our target audience engages primarily on mobile, thus, understanding the consumer journey is critical to the monetisation of the mobile channel. 

Designed-for-mobile assets were used on Meta, Google and Criteo channels that seamlessly connects our consumers to Shopee and Lazada enabled us to build a mobile-centric, holistic, and enriching consumer experience, from product discovery to convenient checkouts on the eCommerce platform.

Personalised Approach - We broke down the consumer journey into four critical phases before and during the main sales date. Each journey had distinctively different media and creatives strategies to have a more defined direction on personalisation.  

We were strategic in our messaging as the focus was to rise above the clutter but not overwhelm our potential customer.  

Depending on where the customer was on the funnel and how ready they were to purchase, their experience with our ads would differ; thus, leaning into personalization. 

Mobile First Approach - The strategic framework applied influenced the consumer journey by building desire, getting consumers to explore the product, and finally closing the loop with the sale during these intense mega-day sale events whilst keeping the entire journey on the audience’s mobile device – creating a seamless experience.  

Overall, by understanding and identifying Philips DA audience behaviour trend in the marketplace it has allowed Philips DA to achieve.

Performance

Higher sale target achieved for total Philips DA 

-9.9: 124% (Shopee) | 164% (Lazada) 

-11.11: 155% (Shopee) | 212% (Lazada) 

-12.12: 122% (Shopee) | 156% (Lazada) 

Recognised by Shopee and Lazada as the Top-Selling Brand:

- Achieved #1 in Lazada, beating Dyson both in total Southeast Asia as well as in 3 countries, ID, TH and VN.  

- Achieved #1 in Shopee for both small kitchen appliances and Home & Living (Garment care) category in the region 

- Entered Top 5 brand in large home appliances for the first time behind strong air sales.

Awards

• Gold for Excellence in eCommerce Marketing at Marketing Interactive’s Marketing Excellence Awards 2022
• Silver for Excellence in Personalisation Marketing at Marketing Interactive’s Marketing Excellence Awards 2022