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5 Key Takeaways From The Retail Social Media Masterclass – Inside Retail

5 Key Takeaways From The Retail Social Media Masterclass – Inside Retail

Photo Credits: Jon She


Welcome to Inside Retail’s Retail Social Media Masterclass.



– Social media’s reach and impact today

– “Customer First” – A new report from KPMG’s highlights the impact of social media strategies on customer satisfaction and engagement

– New trends and players in the social media market

– Expert advice from a seasoned social media campaign director, including examples from international brands executed in Greater China

– Using video in social media platforms for more traffic and conversions

– The Zero-Friction Future in the Retail Industry


Masterclass Speakers:

– Isabel Zisselberger, Head of Financial Management and Customer & Operations at KPMG

– Nathania Christy, Head of Trendwatching Global Insights Network

– Rita Simonetta, Vice President Retail Marketing at Sands China

– Katheryn Lui, Strategic Planning Director and head of Social Media, Isobar

– Arthur Yuen, Business Director, Branding, Greater China, Facebook

– Marina Bay, Founder and CEO of BeFast.TV



– DiegoDultzin Lacoste, Founder of OnTheList

– Nathania Christy, Head of Trendwatching Global Insights Network

– Rita Simonetta, Vice President Retail Marketing at Sands China

– Arthur Yuen, Business Director, Branding, Greater China, Facebook



Best Quotes

Among meaningful discussions and workshops, the speakers shared their thoughts on social media changes and impact:





Key Takeaways

The Retail Social Media Masterclass at KPMG offered various insights on how brands can leverage the social media waves and properly attract as well as engage meaningfully with their customers.


#1 Highly accustomed to mobile-powered, on-the-go shopping, Asian consumers will expect to summon retail experiences as they would a genie from a lamp.

For example, take WeChat mini-programs, where users get access to app-like functions without having to download apps. According to ALD, there are 1 million mini-programs after 1.5 years of development, vs 500,000 published on the Apple App Store between 2008-2012. Another example is Starbucks’s voice ordering system via Samsung’s Bixby as well as Alibaba’s AR mirror that allows consumers to buy beauty products at restrooms.


#2 Smart retail brands create experiences that cater to the share-every-moment consumers (Status Sandcastles).

In line with CNBC’s data, China’s influencer economy is estimated to be equivalent to $17.16 billion in 2018, double its size in 2016. Furthermore, Tencent claims that 54% of college-age respondents in China chose “online celebrity” as their first career choice. Consider Tod’s & Mr Bags fashion brand. It is an Italian luxury label unveils blogger-created product for WeChat store. The brand raised RMB 3.24 MILLION IN 6 MINS.


#3 The rise of gaming in Asia offers a playful new tactic for retailers. Brands are leveraging it to present their offerings contextually and capture precious attention.

(Niko Partners, May 2018) The number of mobile gamers in China is set to increase from 598 million in 2018 to 720 million in 2021. Global brands, such as McDonald’s embed ads into viral Chinese mobile game on WeChat Mini Program. (SCMP, January 2018) Tiao Yi Tiao reached 100 million daily active users by mid-January 2018, 2 weeks after launch. Even Chanel as a Luxury brand launched pop-up arcades. The same trend is spotted with ice cream brands like Blippar & Magnum that launched an AR ice-cream creator.


#4 Consumers expect brands to put new sources of data to work to offer personalization that proves they know their customers best.

In the retail universe of 2018, data is gravity. STARTTODAY AND STRETCHSENSE created a sensor-laden suit ensures the perfect fit for clothes purchased online based on data. Singapore Tourism Board developed travel guides created by analyzing brain waves. GUESS created AI-powered pop-up store that recognizes individual customers and offers a tailored experience.


#5 m-commerce meets live-streaming, pointing towards a future direction of travel for Asians retail experience.

(Deloitte, 2018) There are 456 million users on live-streaming platforms in China. Livestreaming revenue is expected to reach USD 4.4 billion in 2018 – that’s up 32% from 2017. (Alibaba, March 2018) The number of livestreaming sales transactions increased by 755% in 2017. Pearl Bro launched a mussel opening streamed live to display pearls. Tao Bao Live shop owners create live-streamed content for consumers to shop off of. Make-up brands, such as L’OREAL, stream Cannes Film Festival red carpet looks on WeChat Mini-Programs.



About Inside Retail
InsideRetail is Hong Kong’s leading authority on retail industry news and trends. Throughout the day they publish retail news, intelligence, and analysis, facilitating and informing the retail industry in Hong Kong and beyond.


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