Retail Asia 2018 RA September.October 2018 (Online) | Page 44

E-COMMERCE
Ride-to-Store: Driving customers
in with technology
With technology transforming the retail sector,
traditional out-of-home (OOH) advertising is moving
towards the digital out-of-home medium using
screens and tablets. Mark Forsyth, CEO at media
technology company IDOOH, explains how these
screens are not only versatile as a digital touchpoint,
but also scalable and targeted for a specific
demographic based on its location.
W
hile OOH advertising
is commonly seen at lift
lobbies, in-store displays
or large, digital billboards,
what is less known is digital OOH’s
‘ride-to-store’ strategies which target
consumers who ride in taxis or ride-
sharing vehicles. Such in-vehicle screens
provide a more dynamic and interactive
engagement previously not possible in
traditional OOH channels and allow
retailers to target consumers based
on their profile, location, time of day
and other factors. With an addressable
market of 278 million people in South-
east Asia, this digital platform provides
retailers with an opportunity to offer
a mass customised brand experience
and drive customers to retail using this
unique media environment.
Unlike the mass advertising
nature of OOH advertising, in-vehicle
engagement is intimate — a one-on-
one relationship for a minimum of 20
IDOOH is currently piloting a demonstration
by fully integrating in-vehicle screens into
the full m-commerce experience with an
online florist.
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Retail Asia September/October 2018
minutes in a captive environment. In
congestion-heavy cities such as Jakarta,
Bangkok or Manila, the duration is even
longer.
So, what is the future of in-vehicle
brand engagement?
E-commerce and mobile
payment integration
The battle over the second screen is
influencing the way millennials and other
generations use their mobile devices
to consume media, work and shop.
As in-vehicle tablets and screens are
beginning to scale en-masse in South-east
Asia, e-commerce players are in unique
position to take advantage of this digital
platform to provide consumers with a
seamless, multi-platform digital shopping
experience from tablet-to-mobile,
connecting one platform to another.
Our experience working with
e-commerce players such as Lazada, Food
Panda and Deliveroo has predominantly
been to grow their consumer base to
support their market entry and growth
in the region. Recently in August, Lazada
Philippines ran a campaign to showcase
its newest TVC and latest weekly
deals for lead-generation and reward
drivers through an interactive gift box
offering a surprise discount voucher. The
campaign resulted in more than 380,000
impressions and an engagement rate of
1.28%.
The next phase is to fully integrate in-
vehicle screens into the full m-commerce
experience — from product consideration
and selection, payment via QR code and
mobile payment, to electronic receipt and
delivery confirmation. We are currently
piloting a demonstration of this with an
online florist.
Technology to target
consumers
As they say, timing is everything. In a
captive environment, content seen at
According to retail solutions
provider RetailPerceptions, 61%
of shoppers would prefer to shop
at stores that offer AR and 40%
of them would be willing to pay
more for a product to experience it
through AR.