Brands need to embrace the omni-channel trend

In the process of this change, bricks-and-mortar stores faced stiff competition from these online and mobile players. To survive the ordeal, many of these physical stores crossed over to the digitalverse by expanding their presence to online.
However, as time passes, modern consumers are adapting along with the omni-channel trend, with physical and e-stores playing parts in shopping behaviour.
This omni-channel retailing is becoming such an important movement that new players are entering the digital commerce space, including Facebook, which foresaw this rapid change in purchasing behaviour.
I’ll tell you what omni-channel retailing is and how it affects Thai shoppers now that Facebook is entering the e-commerce realm.
E-commerce has been around in Thailand for quite some time and has hit an all-time high.
It is looking prosperous to the point that the Ministry of Commerce has forecast that the total value of the segment in Thailand will reach Bt1 trillion by next year. The main contributing factors for this forecast are the soaring penetration of smart devices and the entry of new e-commerce players domestically and internationally.
However, e-commerce is still evolving at the global level because of the aforementioned omni-channel trend. Omni-channel retailing is all about the necessity of merging e-stores and physical stores together, creating one seamless shopping experience.
For example, often the omni-shopping journey involves someone browsing at a store to touch and feel the product before buying it online, or they read reviews online then buy from the physical store.
Simply put, the omni-channel trend boils down to consumers being allowed to purchase at a whim as long as its comfortable for them.
The question now is: What does Facebook see in this trend and why will that affect Thailand?
Facebook has set its vision to move from the brand community and promotional pages to online commerce. It sees itself as a vital part of the omni-channel scene.
As mentioned, this trend reflects the fact that consumers are now relying on online reviews and information about products and services prior to the purchase. Elements such as product information and peer reviews can easily be found on users’ own social timelines and the branded pages they follow.
Facebook is looking to create a through-the-line tactic and cut right down the middle of the omni-channel scene, as it wants to own the process and keep everything within the Facebook loop. Imagine the simple scenario of Facebook acting as a showroom for products and services, offering reviews and inviting consumers to buy then and there.
Now, why would the omni-channel trend and Facebook’s upcoming social commerce movements have an effect on Thai shoppers?
IPG Mediabrands Wave Study data show that Thais are moving in an omni-channel direction. Almost 80 per cent believe that the social-media network is an integral part of life. This is a wonderful indicator of how modern Thais are very dependent on social media. Almost 65 per cent offer opinions to friends and peers about the products and services they have bought, with 67 per cent believing that they are easily influenced by opinions shared online.
The data show how social media have became such a vital step in helping Thais decide what to buy. Since Facebook is the biggest social-media network for Thai netizens, it is safe to say that they will move in the same direction as the social-media giant.
Brands operating in Thailand should try to utilise this omni-channel trend. They need to have an online and offline presence so as to make sure consumers can experience the product, review it, and purchase it through any channel at any time. They should utilise Facebook commerce, as it will be where large numbers of shoppers will be located.
Consumers are now living the omni-channel life with their wallets ready – marketers should be ready to reach them.

Maas Virajoti is the group head of strategy and innovation at IPG Mediabrands Thailand.