“There is so much untapped potential in space”


As the world continues to face the challenges of the pandemic, businesses are now taking a digital approach. According to the annual SYNC Southeast Asia report from Facebook and global consulting firm Bain & Company, Southeast Asia’s digital commerce share increased 85% year-over-year this year. Nicole Miller (pictured), ecommerce marketing manager at Del Monte Philippines, said INTERACTIVE-MARKETING that she has seen “so much untapped potential” in the e-commerce space. “There is still so much room to grow and improve, especially since most Filipino shoppers are still used to shopping at brick and mortar stores,” said Miller, who is also a panelist. on INTERACTIVE-MARKETINGthe next Digital Marketing Asia conference to be held from November 9 to 25.

As e-commerce has spiked due to pandemic-induced quarantines, Miller said the industry is “barely scratching the surface” for the amount of food and drink purchased online. As businesses are forced to adapt and go online, Miller is energized by his responsibility to bring Del Monte’s products into the e-commerce space. She joined the company last November and says Del Monte still has a lot of work to do to market their official flagship stores to Shopee and Lazada. The reason is that other FMCG companies have a longer e-commerce presence than Del Monte and, therefore, a head start in the e-commerce space.

Some of the e-commerce opportunities that excite him include building direct-to-consumer channels and developing robust omnichannel capabilities. Miller added that brands can also interact with and potentially monetize relevant online social communities. While all of this is easier said than done, Miller said ecommerce is definitely here to stay and “continues to get more and more dynamic.” “It will certainly never be boring,” she added.

While she appreciates the exciting nature of the e-commerce industry, Miller said her entry into this space was “a happy accident.” Prior to Del Monte, Miller had the opportunity to lead and manage marketing campaigns with Shoppe Philippines. She was with the company for a year, and Shopee’s scale and speed gave her a crash course in the inner workings of an e-commerce giant. “Shopee has also placed me in roles to make a positive change in the online shopping experiences of customers and brands,” Miller said.

While at Shopee, she led marketing planning, execution and analysis for key programs such as ShopeePay; special free shipping, an income-generating sales program; and the Welcome Series, a new user acquisition initiative. She also led a team responsible for planning and analyzing campaigns for brands to drive growth through strategic marketing solutions. “This ultimately became a stepping stone for my current role where I was leading e-commerce marketing for Del Monte Philippines,” she added. Miller also worked as a Senior Strategic Planner at Ace Saatchi & Saatchi and Marketing Director of Charlie’s Hangar Surf Hostel.

When asked about approaches to ecommerce, Miller said it kept it simple because it is a hybrid of both a sales channel and a branding platform. “Maximize it as such to create seamless consumer experiences with your brand that have a direct and instant connection to generating sales,” she added.

Join our Asia Digital Marketing Conference which will run from November 9, 2021 to November 25, 2021 to learn more about upcoming trends and technologies in the digital world. View the agenda here.

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