APAC retailers are missing the mark thanks to ineffective digital practices

Low Lai Chow

Research by Dotdigital shows that ineffective digital practices are a key barrier to APAC retailers taking concrete steps towards effective omnichannel marketing.

Ineffective digital practices are keeping APAC retailers from tapping the opportunities that omnichannel offers for driving sales and brand awareness.

Basic segmentation based on information such as the customer’s gender, location and birthday, is not being done by 60% of APAC retailers, according to recent research by martech company Dotdigital.

“A lot of people are just batching and blasting and ignoring the customer. It’s just mind-boggling to think of it,” said Dotdigital’s APAC regional director Rohan Lock at the E-commerce Expo Asia conference in Singapore, where he spoke on how omnichannel engagement can help retail brands to ace their holiday...

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