eCommerce Awards judge Xante Koh from Yum! Brands on innovation and creativity

Acquiring over 15 years of hands-on experience in brand building and leveraging digital channels to drive brand love is Xante Koh, Yum! Brands' (KFC Asia) digital marketing director.

Her experience includes F&B, financial products (savings, loans and insurance), mobile payments, lifestyle websites, regional marketing for a global eCommerce brand and women's magazines. She previously worked with Singtel as marketing director for mobile commerce, and also as a senior marketing manager under Singtel's digital brands - inSing.com and Hungrygowhere. Koh was involved in driving awareness and user engagement for these lifestyle websites.

With knowledge spanning across diverse market segments and having an eye for generating creative ideas, Koh believes in leveraging the power of web and technology to drive marketing initiatives and results. Joining this year’s Asia eCommerce Awards as a judge, Koh shares her view on the eCommerce industry and where it is headed towards.

Marketing: What is your perspective of the eCommerce industry?

It’s definitely a high growth industry across Asia but there is still lots of untapped potential. With the exception of China, online retail sales still accounts for 10% or less of the total retail sales in the market.

Marketing: How have you witnessed the eCommerce industry evolve over the past few years?

The entry of online retailers such as Lazada, Qoo 100, aggregators plus rapid evolution of the mobile payments, logistics landscape has helped to drive consumer confidence in shopping online.

Marketing: What comes to mind when you think of eCommerce excellence?

Consumer centric, innovative features or distinctive service offering that solves the consumer pain-points, as well as great use of data to drive performance.

Marketing: What qualities will you be looking out for in the entries for Marketing’s eCommerce awards?

Innovation, creativity of the platforms and/or campaigns and the overall results.

Marketing: Where do you think eCommerce will be in five years?

I hope eCommerce would be a very vibrant industry where the consumers can have easy access to wide range of products not just from the big brand retailers but independent small start-up retailers across Asia such as Southeast Asia markets. It should be incredibly easy for consumers to order or access products that’s relevant to them.

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Last year, RedMart triumphed at Marketing magazine’s first-ever regional Asia eCommerce Awards, taking home the title of eCommerce Brand of the Year while IDOTYOU took home the top agency title of eCommerce Agency of the Year. RedMart bagged the awards for Best eCommerce Merchant – Consumer Goods, Best eCommerce Customer Service, Best Design, Best Platform Experience, Best AdWords eCommerce Campaign and Best Mobile eCommerce Campaign. Meanwhile, IDOTYOU brought home two trophies throughout the night for its collaboration with McDonald’s Malaysia on the latter’s app, and for the re-launch of McDelivery.