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P&G marketer Dominique Touchaud’s take on the evolution of e-commerce

We know the importance of e-commerce is well understood in the region. With the holiday season around the corner, it comes as no surprise that more marketers are investing time and effort in getting their strategies aligned with consumers’ online shopping and purchase needs.

With this in mind, Marketing magazine is proud to present the inaugural edition of the Asia eCommerce Awards on 29 November 2018. Reflecting the tremendous growth of the e-commerce business, the awards honour the very best of e-tailers, innovations and campaigns the e-commerce industry has to offer in Southeast Asia. The awards will be judged by an esteemed panel of senior client marketing and e-commerce industry leaders from influential brands.

In a conversation with Marketing, Dominique Touchaud (pictured), associate brand director at Procter & Gamble and an esteemed judge at the awards, shares his view of the industry.

Marketing: What is your perspective of the e-commerce industry now?

Touchaud: The e-commerce industry is constantly moving and is a hyperactive sector right now. The key change I have witnessed is of course integration with AI, and that e-commerce platforms have moved very fast from being “sales channels”, to being “experience channels” where people tend to spend more time and seek more content. In some cases, search for products started on the e-commerce platforms. At the same time, it is complementary with traditional retail.

Marketing: What comes to mind when you think of e-commerce excellence?

Touchaud: So many things come to mind such as highly exposed companies with Amazon and Alibaba leading the charge, excellence in the efficiency of the supply chain, the speed and safety of deliveries and the breadth of products and services on offer that keep increasing.

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

Touchaud: First and foremost, how the solutions submitted need to answer a real consumer need. A close second would be, what the experience is and the impact on the end user. And finally, how well have the ideas have been executed.

Marketing: Why do you think recognising e-commerce players is important to the industry?

Touchaud: Today, e-commerce has already gotten a seat at the marketing table. It is now vital that the marketing industry learns, how to best use the e-commerce platforms to build brands. I am also a believer in getting exposed to the best work to raise the bar. It is up to us to set the  standards that we expect the industry to reach.

The e-commerce awards are now open for submissions until 19 October. To get started, download the entry guidelines. For more information regarding the awards and tips on how to put together a winning entry, please contact:

Danny R, Project Manager
M: +65 9858 1007       T: +65 6423 0329

Emilia Nathasha, Project Manager
M: +65 8782 1974       T: +65 6423 0329