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Tomas Puig  

CMO Emarsys United States

Puig revealed while 80% of marketing budgets are spent on getting first-time shoppers, only 2% of visitors actually buy and just 30% of first-time buyers will purchase again.

“There are too many corporate posts on social networks,” and inevitably “brand reach is plummeting online,” he noted.

To tackle this issue, he said it was essential to build unified customer profiles to “re-active” them through digital automation, and then reach them by different channels such as emails, social media ads and even SMS.

While 1.5% is not a huge magical number, for Chow Tai Fook Jewellery, 1.5% or HK$660 million represents the total e-commerce sales in China during the 2015 fiscal year.

Quentin Wong, the senior manager of the Mainland China management centre and group e-business at Chow Tai Fook Jewellery, shared the fascinating revenue figure in the seminar and gave credit to multichannel retailing strategies – partnering with 39 e-tail platforms worldwide, including Chinese e-commerce giant Taobao and Tmall.


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