Abstract:

In this paper, we explore innovative strategies that leverage behavioural science and e-commerce brand assets, comparing Chinese and western approaches. Our objective is to equip readers with actionable insights drawn from real world FMCG (fast moving consumer goods) case studies to help them optimise their brands? e-commerce journeys, and drive loyalty in this increasingly dynamic digital landscape. We will also navigate between two dominant e-commerce paradigms: western platforms, characterised by functional behaviour where shoppers have specific objectives and brands prioritise salience and immediate conviction; and China?s competitive online model, which transcends traditional platforms with competition stemming from social commerce and specialist apps. From a broader Asian perspective, this poses a challenge for brands to grasp each platform?s unique purpose to foster engagement, frequency and loyalty. Ultimately, our aim is to empower brands to apply the right strategies at the right time by dissecting behavioural science principles and learning from case studies. Whether drawing from western efficiency or Chinese dynamism, we set brands up for success in the evolving e-commerce landscape, by exploring innovative approaches to capture and convince shoppers across diverse models.