Understanding Singapore’s Online Retail Industry: A Social Media Marketing Plan for Lowry's Farm

Social Media Marketing in Singapore’s Online Retail Industry

Prepared for:
Yoichi Endo
Chief Executive Officer
Adastria Holdings Co. Ltd.

Prepared by:
Yeung Su Hui Annabelle
Head of Marketing
Adastria Holdings Co. Ltd

06 March 2015

Executive Summary
In the midst of intense competition faced by the online retail industry and challenging operational factors, Lowrys Farm has decided to shut down its brick-and-mortar stores and shift its operations to an online store. However, to build an online presence, in-depth market research is required to understand social media marketing trends in Singapore.
Therefore, this report seeks to identify these trends and look into how online retailers are utilizing each platform to maximise their sales and brand outreach.
Based on the Lowrys Database, it highlighted three key findings, (1) the patterns of social media usage amongst online retailers, (2) benefits of social media marketing and (3) future plans amongst online retailers. The results concludes that Facebook, Instagram and Blogs are the most popular social media platforms amongst retailers due to their wide outreach, ease of accessibility and ability to drive web traffic inflow.
Therefore, it is recommended that Lowrys Online adopts the Facebook, Instagram and Blog as part of their social media marketing strategy, as well as having a dedicated social media management team to address customer concerns. These recommendations will allow better management of these platforms and is aimed at building an online presence and reviving consumer confidence.
(199 words)

Table of Contents
1.

INTRODUCTION

1

2.

FINDINGS AND DISCUSSION

2

2.1.
2.2.
2.3.
3.
3.1.
3.2.
4.

PATTERNS OF SOCIAL MEDIA USAGE AMONGST ONLINE RETAILERS IN SINGAPORE
BENEFITS OF SOCIAL MEDIA MARKETING
FUTURE PLANS FOR SOCIAL MEDIA MARKETING
RECOMMENDATIONS
USE FACEBOOK AND INSTAGRAM TO ROLL OUT MARKETING CAMPAIGNS ON THEIR WEBSITE
DEDICATED SOCIAL MEDIA MANAGEMENT TEAM
CONCLUSION

2
3
4
5
5
5
6

REFERENCES

References: 1. CY. (20 November, 2014). Singaporeans are Southeast Asia 's top online shoppers: Survey. February, 2015 4. Nair, S., & Kamboj, D. (2014). Social Media in the Retail Industry. Infosys Lab Briefings , 12 (1). 6. Kabani, S. (21 March, 2013). Ten tactical ways to market your apparel brand using social media. Retrieved 24 February, 2015 from Apparel: http://apparel.edgl.com/news/ten-tactical-ways-tomarket-your-apparel-brand-using-social-media85428 7 February, 2015 9. UNAIDS. (July, 2010). Social Media and the Global AIDS Movement. UNAIDS Outlook Report , pp.