Cloud storage and computing provides scalable architecture that a business needs. It also enables ecommerce platforms to cater to changing demand and market scenarios. “The path ahead is unknown. For retailers, this means that their first point of order is to manage their operations. Given potential obstacles in the management of their supply chain and logistics, it is important that they leverage on the cloud to streamline operations and ensure minimal disruptions at the store-front,” notes Fitri.
The largest ecommerce fashion company in Southeast Asia, Zalora, demonstrates how an ecommerce platform can enhance its platform with the right technology to cater to a sudden shift in demand. During the pandemic, Zalora responded in real-time to each customer interaction. This enabled the company to extract the necessary data to provide the customer with a great experience. “Zalora used Oracle Customer Experience (CX) Cloud Suite, an integrated portfolio of digital marketing solutions, to orchestrate personalised conversations. With this, their personnel could speak to customers in a relevant and tailored manner. The flexibility and adaptability of Oracle’s technology enabled Zalora to respond to customers quickly and drive continuous growth during a challenging and uncertain period,” says Fitri.
Besides personalised connections with customers, businesses must also pay attention to how customers are responding to changes that have been made. Insights can be drawn from the customer’s purchase history, preferred communication channel, shopping behaviour and social media activities. “All of these are data points stored in the cloud that retailers can tap into to stay connected,” he adds.