Jenny Chan 陳詠欣
Jul 25, 2017

Isobar formalises commerce practice globally

More than 1,000 existing commerce specialists will be roped into the global Isobar Commerce practice.

Isobar revamped Pandora's country websites for Japan, HK, China, New Zealand and Australia
Isobar revamped Pandora's country websites for Japan, HK, China, New Zealand and Australia

Isobar officially launched its global commerce practice yesterday, following the rebranding of acquired ecommerce company Bluecom as Isobar Commerce in November. 

The practice will "deliver commerce experiences for clients through globally integrated platforms and solutions that are informed by local insight" as well as "bring brand inspiration and commercial interaction closer together", according to the agency.

Eleven centres of excellence have been established in APAC (Bluecom in China, Australia, Singapore, Vietnam, Japan), the Americas (US, Brazil and Canada), and EMEA (eCommera in the UK, Switzerland, Poland and the Nordic region). Existing specialists in ecommerce, mcommerce, retail technology and experience design, more than 1000 of them, will be grouped under Isobar Commerce.

The practice will also cover strategy and consulting, customer experience design, data and technology implementation, and platform management in third-party marketplaces, such as Amazon and Tmall. 

Amazon Singapore for example, scheduled to launch later this year, will provide another ecommerce platform that aggregates both well-known brands and startup merchants in the market, said Isobar Commerce's co-founder and managing director, Florian Legendre. This means a convenient channel for buyers to obtain goods and learn about new products.

Jean Lin, global CEO of Isobar, explained that the "reinvention of the last mile" is a key part of business transformation today, and the commerce practice will help clients win in the digital economy.

"In the digital age, consumers are now able to make more educated decisions about the products they buy," added Legendre. "Naturally, they will tend to gravitate towards brands and platforms that give them ease of access to the information they require, such as product attributes, peer reviews and pricing."

In terms of reinventing the last mile, the biggest opportunity for brands is shortening the checkout process, said Patrick Deloy, Isobar Commerce founder and co-managing director, with “buy now” buttons to save buyers time. Another piece of advice is to facilitate a “partial checkout” whereby buyers can select which products in their shopping cart to check out first, while the rest of the products they have selected remain in the cart.

Lin said the agency has already delivered "transformational commerce work" for clients including Asda, Clarins, Ecco, Lacoste, Nestle, Samsonite and Pandora.

Isobar is a platinum partner with Salesforce Commerce Cloud (Demandware), a global alliance partner with Adobe, a SAP Hybris partner, a Microsoft managed partner, an Oracle business partner, an Apple strategic partner, and the Asia-Pacific Leader for Magento. 

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