Name: Nguyễn Quan Minh Phú

Class: K55CLC4
Studen ID: 1601015361

Report of Urbancity Ecommerce Enabler Services &

Facebook Algorithm

Introduction:
E-commerce is becoming a very potential industry in Vietnam, with the market
penetration of such platforms like: Shopee, Lazada, Tiki, etc. However, college
students nowadays still have little knowledge and access to e-commerce information
as well as how it operates in the market. As a student from Foreign Trade University,
I feel very fortunate to have a chance to study E-commerce under Mrs. Minh Ha’s
lectures. Moreover, thanks to her effort to provide us a special lecture with Mr. Van
Bang, we can have a deeper insight of what people actually do in this industry. In the
following report, I will summarize what I have learned from Mr. Van Bang lectures.

Main content:
I. E-commerce:
In the recent days, E-commerce marketplaces open up vast consumers access for
vendors (brands, distributors, retailers, etc.) However, most vendors come from a
pure offline background and struggle to succeed on platforms where they need to
manage the online parameters themselves. More ofter than not, new vendors fail
and generate $0 NMV online. So, many companies were established to provide e-
commerce solutions.
The services that Urbancity provide for customers including Strategy &
Consulting, Digital Marketing, Customer Care Program, Warehouse & Fulfillment,
Conversion Optimization and Marketplace Management.
1. Comercial Strategy & Consulting:
Urban city provide powerful industry insights and knowledge. Assisting customers
to figure out their current brand position and further beneficial opportunities online
is their primary goal.
Urbancity resonate with the customers’s current business state and find a solution
to intergrate with the top line digital presence. Using lastest market research tools
and knowledge, the data that provided to the customers is guaranteed to be up-to-
date. Urbancity also plan step by step of how to do optimal marketing and get real
result, hence developing the online strategy that unique to the customers’s needs.
Setting the initial goals at the start is also very crucial so Urbancity will suggest
the numbers that in line with your business needs and situations.
During the plan, the company will help the customers to creat content that is
specifically designed to be consistent with your brand’s intergrity on every digital
channel. The company also help to do the business analytic and product sourcing
by reviewing client’s sales volumes and provide consultation for sourcing to
ensure ATP.
2. Digital marketing service:
The company build and execute the complete digital plan based on the insights
they figure out, to further target potential audiences through omni-channels.
Through paid, earned, and owned media to maximum brand awareness and
profitability.
In the marketplace, Urbancity list the optimization, the visuals and keywords that
used in description or the reviews. They also build website and execute intergrated
Website for businesses to reach new heights in this boundless World Wide Web.
Building Search Engine Optimization is also a key because in digital world, search
engine is the primary tool to find everything. This is also one of the responsibilities
that Urbancity is guaranteed to help their customers. Urbancity can target audience
that connect to the customers’s by digital advertising. Unlike others, Urbancity do
it in a professional and unique way: a complete and sound structure, a list of
keywords to meet your goal, and creative way to attract customers.
Reach, connect , engage customers in social media is a must in Digital Marketing
world. To do this, the company will create, manage, and optimize proper content
on social media to make your brand customer’s top of mind, ensure their
engagement, and further loyalty improvement. Also, Urbancity will help to
connect the customers with influencers, KOLs whose image fits your brand image
that can improve the brand preference and further bring more sales.
3. Customer care program:
Urbancity communicate to and engage with customers through their enhanced
CRM services with wide range of various options from text to voice. Our
perceptive insight also will improve the understanding toward the customers and
then come up the strategy and plan to enhance the customer loyalty.
There are many ways to understand your customers. The company can reach
customers to get data and insights by Call survey, Data verification, Billing
Information or etc. Omni-channel customer service is also included since this
company can connect with the customers with in the most convinient way.
Urbancity have the Telesales team which can help the customers to initiate CRM
activation through their Digital experts, Partnership, and event to generate database
and convert them into sales.
After collecting data, this company will provide consistent report on how clients’s
customers interact with the company and their opinions. Monthly report with deep
analysis and help their customers’s business be in the right track your their
customer behaviour.

4. Warehouse and fulfillment:

Urbancity provide many kind of services to store and reserve your goods in the
best conditions. High quality product must be treated with the best quality hands
on service. Each product will be classified as per type, color, and quantity to
ensure effectiveness in managing the stock and quality control. With the
warehouse management system to manage the supply chain process from inbound
to outbound, the company can ensure the quality service of delivery and bring
hapiness right to customer door. The company maximize their customers’s
inventory reach, save cost and time with their In-store fulfillment capabilities.
They also make sure their ordereds goods in the perfect condition with goods
packing services. 3PL system connection can help to ensure the product delivery
arrive to the customer.
To control the whole process, real-time system reporting can monitor the stock and
inventory. The live and accurate data will help customers to make the right
business decision.
5. Conversion Optimization:
With data drivent analysis, Urbancity get the insights and make further
improvement. Plus, it can help customers to make their decisions and optimize the
operations.
SEO Maintenace will always be developed to stay on the top of search engine
game.
6. Marketplace Management:
Urbancity work with many clients to optimize their e-commerce sales performance
including using theirn own official e-retail site and also theri key channel partners
like Lazada, Shopee or Tiki.
To do this, the company will support their customers to create user friendly design
and development that make great UX better and managing a content based on SEO
philosophu to make the visibility of the product better. They also design an
advance e-store marketing on own platform or channel partners so all clients will
get benefit starting from traffic increasing of the e-store, business growth and
branding. Also , Urbancity provide professional SKU Management to ensure the
optimizing inventory level.
Urbancity also provide end to end service to maximise inventory reach, save your
shipping cost and time.
Urbancity also fully develop a customer relationship management.With the 24/7
Omni channel customer services so there is no distance between their clients and
the customers whether they give some valuable input or asking a feedback.

II. Digital marketing:

1. Facebook family of apps in numbers:
- Facebook: 2 billion on Facebook each month
- Whatsapp: 1.3 billion on Whatsapp each month
- Instagram: 800 million on Instagram each month
- Messenger: 1.3 billion on Messenger each month
2. Average fan penetrations number across 5000 Facebook pages:
Number of fans Average fan penetration
0-10.000 21.9%
10.001-25.000 10.44%
25.000-50.000 9%
50.001-250.000 7.5%
250.000-1.000.000+ 5.1%

3. How Facebook research clients’ behavior:

- Clients’ status on Facebook.
- Keywords that clients use to chat with their friends through Messenger, voice
chat.
- Websites that clients usually get access to while using Facebook.
- Their frequency of using the Internet.
- Fanpages or groups that they usually interact with.
4. What can Facebook know about your behavior?
- Type of phone
- Retail purchase
- Where you shop
- Public data
- Browsing history
5. Special feature of Newsfeed on Facebook
- Page posts that generate conversations between people will show more
frequently in Newsfeed

Conclusion:
With such knowledge that I have accumulated from Mrs. Minh Ha and Mr. Van
Bang, I am now confident enough to take the first step into the e-commerce
industry without any hesitation. In the future, it is our responsibility to develop
and expand e-commerce’s influence on the society as well as the economy of
our country. In order to do so, it is essential for students like us to study from
the experts and broaden our horizon through the Internet.