Asia Retail Study

EYE ON ASIA : 

EYE ON ASIA Wasif Khan Retail management Source: Grey & G2

Slide 2: 

What does the customer really want? How Much of a role do in-store promotions play?

Two-thirds of final purchase choices are made in-store. More so in hypermarkets. : 

Two-thirds of final purchase choices are made in-store. More so in hypermarkets. Total % of choices made in-store: Hyper/Supermarkets- 73% Pharmacies- 65% Provision shops- 59% Choices for OTC & Beauty products are based on brand. Choices for Snacks is driven by price.

Asian shoppers take time to study products in-store. : 

Asian shoppers take time to study products in-store. Myth- Only Price is compared. Fact- Product specifics & Product information are closely looked at. Indians spend an average of 37 minutes in-store. Asian shoppers always looking to increase their brand knowledge.

Advice is appreciated as long as the staff’s approach is non-intrusive : 

Advice is appreciated as long as the staff’s approach is non-intrusive Asian shoppers prefer making their own choices. 77% shoppers prefer only assurance and no assistance.

Almost half of the promotions done in-store are wasted. : 

Almost half of the promotions done in-store are wasted. Consumers like promotions but they will not buy unless convinced. Indians however don’t look for promotions.

Asian shoppers visit stores not just for products but also for the experience. : 

Asian shoppers visit stores not just for products but also for the experience. Consumers also buy fun, relaxation, new news and adventure. Hyper/Supermarkets- Makes Chinese & Indonesian shoppers mood more positive Pharmacies- Makes Indonesians feel most positive Provision shops- Indians find this experience adventurous.

We don’t listen to what the consumer really wants : 

We don’t listen to what the consumer really wants Asians spend their time in-store on a variety of things: Indians prefer on-pack information- 36% Chinese like trail pack- 39% Indonesian read leaflets/brochures- 35% Malays and Vietnamese enjoy product demos- 21%

There is an Asian shopper. There is no Asian shopper. : 

There is an Asian shopper. There is no Asian shopper. Four type of Shopper Tribes: Engaged Info Seekers (China, Korea, Malaysia) Loyal Listers (India, Indonesia, Vietnam) Whim Indulgers (Japan, Indonesia) Passive Value Fans (Australia, Malaysia)

The Indian shopper : 

The Indian shopper Keeps a brand in mind but buys the brand that gives him value. Indians are more decisive. Indian shopping behavior: Confidence in shopkeeper Quick & timely delivery Payment at doorstep Option of returning product Shopkeeper willing to make multiple trips Prefer shopkeepers suggestion if preferred product is not available.

Conclusion : 

Conclusion Two-thirds of final purchase choices are made in-store. More so in hypermarkets. Asian shoppers take time to study products in-store. Advice is appreciated as long as the staff’s approach is non-intrusive. Almost half of the promotions done in-store are wasted. Asian shoppers visit stores not just for products but also for the experience.

THANK YOU : 

THANK YOU