Eye on Asia: Luring Asian Shoppers
Looking for shoppers in these tough economic times? They are in hiding! Not from marketers, but from themselves first and foremost. Guilt, uncertainty and fear make shoppers guard their urges and this leads to purchases being delayed or even avoided. This is why the retail arena is becoming critical now more than ever. Here, shoppers inevitably come face to face with choices and are compelled to make those ultimate decisions. It is the "First Moment of Truth" (FMOT) for any brand, the moment when consumers finally place their money behind the brand.
So what is it that can help brands convert or engage shoppers more effectively at the FMOT? Is in-store just a reminder medium or does it offer a distinct opportunity for brands to win the hearts of shoppers? Based on their mindsets and attitudes towards brands, shoppers' reactions are either enhanced or diminished by communications or any kind of initiative in retail. Being aware of attitudes and mindsets at play allows for more focused and effective shopper targeting.
Grey Group's Eye on Asia research, which covers 16 countries across the Asia Pacific region, gives insights into how shoppers relate to brands and what is influencing their behaviour in-store. In particular, the five Asian Brand Tribes identified in the study help brands look at shoppers beyond a consolidated whole and help engage shoppers based on mindsets rather than demographics. In addition to classifying Asian shoppers based on how they think, feel and react to brands, it determines how they select their retail channels and how different channels affect them.
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About the Author
Charu Harish is Regional Communications Planning Director for Grey Group, a WPP company and one of the world's largest marketing communications networks. She works with Grey Group's team of senior account professionals and strategic planners across 17 Asian countries to make the company a leader in 21st century communications, drawing upon new, proprietary tools such as Brand Acceleration and the company's breakthrough consumer study, Eye on Asia.