MARKET RESEARCH: Captivating Singaporean Shoppers

Shopping is one of the favourite pastimes of Singaporeans. But in these tough economic times, they have become more elusive and less enthusiastic. Guilt, uncertainty and fear are making shoppers guard their urges, leading to a delay in purchase decisions. This makes retail more critical than ever before. 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 the consumer finally places his or her money behind the brand.

So the question for marketers is: where are Singaporean shoppers and how do we rekindle the old flame? What is it that can help brands 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?

Eye on Asia, Grey Group's proprietary study across 16 countries in Asia, gives eye-sights into how shoppers relate to brands and what influences their behaviour in-store. It helps brands look at shoppers beyond a consolidated whole and helps engage them based on mindsets rather than demographics. It classifies Asian shoppers into how they think, feel and react to brands, and also determines their behaviour across different channels.

The five Asian Brand Tribes identified by Grey Group's Eye on Asia are:

• "New" Brand Enjoyers: Predominant in China, India, Vietnam and Bangladesh, this segment looks for variety and sees shopping as an adventure. For them, it is all about the excitement of a hunt and discovery.

• Perceived Value Seekers: Found mostly among shoppers in the Philippines, Sri Lanka, Taiwan, Malaysia and Vietnam, this segment sees brands as indicators of quality, reliability and credibility. They are smart shoppers who want to get the most value out of their money.

• Status Seekers: Predominant among shoppers in Thailand, Sri Lanka, and to some extent, South Korea and Japan, Status Seekers like brands that reflect their lifestyle and image in society.

• Individualistic Believers: This segment is predominant among shoppers in Singapore, Japan, Hong Kong, Indonesia and South Korea. They are not conscious about popularity or status. When shopping, they want to decide on their own and not be bothered needlessly.

• Function Firsts: Predominantly found among shoppers in New Zealand and Australia. For them, function and purpose are more important than brands. They take a no nonsense approach to shopping.

26% of Singaporean shoppers are Individualist Believers, followed by Function Firsts at 21%. This means that Singaporean shoppers are grounded and pragmatic. They are more likely to reject gimmicks and they look for experiences that help them make independent decisions. Some key highlights that will help brands woo Singaporean shoppers are:

• Trust and credibility are more important than image and popularity

Singaporean shoppers define trust and high quality as the top 2 criteria for brand choice at 97%. They are looking for brands that they can relate to (82%) and do not necessarily look for brands that reflect status. The new age shoppers in Singapore are becoming more pragmatic and prefer brands that are delivering authentic experiences rather than popularity.

• Want to do their own information search rather than rely on sales staff

They do not want to be bothered by sales people and want to make their own decisions when shopping.  This is leading to an increasing preference for online shopping (61%) amongst Singaporeans. They prefer to compare items, get as much information as they can and make their own assessment without anybody bothering them. 

Given this need to make independent decisions, 73% Singaporeans feel it is more important for sales staff to be respectful and make the shopping experience pleasant (60%). They are more likely to be moved by sales staff treating customers with respect rather than the amount of knowledge they possess (56%).

• Convenience and comfort are key

While 60% of Singaporeans say a pleasant atmosphere is important, they do not necessarily look for attractive displays but need a place that is comfortable and conducive for shopping. They like shopping to be quick and easy (68%). What is also especially critical to them is being able to always find what they want in the store, with 80% of Singaporeans saying this is important compared to the 66% Asian average.  

While these three eye-sights can help us formulate our messages to woo Singaporean shoppers, this is just the tip of the iceberg! With the five Asian Brand Tribes identified by Eye on Asia, it is easier to gain eye-sights that can maximise impact at the FMOT, eye-sights that can help brands own their share of the shopping basket.

By Chary Harish, Grey Group Asia Pacific's regional communications planning director.