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Confessions Of A Malaysian Shopper |
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Written by Marketing Interactive
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10 Dec 2010 |
Malaysian shoppers might spend more time in stores than the average Asian but it doesn’t translate to more shopping, a new report has found.
Grey and G2's recently released 2010 Eye on Asia - Retail study, shows Malaysian shoppers still stick to their shopping habits of value for money.
But surprisingly, Malaysians find shopping monotonous and only view the activity as functional.
They are constantly on the look out for information that leads to value for money.
When a supermarket doesn't have a promotion on a desired product, the Malaysian shopper goes to another supermarket with a promotion.
This leads to the key ‘confession' - Promotions are ‘wasted' on 3-out-of-5 Malaysian shoppers. It is usually because promotions are placed in the shoppers' blind spots.
Promotions have to be prominently visible and stand out amongst other products using effective signage and displays.
Furthermore, most Malaysian shoppers already have a brand in mind before entering the store. A total of 60% of Malaysians have a brand in mind before entering the store and 95% end up buying one of the brands they had in mind.
This concludes that a large proportion of promotions are rewarding shoppers who already had the particular brand in mind and those already loyal to that brand, but less effective in recruiting new consumers.
Malaysian shoppers also look for an emotional experience especially in the health and beauty categories such as touch and feel displays and product displays that tie in with above the line advertising.
Communication that provides diversion and invites participation is compelling to the casual browsers. Complimentary products hanging on shelves invite shoppers to touch and feel, cashier counter displays provide distraction and sales assistants create excitement around the displayed products.
This confession should be an indicator for marketers to create a shopping experience for the ‘seen-it-all' Malaysian shopper by asking "How can we take the shopping experience to the next level?"
"This initiative was a perfect fit with Grey Group's vision to develop work that is both "famous" and "effective". How else can we develop strategies and communications that both stand out and achieve our clients' objectives without resonating with our shopper first?" Remona Duquesne, group planning director at Grey Group KL, said.
The retail findings are based on real-time conversations with over 2,100 shoppers from eight countries namely Malaysia, Australia, China, India, Indonesia, Japan, Korea and Vietnam.
Malaysia – 2 December 2010
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