Up to 94 per cent of Vietnamese people felt positive about the novelty of shopping, according to a recent G2/GREY Group Eye on Asia – Retail study.
HA NOI —
Over 50 per cent of Koreans found shopping fun due to variety and novelty while a strong relationship with local shopowners excited 68 per cent of Indians, it said.
Contrary to Australians, who considered shopping a completing task, Vietnamese people thought that shopping was about discovery and exploration with store environment (74 per cent) a key traffic driver opposed to product range (76 per cent).
The survey, based on conversations with over 2,100 shoppers from eight countries, found links between shopper moods and experiences expected in-store. This could help marketers identify opportunities to invest in experiential marketing, making shopping experiences more memorable and profitable.
"Moods reflect shoppers would look for as they walk into a store. Beginning with the store environment, the layout, the brand display, each and every element should allow shoppers to explore and experience," said G2/Grey Group Viet Nam strategic planning director Sumit Pillai.
Such experiences could be delivered through demonstrations that enable shoppers to interact with products, in-store activities that engage shoppers or through competitive trials and offers that drive shoppers' needs for exploration and adventure. — GREY