Locala, a global leader in omnichannel advertising solutions, showcased its thought leadership at Digital Marketing Asia (DMA) 2025 in Singapore, one of the region’s premier gatherings of senior marketing leaders and innovators. At the event, Locala launched its much-anticipated APAC Retail Insights 2025 Barometer, offering fresh perspectives on the evolving retail landscape and consumer expectations across the region.
DMA 2025 brought together over 500 senior decision-makers to discuss the future of marketing, with a strong focus on AI, data-backed strategy, evolving digital stacks, and unified consumer experiences. Locala’s participation underscored its commitment to helping brands bridge the gap between online and offline audiences, enabling smarter planning and measurable business outcomes.
During his keynote session, Vincent Pang, Managing Director APAC at Locala, delivered an insightful presentation titled “Channel-less Consumers: Bridging the ‘Who’ and ‘Where’ in Reaching Audiences Online, In-Store, and In Between.” He emphasized that in today’s retail environment, consumers no longer shop by channel, but instead expect seamless, personalized experiences wherever they are.
“Consumers are channel-less, but marketing strategies are still often channel-bound. This disconnect creates fragmented journeys, siloed data, and inefficiencies,” said Vincent Pang. “With our APAC Retail Insights 2025 Barometer, we aim to give brands a clearer view of how shoppers behave across markets, uncovering real signals that can drive meaningful engagement and business results.”
The APAC Retail Insights 2025 Barometer combines proprietary Locala research with regional consumer data to reveal key trends shaping retail in Asia-Pacific. Findings highlight the continued dominance of offline retail in markets such as Singapore, the growing prevalence of hybrid shopping journeys, and the rising demand for hyper-localized, context-driven strategies.
As part of the launch, Locala also introduced its innovative Omni Planner solution in Singapore, enabling marketers to operationalize Business Context Planning at scale. By leveraging both online and offline signals, brands can adapt their campaigns to specific geographies, competitive landscapes, and shopper journeys — ensuring precision, relevance, and reduced media waste.
Reflecting on the company’s participation at DMA 2025, Vincent added, “This was one of the biggest marketing events we’ve sponsored this year in Singapore, and it didn’t disappoint. We connected with brand leaders from across industries, gathered valuable feedback, and shared our vision for how localization and context-driven planning will shape the future of omnichannel retail.”
Locala’s APAC Retail Insights 2025 Barometer is now available for download, offering marketers an actionable guide to navigating the complexities of modern retail in Asia-Pacific.
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