Shopping for the right insights

Sue Ann Chew, GMD of shopper360

(marketingmagazine.com.my) – By: Malati Siniah
In celebrating Pos Ad Media’s 30th milestone in the industry, shopper360 (formerly known as Pos Ad) recently ran a half day of talks featuring insights from various retail experts.

With over 1,000 delegates coming from all spectrums of the media industry, attendees gained not only knowledge of the latest innovations shopper360 was embarking on in the retail space through an interactive display but was also able to gain a better insight into buying habits of shoppers.

Sophie Cox, managing director of Firestar Research who presented a study on ‘The Local Context: Insights into Malaysian Shopper Behaviour’ outlined the following observations: Shoppers’ missions are now changing as they are willing to shop for basic necessities in convenience stores instead of going to bigger supermarkets.

In Malaysia, people are still slow to embrace shopping online for groceries. There is still a lack of trust in the retail area, Sophie shared while adding that Malaysians were more likely to shop for clothes online.

While the adoption of online shopping for groceries was slow Sophie observed that today’s new generation of shoppers were more likely to go digital when looking for price comparison sites or apps to make sure they were getting the best deal.

Tim Asquith, Managing Partner of Engage Consultants shared that the secret to meaningful connections is targeting. Being relevant to shoppers through focus and understanding is key.
Tim also shared his a few key points on how Shopper Marketing should be driven:

• Decisions fueled by integrated insight
• Prioritizing specific environments
• Influence consumer & shopper behaviour
• Satisfying consumers & shoppers
• Targeting specific shopper segments

During the second half of the day, the group hosted a dinner in honour of the late Raymond Chew, the founder of shopper360 with his close friends, family, staff and clients.

Sophie Cox Giving Insights into Malaysian Shopper Marketing Behaviour

The night was filled with beautiful tributes from Raymond’s closest friends and clients remembering this larger-than-life man who founded In-store Advertising in Malaysia.

Attendees left the event with more than memories as they were also given the first copy of ‘Everybody Loves Ray’ the book documenting the life of Raymond Chew.