Engaging the smart Asian shopper

Bindu Sethi

Imagine a shopper in a retail store. There are many thoughts going through her head. Her shopping purchases are made with reference to not just her need for the category and brand but also in the way she views herself as a shopper, housewife, person and the degree to which the proliferation of brands, categories and information are affecting her.

What does she really want? What are the products that catch her eye? Why does she choose one brand over another? And the biggest question asked by all marketers, what can we do to make her choose our brand over the others?

Answers to these questions and many more are captured in Grey and G2's Eye on Asia - Retail study. The study covers eight key markets in Asia, including Australia, China, India, Indonesia, Japan, Korea, Malaysia and Vietnam. The countries were selected to establish a close representation of developed and emerging markets. A mixture of interviews and shop-along trips were conducted to unveil the considerations of shoppers when she is out buying our brands.