Nataconnexindo.com,
Tangerang – The COVID-19 situation has a profound impact in many
fields. It also dramatically changes consumer behaviors in buying products. The
situation that lasted long has rapidly changed consumers the priority of
consumer needs throughout South East Asian. As consumers move beyond essentials
to buying products that enhance their at-home experience, they are creating an
opportunity for brands to be where they are online. This move from essentials
products to home automation has been reflected in their search interest. For
example, Thailand has experienced the rise of this search interest up to 95%.
Thailand
witnessed an increase of search intent in e-commerce of 63% over the same time
last year, while Malaysia increased search intent to 32% and Vietnam to 13%.
For example; search interest for kitchen appliances rises up to 190% in
Singapore, 68% in Vietnam, and 33% in the Philippines. It is also an
interesting fact that 74% of Singaporeans who never shop online start their
first online shopping this year.
The new height of Online Shop
Recently,
the restriction for outdoor movement is eased across South East Asian
Countries, the interest in e-commerce is continuously on the rise. It is
reflected from the traffic to Lazada, Shopee, and Sendo has gone up while foot
traffic on the retail shop has gone low than ever. This means that the interest
in online shopping builds up despite less restriction for outdoor movement.
In
recent times, your online store is now your new storefront. So, it is important
to keep your digital marketing strategy top of mind. The wise move you can make
to respond to this situation is to invest in optimizing your digital presence
so you can provide a relevant, frictionless, and helpful shopping experience
for your customers.
More
Shoppers Go Online
Because
the growth in new customers was unprecedented, and we see this as significant
long-term value for the brand as said by Jo Bjordal, more shoppers are rushing
online, and many traditional retailers and sellers are also rushing in the same
directions. In fact, 74% of the first-time online buyers during the Circuit
Breaker in Singapore expressed that they would continue making online purchases
post-lockdown.
As
customers rush to online stores and more shoppers go online, it is a must for
brands to offers more valuable experience in the customer journey to purchase
their products.
A
New Purchase Journey Beyond Essentials
One
way to win in these rapidly changing situations is for your brands to put more
weight in increasing purchase journey experience as people are spending more
time at home. But keep in mind that people are moving beyond buying essentials
items to nonessentials items to increase their at-home experience, so your strategy
to provide them an online experience should be enhanced.
Despite
the changes, marketers should also be worried about the financial effects
COVID-19 gives to households. Your approach to the customers must have a tone
of sympathy and empathy. As consumers will be spending more cautiously,
promotions, discounts, and deals are top of mind — 55% of Singaporeans said
they would be willing to wait for a promotion before buying their delayed
purchase, and 40% said they are looking to trade down to a cheaper alternative.
Therefore, it is a key important point to stay plugged in to changing customer
mindsets and understand the best way to put your promotions in front of
customers. (ADR)