THAILAND - Recognising that many Thai people want to live healthier lifestyles, Nestlé Thailand has launched an expansive campaign to promote the idea that small, manageable steps can lead towards that seemingly daunting goal.
Today’s Chinese shoppers need something that goes beyond the transactional task of buying, according to a collaborative report by TBWA China, The Integer Group China and Shanghai-based research agency Jigsaw International called ‘Checkout China’. The four shopper archetypes identified in the report reflect how most shoppers are no longer motivated solely by rational drivers like value and convenience, but have higher requirements on the experience and enjoyment of shopping—even in a hypermarket setting.
The in-depth report reveals the different stimuli behind purchase decisions in the FMCG category by looking through the lens of the brand, the shopper, and the retailer. The report is based on more than 20 interviews with chiefs of major international and local brands as well as the biggest retailers across China. Additionally, the companies carried out statistical market segmentation research covering 900 consumers after a preliminary qualitative market exploration in tier-one and tier-two cities.
New research by DigitasLBi shows that consumers in Asia are way ahead of their western counterparts on incorporating social media and mobile devices into shopping. Shoppers in China and Singapore (the two APAC countries studied) register as outliers from global averages for buying via smartphone, searching via smartphone while in a store, being receptive to location-based offers and being influenced by in-store technology or friends' social-media posts.
ASIA-PACIFIC - About 90 per cent of Asians from developing nations admit to ‘showrooming’—visiting stores only to test products and to buy them later elsewhere—compared with 29 per cent in developed nations and a global average of 33 per cent, according to TNS.
Extra-large dinosaurs brought Swire Properties mammoth returns in its ‘Let’s play XXL’ activation campaign, which combined mobile and outdoor creativity to engage customers in one of Beijing's trendiest shopping districts during a peak shopping season.
SHANGHAI - The brand activation, experiential and shopper marketing discipline of McCann Worldgroup has appointed Jacob Johansen (pictured) as general manager for Momentum Greater China with immediate effect.
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