Asia-Pacific consumers call for brands to further support Covid-19 frontline workers

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Asian Pacific consumers have turned to online shopping and brands that support frontline workers during the coronavirus pandemic

Global insights researcher Rakuten Advertising, reported that three quarters of consumers across Asia-Pacific prefer brands that offer discounts and benefits to frontline health workers.

The research, The Road to Recovery: 2020 e-Commerce in Asia-Pacific, surveyed over 5,000 people from across the two regions also discovered that 73% said they want brands to communicate more empathy during the coronavirus pandemic.

More than half also stated they had chosen to shop internationally this year, with Chinese retailers named the most popular choice, followed by the US, Japan and South Korea.

A majority of Asia-Pacific consumers prefer to purchase from international retailers for more innovative products and faster access to new items.

However, 63% of Singaporeans claim that high international shipping costs is a deterrent to using online shopping.

Rakuten Advertising’s senior Vice President of Asia-Pacific, Stuart McLennan, commented on how retailers can identify the opportunities unveiled from Covid-19.

He said: “Whilst the pandemic has unfortunately resulted in more consumers being confined to their homes or geographical locations, online services such as food and grocery delivery, ‘buy online pick-up in-store’ and video-on-demand (VOD) have, undoubtedly, gained popularity, with consumers showing that these new habits are likely here to stay.”

The research also revealed that Asia-Pacific consumers are increasingly discovering new brands through online search (64%) compared to recommendations from friends and family (40%).

Over seven out of ten (72%) said they also closely follow influencers and bloggers, with Indian, Chinese and Malaysian shoppers stating that they are highly likely to be influenced by this sector.

“Retailers should ensure they are complementing their online presence with a strong and tailored digital strategy to enable brand discovery and encourage conversion,” added Mr McLennan. “Understanding the consumer behaviour of Asia-Pacific shoppers, addressing the nuances of each market and adapting for the online and mobile experience will be key to success.”

To download the full report of “Road to Recovery: 2020 e-Commerce in Asia Pacific”, please click here.