Do you really understand how to maximise opportunities with the Singaporean Shopper for your brand? We do.
DataSpark, Singtel’s data analytics subsidiary and TNS, a global insights leader, are joining forces to provide marketers with the complete picture of how their consumers search, shop and share.
Through anonymised and aggregated near real-time telecommunications data from Singtel’s four million subscribers, combined with deep behavioral insights to establish motivations and attitudes, the result is a complete, unparalleled insight into consumer mobility, decision influencers and purchase behavior in Singapore’s prime retail hotspots. This provides an invaluable key to optimised marketing effort, by effectively providing them with the right touchpoints at the right time.
Combining the what, where, how and why, Shopper Sense – The Singapore Shopper Report will provide marketers with real actionable insights to identify impactful marketing opportunities.
Did you know:
- As they shop, one in six shoppers will post a Facebook status update about their visit?
- One in three female shoppers will upload a photograph to Instagram or check a review site?
- One in four male shoppers will check into their location?
Connecting the digital and physical
With this unprecedented level of online engagement, the task of influencing a purchasing decision has become ever more complex. Peers, word-of-mouth recommendations, social media posts as well as aspirational influencers, often sway shoppers.
Of course, while brands need to be relevant and aspirational on social media, they also have to live up to expectations when shoppers visit, to ensure the cycle of recommendations, check-ins, shares and updates continues. Hence, engagement is essential before, during and even after the shopping experience.
To improve your competitive advantage, DataSpark’s geolocation analytics is able to help you reveal a new understanding of the Singapore shopper through real-time data. TNS interrogates this rich data source about trends of what people are doing, and adds a behavioral dimension, to establish motivations and attitudes that will inform customer engagement strategies.
In a competitive environment, granularity is key
Optimised targeting is effective only when retailers understand where their consumers are and what touchpoints they are subject to. To achieve this, DataSpark and TNS have conducted a study into Singapore Shopper behaviour, based on a study of 1001 participants and overlaid with GeoAnalytics data from DataSpark. Through this data aggregation, the results not only give detailed insights to what shoppers do, where they go, how long they stay and how they behave, but also why they do what they do.
Quantified opportunities through geoanalysis
The key to optimised marketing efforts is through effectively combining behavioural data with attitudinal insights.
For example, in November, 2014, 1.9 million people visited Orchard Road, of which 300,000 were there more than 20 times in that month alone. Of those 1.9 million, 250,000 visitors were tourists.
A closer look at one Orchard shopping mall, for example, revealed a footfall of about 18,000 daily shoppers, peaking during 12-1pm and 6-8pm, with around four in ten (40%) of shoppers visiting the mall primarily to dine, with a reported average spend of $129, Shopper Sense further reveals potential to convert dining missions to other retail opportunities. This demonstrates that through combining foot traffic with spend data, it is now possible to understand crowd movement, consumer behaviour and lifestyle choices and turn that understanding into a precise marketing approach.
Focus on impactful choices
Data aggregation and statistical analysis can provide marketers with real actionable insights into key elements of buyer behavior, some of which include
- Amount of research done before shopping.
- Devices that shoppers use.
- Sources of influences.
- How much of the buying decision is location driven.
This in turn will allow brands to better focus their budgets. For instance, mobile and online marketing efforts through social media, blogger and influencer sites, as well as eDMs, would be effective during a planning period, while QR codes and in-store staff can be great resources for upselling and motivating spontaneous purchases.
With the combination of DataSpark’s analytics and TNS insights into consumer behavioral patterns, retailers and marketers can further improve and optimise their offers and services.
For more information on how Shopper Sense – The Singapore Shopper can help you better understand your consumers, contact us.