Page 12 - index
P. 12
RESEARCH, ANALYSIS & TRENDS
Singaporean consumers demand
reliability, consistency, rewards, and
recognition with a personal touch
A recent study, conducted by ICLP, revealed that ers at a transactional level, so when times are uncer-
amidst Singapore's retail doldrums, 3 in 4 consumers tain, they easily resort to the myriad of choices that are
indicated they would buy more from retailers in the city at their disposal, often literally at their fingertips now,"
state, if they were better rewarded for their loyalty. said Mr Bruno Tay, Country Manager of the global loy-
alty marketing agency ICLP, which conducted the sur-
The results are interesting, considering that many con- vey as part of an international study across nine mar-
sumers are currently lukewarm about their relationships kets.
with brands and retailers, giving average to low scores
in terms of passion (brand enthusiasm), commitment "It's not too late to turn things around, though. In fact,
(loyalty), and intimacy (willingness to share information retailers now have a chance to truly stand out if they
with a retailer). appeal to the heart too - by approaching communica-
tion, reliability, consistency, reward and recognition
Out of 750 consumers surveyed, only 3% consider from a human perspective", he concluded.
themselves to be devoted to their preferred retail
brands, expressing willingness and desire to forge en- The survey reveals underlying gaps in Singapore con-
during relationships with them. sumers' retail experience by modelling the brand rela-
tionships after the psychology of individual relationships
These findings come at a time when Singaporeans' love with friends and romantic partners. Singaporean con-
affair with shopping and retail has been under strain. sumers were asked to rate their retail experience with
Even as retail sales show a modest year-on-year brands on seven core relationship criteria, namely
growth of 2%, there have been a slew of notable clo- recognition, rewards, reciprocity, reliability, respect,
sures in the local retail landscape, most recently that of trust and communication. These were then mapped
John Little, one of Singapore's oldest department store. onto a model based on Sternberg's Triangular Theory
of Love, in partnership with an expert on relationship
"What we are seeing from our research is that many dynamics Prof Ron Rogge at the University of Roches-
Singaporean consumers still relate to brands and retail- ter in the United States.
12 December 2016 - Customer Experience – Brand Experience goes Omnichannel
Singaporean consumers demand
reliability, consistency, rewards, and
recognition with a personal touch
A recent study, conducted by ICLP, revealed that ers at a transactional level, so when times are uncer-
amidst Singapore's retail doldrums, 3 in 4 consumers tain, they easily resort to the myriad of choices that are
indicated they would buy more from retailers in the city at their disposal, often literally at their fingertips now,"
state, if they were better rewarded for their loyalty. said Mr Bruno Tay, Country Manager of the global loy-
alty marketing agency ICLP, which conducted the sur-
The results are interesting, considering that many con- vey as part of an international study across nine mar-
sumers are currently lukewarm about their relationships kets.
with brands and retailers, giving average to low scores
in terms of passion (brand enthusiasm), commitment "It's not too late to turn things around, though. In fact,
(loyalty), and intimacy (willingness to share information retailers now have a chance to truly stand out if they
with a retailer). appeal to the heart too - by approaching communica-
tion, reliability, consistency, reward and recognition
Out of 750 consumers surveyed, only 3% consider from a human perspective", he concluded.
themselves to be devoted to their preferred retail
brands, expressing willingness and desire to forge en- The survey reveals underlying gaps in Singapore con-
during relationships with them. sumers' retail experience by modelling the brand rela-
tionships after the psychology of individual relationships
These findings come at a time when Singaporeans' love with friends and romantic partners. Singaporean con-
affair with shopping and retail has been under strain. sumers were asked to rate their retail experience with
Even as retail sales show a modest year-on-year brands on seven core relationship criteria, namely
growth of 2%, there have been a slew of notable clo- recognition, rewards, reciprocity, reliability, respect,
sures in the local retail landscape, most recently that of trust and communication. These were then mapped
John Little, one of Singapore's oldest department store. onto a model based on Sternberg's Triangular Theory
of Love, in partnership with an expert on relationship
"What we are seeing from our research is that many dynamics Prof Ron Rogge at the University of Roches-
Singaporean consumers still relate to brands and retail- ter in the United States.
12 December 2016 - Customer Experience – Brand Experience goes Omnichannel
