Page 16 - index
P. 16
RESEARCH, ANALYSIS & TRENDS
Singaporeans
demand a seamless
omnichannel
shopping experience
SAP Hybris recently conducted a survey on Christmas When asked to rank the importance of retail offerings,
shopping habits in Singapore that revealed that more the research also found that Singapore shoppers want
than half of Singapore consumers (51%) were dissatis- cross-channel options more than new-age services like
fied with the Christmas gifts they received over the last digital wallets and augmented reality (AR) store experi-
three years. ences.
Most likely, this is mainly due to lack of planning since When it comes to Christmas shopping, Singaporeans
17% of the more than 1000 survey respondents said prefer retailers with a physical store coupled with both
they shop at the last minute and simply buy whatever is eCommerce and mobile app (68%), as well as those
convenient. In fact, despite the Christmas shopping who offer self-pickup services at physical store (54%).
hype, almost one fifth (19%) did not even receive Christ- In addition, 65% of respondents stated that retailers
mas gifts over the last three years, and another 24% are can improve their Christmas shopping experience by
not actually in the habit of buying Christmas gifts for offering free shipping, 48% believed on-time delivery
their loved ones. Amongst those who do shop for Christ- would be a benefit, and 41% noted that gift customiza-
mas gifts, 69% said they will try to personalize gifts for tion would signal yet another improvement.
at least their close friends and family.
“Singaporeans are amongst the most tech-savvy
“With more than two thirds of Singapore consumers spenders in Asia, and no strangers to eCommerce. De-
looking to personalize gifts for their loved ones this spite that, and reports of Singapore’s continuously chal-
Christmas, it is critical for retailers and marketers to be lenging retail landscape, the brick and mortar stores
thinking of contextual marketing to understand what are definitely not dead. In fact, the SAP Hybris survey
they are looking for and ease the gift-hunting experi- found that 39% of Singaporeans still enjoy browsing
ence. Retailers have the opportunity to thrive across through stores. This reinforces what we have been tell-
many touch points with well-executed hybrid experienc- ing retailers for some time: Singapore is a truly multi-
es that drive engagement and sales to get Singapore- channel market, where most consumers are using a
ans spending beyond Christmas,” said Nicholas Kon- combination of devices in their online and offline shop-
topoulos, Global Vice President of Fast Growth Markets ping. The findings also point us to a future where offline
for SAP Hybris in the Asia Pacific region. and online shopping are no longer two separate busi-
ness models. Singaporeans are demanding a seamless
With high Internet and mobile penetration rates, it is of omnichannel shopping experience,” Kontopoulos con-
little wonder that Christmas online shopping is picking cluded. ◊
up among Singaporeans. In point of fact, the eCom-
merce market in Singapore is expected to be worth By SAP Hybris, representing the SAP solutions for cus-
US$5.4 billion (S$7.46 billion) by 2025, according to a tomer engagement and commerce
report by Temasek and Google released earlier in May
this year, and is anticipated to make up 6.7% of all retail
sales by 2025.
16 December 2016 - Customer Experience – Brand Experience goes Omnichannel
Singaporeans
demand a seamless
omnichannel
shopping experience
SAP Hybris recently conducted a survey on Christmas When asked to rank the importance of retail offerings,
shopping habits in Singapore that revealed that more the research also found that Singapore shoppers want
than half of Singapore consumers (51%) were dissatis- cross-channel options more than new-age services like
fied with the Christmas gifts they received over the last digital wallets and augmented reality (AR) store experi-
three years. ences.
Most likely, this is mainly due to lack of planning since When it comes to Christmas shopping, Singaporeans
17% of the more than 1000 survey respondents said prefer retailers with a physical store coupled with both
they shop at the last minute and simply buy whatever is eCommerce and mobile app (68%), as well as those
convenient. In fact, despite the Christmas shopping who offer self-pickup services at physical store (54%).
hype, almost one fifth (19%) did not even receive Christ- In addition, 65% of respondents stated that retailers
mas gifts over the last three years, and another 24% are can improve their Christmas shopping experience by
not actually in the habit of buying Christmas gifts for offering free shipping, 48% believed on-time delivery
their loved ones. Amongst those who do shop for Christ- would be a benefit, and 41% noted that gift customiza-
mas gifts, 69% said they will try to personalize gifts for tion would signal yet another improvement.
at least their close friends and family.
“Singaporeans are amongst the most tech-savvy
“With more than two thirds of Singapore consumers spenders in Asia, and no strangers to eCommerce. De-
looking to personalize gifts for their loved ones this spite that, and reports of Singapore’s continuously chal-
Christmas, it is critical for retailers and marketers to be lenging retail landscape, the brick and mortar stores
thinking of contextual marketing to understand what are definitely not dead. In fact, the SAP Hybris survey
they are looking for and ease the gift-hunting experi- found that 39% of Singaporeans still enjoy browsing
ence. Retailers have the opportunity to thrive across through stores. This reinforces what we have been tell-
many touch points with well-executed hybrid experienc- ing retailers for some time: Singapore is a truly multi-
es that drive engagement and sales to get Singapore- channel market, where most consumers are using a
ans spending beyond Christmas,” said Nicholas Kon- combination of devices in their online and offline shop-
topoulos, Global Vice President of Fast Growth Markets ping. The findings also point us to a future where offline
for SAP Hybris in the Asia Pacific region. and online shopping are no longer two separate busi-
ness models. Singaporeans are demanding a seamless
With high Internet and mobile penetration rates, it is of omnichannel shopping experience,” Kontopoulos con-
little wonder that Christmas online shopping is picking cluded. ◊
up among Singaporeans. In point of fact, the eCom-
merce market in Singapore is expected to be worth By SAP Hybris, representing the SAP solutions for cus-
US$5.4 billion (S$7.46 billion) by 2025, according to a tomer engagement and commerce
report by Temasek and Google released earlier in May
this year, and is anticipated to make up 6.7% of all retail
sales by 2025.
16 December 2016 - Customer Experience – Brand Experience goes Omnichannel
