The Fun of Shopping
By Charu Harish*, Grey Group Asia Pacific
Australians are lagging behind the rest of Asia Pacific
when it comes to their enjoyment of shopping. Here’s
how to fix it.
Shopping is a buzz word for any
woman who wants to have some
fun or to beat the blues. Retail
therapy is on an upswing, with one
in two shoppers in Asia associating
their time in shopping centres or
supermarkets with fun.
It’s all about shopping for
smiles more than shopping for
products, but the moment we shift
our focus to Australia, this smile
transforms into a frown with the
figure dropping to just 14 per cent
satisfaction.
Australians generally do not
feel happy, relaxed or adventurous
when they are shopping. Not only
are they least positive, they are
also most negative. For them,
shopping is a monotonous chore
that needs to be done, and one
in 10 feel rushed to complete this
mundane task.
So how can brands turn these
shopping frowns upside down?
What is it that will help Australian
shoppers feel connected with brands
instore and convert this rushed and
monotonous chore into a pleasant
experience?
Unlike the rest of Asia where it is
all about delivering experiences and
variety that heightens the adventure
and happiness quotient, the
challenge facing Australian brands
presents the other extreme.
It is about diminishing the
negatives and delving into the minds
of Aussie shoppers to identify the
nature of engagement and experience
that will drive a dramatic shift from
these negative moods.
Grey and G2 Asia Pacific’s Eye
on Asia retail study highlights
three ways to wipe the frowns and
transform the Australian shopper
experience.
To read the rest of this report, download
The Fun of Shopping (pdf, 336 Kb)
* Charu Harish is regional communications
planning director of Grey Group Asia
Pacific. More information on Grey Group
and the Eye on Asia report can be found at
www.greygroupasiapacific.com and
www.greyeyeon.asia.
This article was originally published in the October/November 2010 issue of Inside Retailing Magazine.