Grey and G2 Asia Pacific launch 2010 Eye on Asia – Retail Study

3 August, 2010

SINGAPORE — Leading global marketing communications agencies Grey and G2 announced the release of their 2010 Eye on Asia – Retail study with a host of fresh insights on shopping mindsets across the Asia Pacific region and its implications to marketers.

The retail findings are based on real-time conversations with over 2,100 shoppers from eight countries namely Australia, China, India, Indonesia, Japan, Korea, Malaysia and Vietnam. The analysis is drawn from shopping experiences in hypermarkets/supermarkets, pharmacies/drugstores and provision shops/mom & pop stores with a focus on categories encompassing Over-The-Counter (OTC) supplements and treatments, health food and drinks, beauty and snacks.

Nirvik Singh, Grey Group Asia Pacific’s Chairman & CEO, said, “The dynamics in the retail landscape are constantly evolving, and recognising this change is key for marketers to win at the first moment of truth in-store. It is no longer about converting desire into purchase but engaging the shopper through every step of the Purchase Decision Journey.”

“Our Eye on Asia – Retail research serves as an invaluable tool to help marketers create distinct and effective shopper strategies that result in getting their brands into the shopping cart,” added Singh.

Some of the key “eye-sights” captured along the Purchase Decision Journey include:

1. Two-thirds of final purchase choices are made in-store.
2. Asian shoppers take time to study products in-store.
3. Advice is appreciated as long as the staff’s approach is non-intrusive.
4. Almost half the promotions done in-store are wasted.
5. Asian shoppers visit stores not just for products but also for the experience.
6. There is an Asian shopper. There is no Asian shopper.

Designed to deepen marketers’ understanding of the attitudes and behaviour of Asian shoppers across channels, categories and countries in Asia Pacific, the study also provides marketers clues into building meaningful relationships with consumers which will consequently determine the success of their brands and communications.

Now in its fifth year, Eye on Asia has to date interviewed over 35,100 people across the region. Highly regarded as an annual trends revealer, the proprietary study aims to get closer to the people of Asia, providing detailed insights on a variety of topics including attitudes towards work, family, finance, the environment, value systems, brands and marketing.

Grey and G2 will continue to track the latest shopper trends throughout the year and unveil subsequent new findings each month.

Grey Group
Grey Group ranks among the largest global marketing communications companies and its total offering includes Grey (advertising) and G2 (brand activation). Its parent company is WPP. “Famously Effective since 1917”, Grey Group serves a blue chip client roster of many of the world’s best known companies. Grey Group is represented in 96 countries, with 432 offices operating in 154 cities. In the Asia Pacific region, Grey Group covers 30 cities in 17 countries. More information about Grey Group Asia Pacific is available at

Eye on Asia
Eye on Asia is Grey Group’s annual proprietary study that looks at the hopes and dreams of the Asia Pacific region, and determines the powerful underlying trends that will shape branding and communications today and in the future. One of the most comprehensive, in-depth surveys ever done on the Asian consumer, Eye on Asia is a thought leadership initiative that aims to get closer to the people of Asia.

Melissa Loh, Manager, Corporate Communications, Grey Group Asia Pacific,
Direct Line: +65 6511 7611, Mobile: +65 9154 5485, Email:

Candie Chiong, VP, Marketing & Corporate Communications, Grey Group Asia Pacific
Direct Line: +65 6511 7610, Mobile: +65 9697 3620, Email:

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