Which APAC shoppers should businesses watch?

This includes digital streamliners, and social explorers, amongst others.

With the rise of digital consumption, businesses and marketers should look out for the key shopper profiles in Asia to align their products and services to the needs of these consumers, according to consumer trend forecaster WGSN.

In a statement, Athena Chen, senior strategist of Asia-Pacific (APAC) at WGSN, said the “unprecedented technological transformation” experienced by the region offers a “​​promising future for the region's digital economy and growing creator class.”

​​”Whilst Asian shoppers will continue to shape the future of retail as they actively embrace digital payments and omnichannel retail, brands must engage authentically with and fuel the creativity of Asia-Pacific youth as they try new things and take inspiration from different styles and genres,” she said.

In its Asia Shopper Forecast 2022, WGSN identified the key shopper profiles businesses and marketers in the region should watch:

●  Digital streamliners – The shift of APAC shoppers to online shopping due to necessity or commitment to digital-first lifestyles amidst the hyper-connected landscape of the regional market ”is driving new expectations around frictionless commerce, anywhere and anytime.”

●  Social explorers – These shoppers are on the lookout for hyper-personal and interactive brand experiences online. Their purchase decisions are driven by new trends, peer groups and micro-influencers.

●  Ultra-value seekers – Following the affordability-seekers of 2021 who acknowledged the need to plan for unexpected downturns, shoppers are now looking for value whenever possible because of the prolonged impact of the pandemic.

●  The self-rewarders – These shoppers are adopting savvy digital shopping habits to afford premium purchases and treat themselves following the years of uncertainty.

●  Joyful escapists – These are the APAC shoppers who are looking to escape from daily pressures and turning to the alternative realities of anime, which is driving (in real life) influence for novel products and experiences.

●  The creative class – Experience-focussed consumers are looking for creative engagement, artisanal connections, and values unique experiences because of the boom in craft and do-it-yourself.

●  Changemakers – A growing number of younger shoppers in Asia are socially conscious, well-informed, have more progressive values, and are striving for the greater good. They expect retailers to integrate purpose and profit in engaging and creative ways.

●  Luxury reflectors – These are the wealthier shoppers who are embracing introspection and moments of pause. They are also expecting brands to “act as value creators and support culturally relevant production.”

WGSN also added that consumers are now placing greater value on satisfaction when deciding on how much they are spending and the brand they will purchase from. Consumers are also aligning their purchases with their values and are seeking to deepen their connections with their local culture.

“It is now essential for businesses to strengthen local ties via both online and offline presences, while offering personalised products and services to support creativity and cater to the emerging group of younger Asian shoppers,” WGSN said.