Experience, precision planning… key traits of Chinese shoppers
As brands focus to understand the Chinese shopper, a common observation made is that, like other growth markets, unique traits and trigger define shoppers in China as well. While factoring in a range of variables including spending habits, shopping attitudes and the key drivers behind FMCG purchases, four different shopper archetypes can be identified, as per a recent in-depth study conducted by TBWA\China, The Integer Group China and Shanghai-based research agency Jigsaw International.
The report, ‘Checkout China’, classifies the four archetypes as the ‘Experience Lover’ who loves shopping and looks for unique experience; the ‘Precision Planner’, who is detail-oriented and willing to spend on high quality; the ‘Time Saver’ who sees shopping as a mission and focuses on efficiency; and the ‘Strategic Spender’ who validates the price and value from comparison and wants to get the best deal.
“It became clear that today’s shoppers need something that goes beyond the transactional task of shopping. With a better knowledge of shoppers’ behaviour, marketers can identify the epicenter of every shopper journey, and truly engage shoppers at the crucial moment,” said Emmanuel Sabbagh, Insight and Strategy Director of Integer China, and the lead researcher of the study.
The study has observed the different stimuli behind purchase decisions in the FMCG category by looking through the lens of the brand, the shopper, and the retailer. Over 20 interviews were conducted with Chief Executives and Chief Marketers of major international and local brands and the biggest retailers across China. Additionally, statistical, quantitative market segmentation research covering 900 consumers was carried out after a preliminary qualitative market exploration in tier one and tier two cities.
“These archetypes reflect an increasing sophistication among Chinese shoppers – they are becoming more demanding and have rising expectations toward brands and retailers. Chinese shoppers are no longer motivated solely by rational drivers like value and convenience. In fact, the majority now have higher requirements on the experience and enjoyment of shopping – even in a hypermarket setting,” added Elisabeth de Gramont, Group Account Director at Jigsaw.
Ian Thubron, President of TBWA\Greater China, commented, “We’ve been committed to the ‘Let’s Talk Disruption’ series of thought leadership and white papers for four years. ‘Checkout China’ is our latest contribution to the marketing debate. It will help both brands and retailers shape compelling shopper strategies in an increasingly multi-channel retail environment.”
