E-commerce for loyalty urged
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RETAIL BUSINESSES and brands should capitalise on e-commerce to retain customers' brand loyalty and increase their claim on the consumer's wallet amid the sluggish economy, according to Kantar Worldpanel (Thailand), a consumer research house.
“When consumers come to online shopping, they are likely to spend more money than going to physical stores,” general manager Howard Chang said yesterday.
South Korea is a good example, where consumers spend about US$12 (Bt430) per visit at stores but more than double that per purchase online.
Referring to the company’s latest study on global e-commerce trends for fast-moving consumer goods (FMCG), Chang said shoppers were more likely to repeat purchases of certain brands online because websites remember what they bought and can remind them.
The study also found that 55 per cent of online shoppers used the same list for their next shop, and repeat brand purchasing is twice as likely online than in-store.
The value of the FMCG industry is expected grow by only about a 1.5-2 per cent from Bt450 billion last year, held back mainly by weak domestic consumption in line with the economic slowdown.
Online channels could help retailers and brands extend their sales opportunities.
