The Real Story: Evolving shopper behaviour in

June 2019 #RealRetail

In collaboration with Contents

1 Foreword by Richard Andrew, Managing Director, , Blis

2 Key takeaways • Singapore loves to shop • Where digital and real world collide • Influence and the psyche of the impulse buyer • Sealing the deal

3 Local market nuances

4 Conclusion

5 Research methodology

6 About Sapio Research

7 References

3 #RealRetail blis.com Foreword by Richard Andrew, Managing Director, Asia, Blis

For some time now, headlines have proclaimed that we’re suffering through a “retail apocalypse,” a period of great difficulty for retail brands. 2019 has seen the highest number of store closures in a decade across much of the globe as retailers struggle to keep up with shifting consumer expectations. However, the data uncovered in this report reinforces that any talk about a “retail apocalypse” and physical retailers being rendered obsolete by ecommerce is premature.

While it is true that retail is changing, the market in Singapore demonstrates to us that retail isn’t facing its imminent demise, it is simply evolving to keep up with rapidly shifting consumer preferences and behaviours. Where customers were once content to shop in local stores exclusively, they now seek more diverse and personalized shopping experiences. Physical stores are still part of the shopper’s journey, but they no longer comprise the entire journey. That journey now includes touch points on multiple devices, including desktops, tablets and mobile phones.

Consumers in Singapore are enjoying the journey: Nearly half of shoppers surveyed derive a sense of happiness from shopping. In other words, emotions influence behaviour and retail therapy is real. Retailers must therefore design experiences across physical and digital touchpoints that surprise and delight, engineer serendipity, as well as negate common frustrations and points of friction. Creating this is easier said than done, and it underscores the need for retailers to discover and leverage location data technology to understand real-world behaviour, and deliver the visceral shopping experiences that people crave.

4 #RealRetail blis.com Shoppers still visit local stores but their attention and discretionary spending is now being pulled in multiple directions. Therefore, retailers who can master using location-based data and technology to connect with shoppers and deliver value at the right place and time will win their hearts, minds and wallets.

To shed some light on the retail era, Blis and Sapio Research reached out to 5,935 consumers globally (including 453 in Singapore) in a global study to uncover the motivations, preferences, and behaviours of shoppers.

The report will look at 4 key trends:

Singapore loves to shop Where digital and real 1 2 world collide

While many retailers are struggling globally, In this section we explore how digital trends Singapore is seeing new stores open and shoppers have shifted demands in user experience. are enjoying the myriad retail opportunities before them. For retailers here, this is where understanding the profile and motivations of your consumer really comes into play; by using mobile location data you can identify who your target audience should really be and how they prefer to shop.

Influence and the psyche of 3 the impulse buyer 4 Sealing the deal

Where providing the right message to the Coming to grips with the consumer behaviours right consumer at the right time can make when it comes to paying for products. the difference in driving them in-store.

We’ll also look at the retail events that have the greatest impact on shoppers in Singapore: The Great Singapore Sale and Singles Day.

The headlines have got it wrong. The unfolding transformation of retail doesn’t exclude the presence of physical stores. To thrive, retailers must focus on shopper behaviour to keep their love of shopping alive. The goal of marketing should be to bring consumers into the store. It’s not only what shoppers in Singapore prefer, it is the cornerstone of bricks and mortars. And in this new phase of retail, accurate location marketing is going to play a vital role in driving this very important consumer touch point.

Ultimately, the right combination of insights will offer a recipe for success as brands adapt to - and attempt to stay ahead of - rapidly-shifting shopper behaviours.

5 #RealRetail blis.com Key 2 Takeaways

Singapore loves to shop

One of the most exciting findings from our research is that Singaporeans love to shop. 45% of respondents said they shop because it makes them happy, and nearly half – 49% – consider shopping a hobby. Those who consider shopping a favourite pastime are 55% women, and they fall across a broad set of age groups, between 25 and 65. That’s good news for retailers.

Although 79% say they shop when they need a specific item, 45% say they do so because it makes them feel happy

I shop when I need a specific item 79%

Shopping makes me feel happy 45%

I’m trend-conscious and like to keep 38% men vs. track of and purchase the latest items 32% 26% women

People I follow on social media influence my shopping decisions 23%

Other 1%

Q10. What motivates you to shop online or in a physical store?

6 #RealRetail blis.com 49% cite shopping as one of their favourite hobbies, more so than any others listed including dining out / trying new restaurants (39%), and playing video games (37%)

Male Female Shopping 49% 44% 55% Dining out/trying new restaurants 39% 18-24 25-34 35-44 45-54 55-64 66+

Playing video games 37% 36% 53% 50% 59% 55% 14% Going to the cinema/theatre 36%

Keeping fit 32%

Reading 31%

Playing or watching sports 22%

Arts/crafts 11%

Visiting museums 8%

Other 4%

Q26. What are your favourite hobbies?

The common theme among shoppers in the study is that they prioritise finding value above all else. 32% of respondents self-identified as “Researchers” who conduct extensive in-store and online research to get the best value for their money. “Bargain Hunters” represent another 28% of shoppers, and these value-seekers are less inclined to be loyal to any particular brand. They’re also less likely to make purchases impulsively.

7 #RealRetail blis.com Shoppers are most likely to perceive themselves as Researchers (32%) and Bargain Hunters (28%)

Researcher - You do thorough in-store and online research to get the best value for money 32%

Bargain Hunter - You are always on the hunt 33% women for value for money deals 28% vs. 24% men

The one on a mission - You have one goal in mind when shopping and once that’s done, 12% you’re out of the store

Loyalist - You are loyal to specific brands and 20% 18-24 more selective 12% year olds

Impulse Buyer - You may not be in the market for an item but if it catches your eye, you must 9% buy it there and then

Negotiator - You keep bargaining and comparing across online and in-store, until you 7% find the lowest price

Q9. What kind of shopper are you?

Not everyone shops the same way - even with the common goal of finding value – and we discovered remarkably different behaviours among the shoppers in our study. 67% of shoppers begin their journeys on shopping websites, but then visit a physical store to complete their purchase, a behaviour commonly referred to as “webrooming.” When asked why they shopped in this manner, 56% answered that they prefer to buy in-store so they can see the quality of the product before they buy, while 45% say they actually want to test the product first. On top of this, 43% believe they’re likely to find better deals online.

On the flipside, 63% of respondents admit that they’ve spent time looking for items in-store prior to purchasing online. This behaviour – the opposite of webrooming – is known as “showrooming.” Of shoppers who engage in showrooming, 54% do so because they believe they’ll find a better deal, at least some of the time. 40% simply find it more convenient to complete their purchase online.

8 #RealRetail blis.com 80% use their mobile phone when shopping in a physical store. The most popular reason for doing so is to ‘compare prices for the same item to ensure I am getting the best deal’ (72%)

80%

20% Yes

No

I like to compare prices online for the same item to ensure I am getting the best deal 72%

I like to read other customer reviews of products 51%

I like to see if there are discount vouchers online that I can use in-store or online 43%

I like to ask my family and friends for their opinion before making my final purchase in a 40% specific physical store

I like to check for messages and emails or take calls - this is unrelated to my shopping purchase 40%

If I’m buying food, I like to check the nutritional label information and compare with the 16% information available

I like keeping my followers and friends updated on my day and use my phone to post pictures 14% and updates

Other 7%

Q31. Do you use your mobile phone when you are shopping in a physical store? Q32. Why do you use your mobile phone when you are shopping at a physical store?

9 #RealRetail blis.com 63% say they have spent time looking for items in store before purchasing them online. The biggest for reason for doing so is that they can ‘sometimes get better deals’ (54%)

63%

Yes

No

37%

I can sometimes get better deals 54%

I find it more convenient 40%

I like to see the quality of the product before buying 37%

I like to test / try the product before buying 36%

I find it easier to see all options available 33%

It is a higher value item so I want to see it in person first 28%

I want to avoid crowds 28%

I can find things more easily 26%

I don’t have to carry around shopping bags with me 25%

I would not purchase online if they had a bad returns policy or process 19%

I need an item urgently 15%

Other 1%

Q35. In the last 60 days, have you spent time looking for items in a physical store and then made the final purchase online? Q36. Why did you make the final purchase online, after checking out an item in a physical store?

10 #RealRetail blis.com Mobile also factored heavily into the shopping journey. Only four percent of consumers interviewed had never made a purchase on their phones. A full 80% bring their mobiles into stores when they shop, primarily because they want to compare prices online for the same item to ensure they’re getting the best deal (72%). 51% want to read reviews from other customers before buying, and 43% use their smartphones to check whether there are any discount vouchers online that they can use to get a better deal.

For shoppers in Singapore, the brick and mortar store beats ecommerce. In fact, in every category except travel, shoppers preferred to visit a store rather than shop online. While mobile has made gains over desktop in many of these categories, shoppers still overwhelmingly prefer to leave the house to shop. This is especially true for groceries, where 79% of consumers go to the store versus 13% who shop on mobile.

For all categories apart from travel, a physical store is where people prefer to shop

5% Food & Groceries 3% 13% 79%

11% Furniture & Home Furnishing 6% 13% 69%

13% Household Appliances 7% 19% 61%

10% Clothing, Footwear & Jewellery 6% 28% 56%

12% Health & Beauty 9% Would prefer to shop online via desktop 28% 52% Would prefer to shop online via tablet

43% Would prefer to shop online via mobile Travel related purchase - Air tickets, 11% Train tickets, Hotels, etc 38% Would prefer to shop in a physical store 8%

Q13. While you may use all channels at some point in time, which is your most preferred method of shopping for the following categories?

This propensity to shop in-store is also good news for retailers: shoppers tend to spend more in physical stores, a trend that spans every category covered in the report.

Overall, then, we can see that respondents in Singapore love to shop, both online and in-store. And most importantly for brands, people are providing valuable data while engaging in one of their favourite hobbies – and that data can be used to target the right message to the right consumer, potentially influencing purchase decisions.

11 #RealRetail blis.com Where digital and real world collide

Every single day digitalisation spreads more deeply into people’s lives, and the insights from this study reveal that digital trends in retail are shifting demands in user experience.

Ultimately, what digital can offer is practicality and flexibility. For example, with massive online retailers like and Alibaba, there is almost no limit to the number of products for which one can shop – and the number of purchase options for each product – and purchases can be completed with a single click or tap. Accordingly, consumers in Singapore would like to see high-tech, innovative changes in retail spaces that mirror this digital practicality in physical stores. Consumers aren’t looking to shop less in-store, but shop differently.

We found that nearly half of respondents (45%) would feel more inclined to purchase an item in-store if shops were very large, because there would be more options available to them. Interestingly, 41% would prefer to see stores in the real world organized the same way they’re organized online. For example, as an alternative to organizing clothing displays by collection or designer, consumers would prefer to see all the shirts in one section, all the trousers in another, and all the jackets in still another. What’s more, 37% would like a self-checkout option to speed up payments, and a third would like retailers to offer tablets or similar devices to search the store’s inventory.

People would feel more inclined to purchase in a store if the shops were very large so they could look at every option (45%) and the items were categorized like online (41%)

I would prefer if shops were very large so I can look for every option available 45% Categorized items like online (i.e. I can find all tops in one section, all jackets in another, all jeans in another etc) 41% 47% women vs. 36% men Self-checkout option to speed up the payment 37% I would like it if the physical store had a tablet (or equivalent) where I could search through all the items 33% available in the physical store Food stalls 28%

Digital try-on options 26% 28% men vs. Using visual AI - the idea of taking pictures of desired 16% women items / inspiration on your phone and an algorithm 23% suggesting the closest similar options near you in store Augmented Reality 15%

I would prefer if shops were small 14%

Photo booth 13%

An in-store DJ 7%

Other 1%

Q41. Would you feel more inclined to make a purchase in a store if a brand offered the following experiences to enhance your shopping trip?

12 #RealRetail blis.com As online and offline shopping habits blend together, brands and retailers should consider offering a new, hybrid retail experience. To keep up with the pace of change, technological innovation is the key. If augmented reality or digital try-on functionalities were offered to enhance these experiences, 26% of consumers admitted that they would be more inclined to make in-store purchases. While the technology is still new, 15% of consumers would like access to visual AI, whereby algorithms detect features within the images of desired items on their phone and suggest the closest similar options near them in store.

Abandon shop!

Consumers want a more productive shopping experience - one that incorporates the practicality and flexibility of digital with the tactile benefits of shopping in-store. The reasons shoppers abandon stores make it clear that this productive experience needs to be a priority. The two main causes of abandonment are: a) the store is too crowded (61%) and that shoppers cannot find the right item (55%). Leveraging digital innovation to streamline the in-store shopping experience would be a smart way to prevent consumers from abandoning shops.

The main causes of abandoning a physical store are if the shopper can’t find the right item (55%) and if the store is too crowded (61%). The main causes of abandoning a purchase online are expensive delivery charges (58%) and items being out of stock (50%)

Abandon Physical store Abandon Physical store

The physical store is too crowded 61% Expensive delivery 58%

Can’t find the right item within Items I want are out of stock 50% the first half hour of arrival at the 55% physical store Too many ads on the screen 31% The physical store is too messy 46% I can’t find the right item with so many choices 30% There is not a sale on 35% I can’t find the most important item I started shopping for in the first place 29% The physical store is too hot /too 32% cold I like adding items to my basket, saving it, then revisiting the shopping website when a sale is on to make the final purchase at 29% The physical store is too noisy 32% a cheaper price

Can’t find a discount code 29% I don’t always walk into a physical 18% store to make a purchase I was browsing on my phone and then was interrupted, e.g. by a call, stepping off 24% No free WiFi or data connection was 12% a train/bus, conversation poor I put too many items in my basket and 21% Other 1% can’t decide which to keep / remove Navigation from social media to shopping site (and back) meant I lost items I had 19% stored

Other 0%

Q43. What would make you leave a physical store without purchasing anything? Q43. What would make you abandon your shopping basket online? 13 #RealRetail blis.com On the other hand, we found that the main causes of cart abandonment are expensive delivery charges (58%) and out-of-stock items (50%). As these are operational challenges, retail brands may struggle to overcome them, but the data shows that they clearly need to be addressed. Influence and the psyche of the impulse buyer

Since 79% of consumers shop with a specific product in mind, and 32% of shoppers surveyed consider themselves “researchers,” we can conclude that shopping in Singapore is, for the most part, a well-planned activity. With that in mind, brands would be wise to use data to target shoppers as they plan and research what they buy. However, our findings also show that a lot of purchase decisions are based on impulse.

While 49% say they shop because it makes them feel happy, and 45% cite shopping as one of their hobbies, shopping is influenced by many external factors. This means that with the right insight, impulse buys may represent a big opportunity for brands to tap into.

What location data can offer is a real-time insight into where people are or will likely be going. If a person visits a shopping centre, for example, retail brands in that centre can target ads for their nearby stores or products. So, it’s worth noting that 64% of impulse buyers say that after seeing an online advert outdoors, they decided to walk to the nearest store and look for relevant products. What’s more, 86% of those shoppers say they ended up purchasing the respective product as a result of the ad. This exemplifies the real power of location data and real-world intelligence for brands that are targeting impulse buyers.

64% say that after seeing an online advert outdoors they decided to walk to the nearest store and look for relevant products. 86% of those say they ended up purchasing the respective product

68% men said ‘yes’ vs 58% women 64% 86% 14%

36% Yes Yes

No No

Q33. Have you seen an online advert while outdoors and decided to walk to the nearest physical store to look for relevant products? Q34. Have you seen an online advert while outdoors and decided to purchase the respective product in the nearest physical store?

14 #RealRetail blis.com Data shows that out of home (OOH) advertising is one of the best mediums for influencing impulse buys. A full 68% of men and 58% of women were persuaded to visit a physical store by seeing an OOH ad. Those who said the ad resulted in them making an in-store purchase were mostly influenced by road-side billboards (32%), digital screens (29%) or on poster at a bus shelter or train station (24%).

The most common outside influencers on purchases are referrals from a friend / word of mouth (29%). Of those that said an outdoor advert influenced them to make a purchase, 32% said they saw it on a road-side billboard

69% women vs. 57% men

I needed to buy the item 63% A referral from a friend/word 29% On a road-side 32% of mouth billboard An online advert on my mobile phone / tablet 28% On a digital screen (escalators, shopping 29% Social media posts 28% centres)

Self started research 27% On a poster (train 24% An online advert on my station, bus shelter) desktop / laptop 25%

A TV advert 22% On a bus 13% An outdoor advert 14%

A radio advert 8% On a taxi 3%

Other 2%

Q39. What has influenced you to make a purchase in a physical store, in the last 60 days? Q40. You said an outdoor advert influenced you to make a purchase in a physical store, where did you see the advert?

Of course, digital formats work well too, and nearly a third (28%) of respondents say they were influenced to shop in-store after seeing an online advert on their mobile or desktop. But the data proves that if retail brands tailor their advertising to the right consumer at a particular time, this can maximise results -- whether it drives a consumer on the cusp of making a purchase or a consumer who isn’t in the market for a particular item at all. Using real-time location data, brands will know which road-side billboards to target or which shopping centres their customers are most likely to visit.

15 #RealRetail blis.com Other factors influencing purchase decisions include:

Friends and Family Opinion

Not surprisingly, people want approval from others about the purchases they are planning to make. “Will this coat look good on me?” “Does this sofa match the décor of my living room?” We are all familiar with these sorts of questions. Our findings confirm that of the 67% of people who search for products online but ultimately make purchases in-store, nearly a third (29%) seek the input of their peers before purchasing. An additional 28% were influenced by social media posts.

Brand Loyalty

Only 12% of consumers claim loyalty to a brand, so brands shouldn’t just be thinking about whether their customers are going to visit their own stores. It is necessary to know which other stores consumers shop in, and what motivates them to choose one store over another. To do this, brands will need more than just basic personal information. Location data and real-world intelligence will help paint the bigger picture. Sealing the deal

Once people are in your store to shop - online or offline - it is important to be aware of how the deal is going to be sealed. This is especially the case today, with new payment options regularly entering the fray and gaining popularity.

Whether shopping online or offline, consumers in Singapore prefer to use their credit cards. For nearly every purchase of any size, shoppers will pay with plastic over any other available option. The only exception is in-store purchases of less than $35: 44% of customers prefer cash for these smaller items. Debit comes in second place for most other shopping endeavours, with 29% of customers using their bank cards for purchases between $35 and $177 online, and 28% relying on debit for the same sized purchases in- store. Online, PayPal is a distant third, while mobile wallets seem to struggle for adoption – rates are in the single digits for purchases of any size across all options including Apple Pay, Google Wallet and others.

16 #RealRetail blis.com When shopping online, many prefer using a Credit Card for all sizes of payments. When shopping instore debit and credit cards are often used. For smaller purchases ($35 or less) cash is also popular (44%)

Online Shopping

51% Credit Card 47% 35%

25% Debit Card 29% 26%

10% Paypal 11% 16%

10% Cash on Delivery 8% 16%

3% Mobile Wallets - Apple Pay, 4% GrabPay, Google Wallet etc. 6%

1% Other 0% 0%

0% > $177 $35 - $177 <$35 Paylater - Klarna 0% 0%

Instore Shopping

53% Credit Card 49% 30%

28% Debit Card 28% 17%

10% Cash 11% 44%

6% Mobile Wallet - Apple Pay, 8% GrabPay, Google Wallet etc. 8%

1% Other 0% 0% > $177 $35 - $177 <$35

Q16. What is your preferred mode of payment when shopping online? Q17. What is your preferred mode of payment when shopping instore?

17 #RealRetail blis.com Another thing to consider is how much people are willing to spend online versus offline – and most shoppers, per our research, tend to spend more in-store. For that reason, retailers may choose to focus their marketing efforts on driving customers to their physical locations. The insights in this report may be helpful in guiding retailers to the strategies and tactics they need to improve their in-store traffic – and to help their customers have more productive retail experiences whether they choose to complete their purchases in-store or online.

Typically people are more willing to spend higher amounts when in-store than when online, especially for furniture & home furnishing items

Average (Median) Shown in SGD $

Travel related purchase - Air tickets, Train 564 tickets, Hotels, etc 624

371 Furniture & Home Furnishing 497

214 Household Appliances 260

120 Clothing, Footwear & Jewellery 180

79 Food & groceries 102

80 Health & Beauty 98 Online Instore

Q18. What is the maximum you are willing to pay for a single purchase online for the following categories? Q19. What is the maximum you are willing to pay for a single purchase in a physical store, for the following categories?

18 #RealRetail blis.com Local 3 Market nuances

GSS revival and Singles Day takes us by storm The Great Singapore Sale, or GSS, is the country’s largest shopping event. For 2019, it has been rebranded to GSS: Experience Singapore. The event will be shorter – reduced from ten weeks to just over five – and feature more festival elements. In 2018, GSS attached over 1.79 million tourists.[2] Now in its 25th year, the sale seems to have lost some of its early appeal[3]. The revamping of GSS, which will now feature an outdoor runway, screenings of films by local filmmakers, and tours of local landmarks, is hoped to rekindle excitement.

Locals remain interested in finding deals at GSS. 81% of survey respondents are interested in shopping for in-store deals during the sales. Of those interested, the Orchard area is the most popular location to shop (28%). Unsurprisingly, this area will host some of the highlights of the 2019 event, including pop-up shops and fashion shows.

81% are interested in shopping for in-store deals during the Great Singapore Sale. Of those interested, the Orchard area is the most popular location to shop (28%)

Interest in Great Singapore Sale Favourite locations to shop

Orchard area 28% Shopping Centres / Malls 7% Very interested 39% Takashimaya 7% Bugis 4% Vivo City 4% Somewhat interested 42% Metro 4% Online 4% Expo 3% Not interested 15% Jurong area 2% Robinsons 2% Suntec 2% I have never heard of the Great Singapore Sale 4% Chinatown 2% Giant 2%

Q20. How interested are you in shopping for great in-store deals during the Great Singapore Sale? Q21. What are your favorite locations to shop from during the Great Singapore Sale?

19 #RealRetail blis.com 39% of shoppers are “very interested” in GSS, reinforcing the event’s significance for retailers. Since consumers have said that they’re most likely to interact with ads on (73%) and Instagram (58%) retailers may want to consider reaching interested, nearby shoppers with offers on these platforms. Combining online ads with OOH is also an effective strategy, since (as noted earlier) 32% of shoppers were influenced by billboards to go to a nearby store.

In contrast to the outdoor festivities of GSS, Singles Day is a predominantly online event. November 11 may have been a holiday before 2009, but Alibaba single-handedly made it the most significant online shopping day in history. In 2018, the company grossed $30.8 billion on 11/11, opening the day with $1 billion in sales in the first minute[4]. While Singles Day may have started as an Alibaba event, other online retailers have jumped on the bandwagon and now offer special promotions and pricing on the same day.

83% are interested in shopping for great online deals during Singles Day / 11.11. Of those interested, their favourite websites to shop from are Lazada (60%), (43%) and Shoppee (33%)

Interest in Singles Day / 11.11 sale Favourite online website

Lazada 60% Qoo10 43% Very interested 42% Shoppee 33% 83% Amazon 27% Zalora Somewhat interested 41% 18% 18% RedMart 18% Asos 7% Not interested 12% Honestbee 6% 6% ave never heard of HipVan 2% Singles Day / 11.11 sales 5% Other 7% Giant 2%

Q22. How interested are you in shopping for great online deals during Singles Day / 11.11 sales? Q23. What are your favourite online websites to shop from during Singles Day / 11.11 sales?

20 #RealRetail blis.com 4 Conclusion

For many categories, physical stores are still the preferred place for consumers to shop, with the most popular being food and groceries (79%), furniture (69%) and household appliances (61%). Preference for online shopping for clothing and health/beauty products is close to 30% for both categories, and – as mentioned – Singaporeans prefer to book their travel online.

The data speaks for itself: the brick-and-mortar store is very much alive and well. What we are seeing is that the online and offline worlds are merging, which has led to a shift to consumer behaviour - and retailers must respond by meeting consumers in the places they shop, online and off.

To keep the pulse going through physical retail, however, it’s clear that brands must do their best to understand consumer sentiment along the path to purchase. As we have seen, mobile is a crucial medium for marketers if they are to successfully reach customers walking this path. Shoppers have their mobiles with them all the time - at home, in the store, at work. It’s not only a way to reach them when they’re ready to shop or purchase, it’s also a tremendous source of insight into their behaviour in the physical and digital worlds.

Retailers can leverage location data to reach shoppers within easy distance of their stores and draw them in with tempting offers. This data can help engage customers who’ve been in their retail locations (or competitor locations) or within view of an outdoor ad - and reach those people with messages that will bring them to the store. Most importantly, location data can help retailers understand who their customers are by revealing where they go and what they do. This is real-world intelligence that can help brands and stores know what their customers want and need from them, and how and when they want to receive those offers.

To target and engage people at each stage of the shopping journey, location data is crucial. Insights into where consumers are going allow retailers to highlight key trends in consumer behaviour. With this knowledge, retail brands will be able to offer the innovations that today’s consumers expect from their shopping experience.

21 #RealRetail blis.com 5 Research methodology

• Blis sponsored Sapio Research to interview 5939 consumers across seven global markets, including 453 from Singapore. The sample was balanced by age and gender to ensure representative results. • At an overall level results are accurate to ± 4.6% at 95% confidence limits assuming a result of 50%. • The interviews were conducted by Sapio Research in April / May 2019.

6 About Sapio Research

Sapio Research, established in 2016 and shortlisted for the MRS (Market Research Society) award for best new research agency that year), is a global, full-service market research consultancy providing high quality insights which deliver against key business objectives and inform messaging.

22 #RealRetail blis.com 7 References

[1] https://sbr.com.sg/retail/in-focus/singapore-malls-could-face-retail- apocalypse-us-counterparts

[2] https://www.straitstimes.com/lifestyle/gss-takes-on-a-festive-air

[3] https://www.straitstimes.com/singapore/great-singapore-sale-to-be- revamped-shortened

[4] https://www.cnbc.com/2018/11/11/alibaba-singles-day-2018-record-sales-on- largest-shopping-event-day.html

23 #RealRetail blis.com Blis is the global leader in real-world intelligence. We specialise in understanding real, human behaviour by analysing vast quantities of mobile location data. This gives businesses a uniquely powerful tool: the truth about what people actually do, to deliver real consumer engagement and measurable sales uplift.

Our Smart Platform provides unmatched transparency, accuracy and scale through three proprietary technologies: SmartPin, Smart Scale and Smart Places. This enables more effective planning, activation and measurement for marketers and business decision makers alike, fuelling the next generation of insight-driven marketing.

With 31 offices across five continents, Blis works with the world’s largest and most customer-driven companies across all verticals including Unilever, Samsung, McDonald’s, HSBC, Mercedes Benz and Peugeot, as well as every major media agency to reach over a billion mobile devices a year. To learn more, visit blis.com.

[email protected]

24 #RealRetail blis.com