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Singaporean shoppers prefer shopping in store

Photo of shopping bags
Shoppers buy more in stores Photo: Bigstock
Photo of shopping bags
Shoppers buy more in stores Photo: Bigstock

Singaporean shoppers still prefer in-store shopping, a study by UK mobile tech firm Blis shows. The Real Retail Study analysed shopper behaviour in Singapore, and concluded the desire to shop in store is also very much alive, especially when it comes to food and groceries (79 per cent), followed by furniture and home furnishing (69 per cent), and household appliance (61 per cent).

Consumers are also willing to spend higher amounts when shopping in store, with 81 per cent indicating they will be looking out for in-store deals during the upcoming Great Singapore Sale.

Four in five local consumers use their mobile phones 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 per cent), followed by reading other customers’ product reviews.

Two in three local consumers say they have spent time searching for items on shopping websites but made the final purchase in store. The main reason for doing so is that they ‘like to see the quality of the product before buying’ (56 per cent).

Sixty-three per cent of local consumers say they have spent time looking for items in stores before purchasing them online. The biggest reason for doing so is that they can ‘sometimes get better deals’ (54 per cent).

“Our findings show that Singapore consumers still massively value shopping in store, and that any talk about physical retailers being rendered obsolete by e-commerce is premature,” said Richard Andrew, MD for Asia at Blis.

“Shoppers’ attention and discretionary spending are now being pulled in multiple directions, meaning retail strategy has to evolve. In a mobile-first world, retailers have to master new approaches like location-based data to connect with shoppers at the right place and time to win their hearts, minds and wallets.”

The study also shows how much Singaporeans love to shop. Forty-five per cent of respondents said they shop because it makes them happy, and nearly half – 49 per cent – consider shopping a hobby. Of them, 55 per cent are women aged 25 to 65.

When it comes to payment, whether shopping online or offline, Singapore consumers prefer to use credit cards for nearly every purchase of any size. In store, when spending less than $35, cash is preferred.

“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,” Andrew concluded.

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