Shifting Customer Engagement in the Multichannel Retail Era: Understanding changing behaviours, delivering engagement and measuring ROC (Return on Customer)

Teeradet Dumrongbhalasitr and Vijay Balaji M

This paper looks at the change of customer behaviour in the era of multichannel retail in order to deliver engagement in the Thai market.

Introduction

Consumers are making significant changes in the way they shop for groceries and this has important implications for brands and retailers. In grocery retail, across the globe, many brands now see from one-fifth to almost half their sales from online purchases. However, not all markets adopt online grocery shopping at the same pace. Did you know that 99.9% of customers in Thailand shop for products in-store? However, 55.8% of Thailand's population is connected to the internet. There is a need to form a bridge between digital technology and grocery purchase, the answer is not 'online' at the moment for...

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