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Brand accessibility vital in Singapore

News, 26 January 2016

SINGAPORE: Around half of Singaporeans think their experience with brands would be more satisfying if "the brand is available when I need it", according to a new survey.

This was the top response in an online poll of 1,074 residents of the city state for marketing company Epsilon. In A quick look at customer experience in Singapore, fully 47% cited availability the main thing that would improve their experience with those brands they interacted with most often, a figure that rose to 52% among 18-24 year olds and to 57% among higher income respondents.

And in a related finding, customer service and support was also seen as an important factor, with 42% putting it in their top three considerations. "It adds to the brand value and that is what customers are also buying," the report noted.

Being able to rely on the safety of products was in third place (40%), just ahead of consistent interactions with the brands, a rewards program, a unique shopping experience and the fun of such interactions (all 38%).

The importance of the brand experience was further highlighted in the findings about consumer reactions to good and bad ones.

More than half of Singaporeans will tell family and friends about a bad experience (57%), whilst a similar proportion will share details of a good experience (55%).

And they won't just talk about a bad experience: 59% said they will reduce their purchase frequency after having a very bad experience of a brand; 55% will stop buying from the company altogether.

For high-income consumers the effects are even more marked, with 72% claiming to reduce purchase frequency as a result of a bad experience.

As regards consumers' current interactions with their preferred brands, these most often took place via browsing brand websites (50%), followed by shopping in store (42%) and checking out advertisements (41%).

There were also distinct channel preferences for receiving information from brands, depending on category.

In high frequency categories, like banks, grocers and airlines, between 25% and 27% of busy Singaporeans said they liked to receive information via mobile apps.

Email, however, was preferred in the e-commerce (45%), restaurant/eateries (39%), financial service providers (45%), and travel (47%) categories.

Data sourced from Epsilon; additional content by Warc staff