Emerging consumer behaviours reshape retention in Asia

Greg Paull

Across Asia, fast changing consumer behaviours – such as e-wallets and a focus on convenience – are forcing brands to rethink customer retention strategies.

Customer retention

This article is part of a series of articles from the WARC Guide to customer retention. Read more.

Social distancing, work-from-home mandates, and digital disruption have signalled a change in consumer behaviours across Asia. As such, customer retention strategies are changing too.

Loyalty and rewards programs built on time and mobility are fading in relevance, with consumers seeking more immediate rewards as they focus on the everyday. People want retention programs that reward them with what they want, when they want.

Appealing to a tough crowd

Asia-Pacific consumers have a reputation for having the lowest levels...

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