Restarting retail: How online can complement offline in APAC

COVID-19 has propelled the greater use and acceptance of e-commerce during lockdowns, thereby challenging physical retail’s function. A trends report by market intelligence agency Mintel analyses whether APAC consumers will continue with the new online habit going forward.

Why it matters

Offline is facing a strong challenge from online, no thanks to the pandemic. However, physical retail still has a place in consumer need, and physical stores that want to lure shoppers back into brick-and-mortar can look to China.

Five findings

• Online adoption will continue in China, benefitting from its convenience and powerful ecosystem.
• However, there will still be consumer interest to visit stores to enjoy fun and unique experiences that cannot be replicated online.
• Brands can use both online and in-store engagement, adapting the roles and formats of both to meet new consumer needs.
• To appeal to consumers who have enjoyed the benefits of online shopping, agile offline retailers must offer more services and experiences than just buying.
• Three key themes where consumers see a benefit to in-store shopping over online are: discovery, interaction and information.

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