Ready for an intriguing perspective on Barbie? The Ipsos Malaysia Qualitative team takes you on an exploration of ‘Barbiecore’ – a global consumer trend that’s much more than a movie narrative.
During these challenging, post-pandemic times, Barbiecore brings a breath of fresh air by invoking feelings of joy, escapism, and resurging nostalgia. It's more than a doll or a movie; it's a movement embracing the power of femininity like never before.
Join us as we uncover how it harnesses a sensory brand strategy to captivate audiences, crossing borders, age groups, genders, and socio-economic lines. Let's step into the pink-tinged movement that is Barbiecore!
Black Friday marks the last mile of 2021 – and the "official" start of the Christmas season. (Sh)elves have been dressed in holiday costumes for weeks, and gift-givers have been hard at work preparing for end of year celebrations. Now, just one month ahead of Christmas, we wanted to find out what’s topping 2021 wish lists and how shoppers are progressing.
近年來電子商務的快速崛起造成對實體通路業者之巨幅衝擊。從經濟部統計處最新公布的經濟情勢顯示，各個國家透過網路購物占零售業營業額之比重逐年升高。因受惠於網路環境佳與高普及之智慧型手機，增加了線上購物的方便性，也使得台灣電商市場的銷售金額越來越高。The rise of e-commerce has caused many physical channel operators to suffer in recent years. According to the latest economic trend released by the Department of Statistics, Ministry of Economic Affairs, share of e-commerce sales in total retail industry has increased year over year worldwide. Taiwanese e-commerce retailers are booming with continued revenue, benefiting from the mature Internet environment, massive smartphone usage, and the convenience of online shopping.
即時訊息替零售業者（或品牌）與它們的消費者開啟了新的溝通管道。根據Facebook，在美妝零售業者Sephora開始透過Messenger提供預約服務後，它的店內美容預約成長11%。而Whole Foods是另一個快速跟上Messenger使用潮流的零售業者。去年夏天它發行了食譜聊天機器人，消費者只要在Facebook Messenger輸入食材或料理類型，就能夠得到主廚機器人的建議，讓消費者隨時隨地都能輕易發掘食譜。
Chat is opening up new channels of communication between retailers (or brands) and their customers. According to Facebook, after Sephora, the beauty products retailer, launched its appointment schedule service via Messenger, its in-store makeover bookings increased by 11%. Whole Foods was another retailer quick to pick up on the use of Messenger. In summer last year, it launched a recipe chatbot, where shoppers could get recommendations from a robot chef through Facebook Messenger, by texting ingredients or cuisine type, to inspire shoppers anywhere, anytime and make recipe-discovery easy.
和顧客對話不只是一般基本的顧客服務，它也是能讓銷售數字更漂亮的重要一環。但是真的所有的顧客都喜歡和銷售員聊天嗎？銷售員又怎麼知道哪些顧客會喜歡和銷售員互動呢？一句友善的「你需要幫忙嗎？」是無法開啟對話的，因為這樣非是則否的封閉式問句通常只會得到一個標準回答：「不用謝謝。」接者顧客就會悄悄地飄出店家。但如果是以開放式問句如：「想要找什麼樣的大衣呢？」甚至「你今天過得如何呢？」來做開場白，你就會發現顧客能比較放鬆地與店員對話。
Talking to your customers isn’t just basic good customer service – it is essential if you want to optimise sales. But how do you make your staff interact in the way you want them to? A friendly ‘Can I help you?’ enquiry won’t always cut it. It’s a closed question and chances are you’ll almost always get the standard ‘No’ for an answer before your customer quietly skulks out. But ask them an open-ended question ‘What style of coat are you looking for?’ or even ‘How are you today?’ and you will find the customer will be more comfortable in having a conversation.
益普索在市場研究及消費者洞察的專業已經是全球知名領先者，在過去四十多年來益普索也伴隨著消費者及品牌們一起經歷零售業的改變及成長。在這邊我們將分享過去四十年來所觀察到零售商的變化，以及未來的發展趨勢。We are known throughout the world for being a leader on market research and customer insight. To celebrate our 40 years in the industry, this four-part blog series looks at how the retail landscape has changed – and what the future has in store.
