The e-commerce market is experiencing robust growth, leading to continuous changes in consumer behavior and expectations. Amidst a "forest" of competing brands, consumers are no longer easily swayed by simple discount programs. Instead, they seek new, exciting shopping experiences that provide real value. Recognizing this mindset, Shoppertainment - a fusion of Entertainment and Shopping - has emerged and quickly become a prominent trend, promising to explode in the near future.
The Value Of Shoppertainment In The New Era
Shoppertainment is not merely about incorporating entertainment into shopping activities but is an art of subtly and effectively connecting with customers. Rather than approaching directly with dry advertising messages, Shoppertainment focuses on creating engaging content that attracts viewers and subtly leads them to make purchase decisions naturally.
According to TikTok's 2024 report, the Asia-Pacific (APAC) market is witnessing the rise of Shoppertainment. 79% of TikTok users in this region indicated that content focused on the value and quality of products influences their purchasing decisions more than promotional programs. This shows that consumers are becoming increasingly savvy and tend to choose products based on the real value they provide.
Source: TikTok Report 2024
Classification Of Customer Groups In The Shoppertainment Era
The report on Asia-Pacific consumers has classified them into two main groups:
1. Social-oriented Group:
- Common in markets like Vietnam, Thailand and South Korea.
- Trust product reviews from the community, especially from content creators on social media (like TikTok).
- Value the experiences and opinions of other users.
- Less influenced by advertisements and promotions.
- Typically do not make impulsive purchases but base their decisions on community feedback.
2. Product-oriented Group:
- Typical consumers from Japan and Indonesia.
- Focus on information, features and benefits of products.
- Seek detailed information from websites, in-depth reviews...
- Easily attracted by promotional programs.
- Rarely make emotional purchasing decisions, instead relying on logic and calculations.
Appropriate Approaches For Each Customer Group
The differences in consumer behavior between the two groups require brands to have suitable approaches:
For the Social-oriented Group:
- Collaborate with influencers.
- Build social media communities.
- Create relatable, authentic content.
- Increase interaction with customers on social media.
- Encourage customers to share real experiences with the product.
For the Product-oriented Group:
- Provide detailed, transparent product information.
- Implement attractive promotions and offers.
- Invest in websites and in-depth reviews.
- Use high-quality, professional product images.
- Ensure attentive, professional customer service.
Conclusion
Shoppertainment is not just a fleeting trend but the future of e-commerce. By understanding customer psychology, applying technology and being creative in their approach, businesses can fully exploit the potential of Shoppertainment, thereby increasing sales and enhancing brand position in the market.
To adapt to the rapid changes in the market and capture new consumer behaviors, businesses need a partner with a deep understanding of e-commerce and the ability to provide comprehensive solutions. Lameco is proud to be a pioneer in the operation and development of brands on the e-commerce platform, accompanying businesses to achieve success in the digital age. Contact Lameco immediately to receive dedicated and prompt consultation and support.
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