How to court disloyal shoppers

Shoppers no longer want to stick to the same stores, preferring to visit a variety of stores online and off.
Shoppers no longer want to stick to the same stores, preferring to visit a variety of stores online and off.PHOTO: ISTOCKPHOTO
Shoppers no longer want to stick to the same stores, preferring to visit a variety of stores online and off.
MS JEANNE DANUBIO, head of global retail at market research firm NielsenST PHOTO: SYAMIL SAPARI
Stores like (clockwise from left) Muji and the Apple Store offer more than shopping, while Sephora launched a mobile app that adds experience into digital shopping by letting shoppers try on make-up virtually.
Stores like Muji (above) and the Apple Store offer more than shopping, while Sephora launched a mobile app that adds experience into digital shopping by letting shoppers try on make-up virtually.PHOTOS: ALVIN HO, ST FILE, SEPHORA
Stores like (clockwise from left) Muji and the Apple Store offer more than shopping, while Sephora launched a mobile app that adds experience into digital shopping by letting shoppers try on make-up virtually.
Stores like Muji and the Apple Store (above) offer more than shopping, while Sephora launched a mobile app that adds experience into digital shopping by letting shoppers try on make-up virtually.PHOTOS: ALVIN HO, ST FILE, SEPHORA
Stores like (clockwise from left) Muji and the Apple Store offer more than shopping, while Sephora launched a mobile app that adds experience into digital shopping by letting shoppers try on make-up virtually.
Stores like Muji and the Apple Store offer more than shopping, while Sephora (above) launched a mobile app that adds experience into digital shopping by letting shoppers try on make-up virtually.PHOTOS: ALVIN HO, ST FILE, SEPHORA

Disloyal consumers now prefer to shop at any place that offers them good buys, convenience or service, and stores are fighting back

Shoppers have no qualms about being disloyal these days.

This trend intrigues Ms Jeanne Danubio, head of global retail product leadership at market research firm Nielsen, who says consumers are now more likely to shop through multiple channels both online and off, and to visit a variety of stores rather than focusing on a one-stop shop.

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A version of this article appeared in the print edition of The Straits Times on June 29, 2018, with the headline 'Catching the hearts of fickle shoppers'. Print Edition | Subscribe