Global trend forecasting firm WGSN said it expects more shoppers to return to brick-and-mortar stores in Southeast Asia, with the region enjoying a simultaneous growth in online shopping as e-commerce continues to thrive in a postpandemic world.
Tang also cited Vincom, the largest operator in Vietnam, has reported a more than 30 percent increase in foot traffic year-on-year as of August of last year.
Despite the rebound in in-store shopping, Tang said that they expect online and omni channels to continue to grow, as shoppers now have expectations of being able to compare stocks in other locations and order products in real time in stores. “Tech-savvy phygital consumers that have grown accustomed to contactless self-services despite returning to in-store shopping are able to move seamlessly between online and offline channels,” she added.
According to the WGSN report, phygital—a cross of the words physical and digital—has become a trend used to describe shoppers who are returning to in-store shopping while still being able to move seamlessly between online and offline channels. The same report says that shoppers who use online and offline channels now account for 79 percent of shoppers in Asia-Pacific, highlighting the importance for retailers to maintain a presence in both fields. INQSubscribe to our daily newsletter
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