TARGETING CHINA’S MULTICHANNEL CONSUMERS
Every year since 2014, Epsilon conducts proprietary consumer research across China to gain customer perspectives on topics that matter to brands. For the 2019 report, we probed the continued evolution of China as a highly competitive, always-on, multi-channel market.
Consumers are on the receiving end of a high volume (and variety) of brand communications, so they are ever more discerning on the content they engage with, and what channels they scan. However Chinese consumers are very active, and willing to take a wide variety of actions for their favoured brands.
One thing is certain: in this very large market, gathering and mining data for actionable insights has therefore become critical for cost-effective targeting.
We found China consumers are responsive, keen to interact with favoured brands across multiple channels.
- Respondents name WeChat as the most preferred channel for brand promotions (62%) and transactional information (70%)
- More than half indicated a preference for instant cash rebates according to points accumulated, whilst the lowest interest was expressed for VIP treatment at workshops/activities/events.
- When satisfied with a brand interaction, up to 45% reported that they would be likely to take different actions varying from searching online, downloading an app or sharing the experience.
About Epsilon
Positioned at Publicis Groupe's core, Epsilon is a leader in interaction management, empowering brands to transform ordinary customer experiences into meaningful, human experiences. Our connected suite of products and services combine leading-edge identity management, industrial strength data and technology expertise with big brand acumen gained over five decades working with the industry’s top brands. Our human-powered, data-led marketing delivers unmatched depth, breadth and scale to help brands turn meaningful human interactions into exceptional business outcomes.
For more information, visit apac.epsilon.com or follow us on Twitter @EpsilonAPAC.
Epsilon® is a trademark of Epsilon Data Interactive, LLC.
For more information, visit apac.epsilon.com or follow us on Twitter @EpsilonAPAC.
Epsilon® is a trademark of Epsilon Data Interactive, LLC.
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