43% of S’pore retailers struggle with brand awareness: survey

Ad and email fatigue amongst the main hindrances in building brand awareness for retailers.

In Singapore, 43% of retailers struggle with brand awareness when engaging with customers at the start of the consumer journey, Twilio reported.

Singapore retailers also face challenges in brand conversion (24%) and retention (22%). 

The survey also revealed that overcoming ad and email fatigue is the biggest challenge (32%) retailers face in building brand awareness, followed by a limited understanding of consumer behavior (29%) and difficulty measuring marketing effectiveness (28%).

Meanwhile, 63% of Singapore consumers prefer interacting with brands online through websites, mobile apps, email, e-commerce marketplaces, or social commerce sites, whilst 25% are most responsive in brick-and-mortar shops.

To improve customer experience, Singapore retailers leverage customer data to personalise experiences (45%), expand communication channels (22%), and increase communication frequency with customers (18%).

In the next 12 months, Singaporean retailers will explore new customer engagement methods, including influencer engagement (29%), gamification (22%), and live streaming (18%).