What brands need to know about the rise of Asia’s “Convenience-driven consumer”

Criteo’s Taranjeet Singh says the pandemic introduced convenience to consumers through online shopping and they are now used to having faster and better services and having products delivered to them.

It has been a full year since March 12, 2020, when COVID-19 was declared a global pandemic. Much has changed since then, when 81 million jobs vanished last year amid the disruption and devastation, and nearly US$3 trillion in economic losses in APAC alone.

However, the pandemic also accelerated innovation. It significantly impacted living preferences and habits, specifically in favour of brands that provide unparalleled convenience to consumers. Grocery stores now offer seamless delivery or kerbside pickup services, gyms are being replaced by at-home fitness apps and videos, and the list goes on.

The convenience-driven consumer is here to stay...

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