Insight Report

KPMG Retail’s Realignment

30 Jun 2021

The road ahead for omnichannel in the Greater Bay Area.

Our study looks at changing consumer behaviours during the ongoing COVID-19 pandemic and how retailers have responded in terms of integrating digital technologies to create a seamless online-to-offline experience, engaging consumers through a wide variety of digital and physical channels, and meeting customer expectations with regards to quality, authenticity, fulfilment, customer service and brand values. It also examines related corporate strategies for the coming two years and how those strategies align with consumers’ evolving preferences.



Key takeaways

The Insight Report presented the following observations:

  • Align data collection practices with analytics capabilities and consumer preferences.

  • Harness technology to meet consumer expectations for experience and product authenticity.

  • Adapt O2O strategies to reflect the changing roles and interconnectivity of digital and physical retail channels.
  • Leverage the GBA, EdTech and third-party tech providers to source qualified talent and upskill/reskill workers.
  • Tailor products, services and marketing for Gen Z and other demographic groups.
  • Develop comprehensive strategies for expansion in the GBA and other Asian markets, taking into account the need for localisation and back-office considerations.

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