DATA POINTS: How to touch the unmoved Chinese shopper

Today’s Chinese shoppers need something that goes beyond the transactional task of buying, according to a collaborative report by TBWA China, The Integer Group China and Shanghai-based research agency Jigsaw International called ‘Checkout China’. The four shopper archetypes identified in the report reflect how most shoppers are no longer motivated solely by rational drivers like value and convenience, but have higher requirements on the experience and enjoyment of shopping—even in a hypermarket setting.