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Trend Q&A: E-commerce in Southeast Asia and more

Post-arabica coffee, retail revamped, e-commerce. Polaroid-style image of two lattes and one long black
WGSN Original Image, Nathan Dumlao/Unsplash
Apr 06, 2022 By WGSN Insider

The impact of global warming on coffee, e-commerce in Southeast Asia and returning to pre-pandemic retail. That and more on today’s episode.

Want to know what’s next? Listen to the show where our experts from around the globe unpack your biggest challenges. This week, WGSN’s President and CEO Carla Buzasi takes us to London, Singapore and São Paulo. Hear from the friendly faces of our Food & Drink, Research Hub and Localisation teams.

Watch the full episode below or read on for highlights of this episode:

Q: Will global warming impact my morning cup of coffee?
“I’m afraid so. Arabica coffee crops have been negatively impacted by changes in the climate and extreme weather events. But the good news is the robusta bean is being grown in many places in the world and makes up the base for many exciting coffee cultures, including Vietnamese, which is becoming more popular and common in the West.”
– Tom Gatehouse, Strategist, WGSN Food & Drink 
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Q: What strategies can help strengthen my e-commerce offerings in Southeast Asia?
“First and foremost, one size does not fit all in Southeast Asia. It’s essential to understand regional differences and local preferences, so drill down into your sales metrics and explore regional and local hashtags to identify consumer preferences. Use hyperlocal targeting and dynamic creative advertising to achieve mass reach with precision for reducing abandoned cuts. Integrate your platforms with localised payment offerings.”
– Alison Ho, Consumer Researcher, WGSN
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Q: Since we’re slowly moving away from lockdown restrictions, should retailers go back to pre-pandemic practices?
“No, at least not only. Since people are getting used to buying online, retailers must see the store not exclusively as a place to sell, but also a place for experiences. And when we say experience, we’re talking about a range of possibilities, from testing a new fragrance to something unthinkable in the past, such as hosting a wedding ceremony.”
– Naia Silveira, Portuguese Junior Localisation Editor, WGSN
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