As consumers across Hong Kong (SAR) and Chinese Mainland cities within the Greater Bay Area (GBA) continue to adjust to life nearly three years since the onset of the COVID-19 pandemic, retailers and brands are discovering that many shopping habits that changed during the pandemic are enduring in the ‘New Normal’ environment.

Our sixth annual study on omnichannel retail trends in the Greater Bay Area co-sponsored by KPMG China, GS1 Hong Kong and HSBC explores to what extent consumer and business practices that became popular during the pandemic are likely to endure moving forward, and how corporate strategies align with consumers’ evolving preferences.

2,065 consumers and 342 senior retail industry executives in Hong Kong and nine Chinese Mainland GBA cities were surveyed. We also conducted in-depth interviews with market-leading brands, retailers, e-commerce marketplaces industry consultants and technology service providers to provide a comprehensive analysis of key challenges and opportunities facing the industry.

Topics covered in the study include:

  • Omnichannel experience
  • Meeting customer expectations
  • Identifying with customers’ values
  • Technology to improve user experience
  • Data and trust
  • Logistics and service delivery
  • Payments and embedded finance

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