Singapore – Global ad location Blis has announced that it will be rolling out its Consumer Confidence Pulse in Singapore, which acts out as an interactive dashboard that is built on existing trending data around consumer mood to analyze COVID anxiety.
Said dashboard also now tracks consumer movement over a rolling 13-month period, across 18 retail and lifestyle sectors including airports, gyms, malls, restaurants and grocery stores.
The platform launch comes after COVID concerns in the country had been at an 18-month low before the latest Phase 2 or heightened alert measures. Blis also notes that retail foot traffic remains steady versus the same time last year., adding that the number of people choosing to invest their money rose sharply between June-July 2021 further suggesting confidence is returning.
“Since the start of the pandemic, we’ve seen brands pivot their operations, strategy and messaging multiple times to meet their consumers’ concerns about safety. The new dashboard will be an invaluable tool for brands to get ahead of the curve by ensuring their campaigns and messaging are striking the right tone and audiences at the right time,” said Emma-Jayne Owens, managing director at Blis.
Each month, the platform tracks responses to four questions around the economy, household financials, spend intent and COVID-19 anxiety. Coupled with consumer movement analysis, the dashboard enables brands to better understand trendlines by industry sectors.
For Alex Wright, global insights director at Blis, their data shows that consumers around the world are capable of exercising their own caution in advance of government-imposed restrictions. He added that while Singapore struggles through its latest set of restrictions, recent history suggests the post-lockdown recovery this time around may not be as gradual as when the pandemic first started.
“In Singapore, our respondents posted the lowest level of COVID concern across the 9 markets we track, prior to Phase 2 measures. This is likely linked to Singapore’s high vaccination rate and low death rate. Even so, consumer mobility in July demonstrated caution amidst rising cases until the tightening of restrictions on 22 July. Despite this caution, retail foot traffic remains steady versus the same time last year,”
The platform is currently rolled out as well across the UK, USA, Netherlands, Italy, and Australia. The markets of India, New Zealand and the Philippines will see the platform launch in the coming months.