Channel News Asia
In an episode of ‘Money Mind’ on Channel News Asia, BCG’s Aparna Bharadwaj discusses how brands throughout Southeast Asia are experimenting with “shoppertainment,” which seeks to engage consumers and drive online sales through educational and entertaining content. According to a recent BCG report, technology has developed and consumption patterns have evolved to the point that the e-commerce market is oversaturated—and digital consumers are losing steam. Bharadwaj explains how shoppertainment can capture the attention of digitally exhausted consumers, creating an immersive shopping experience that appeals to both functional and emotional demands.