You are a market strategy specialist looking to compile information about consumer trends for a presentation you are giving to your colleagues.
🚀 Learning Objectives
Learners experience functions and interface of Copilot
Can search internet with natural language to obtain specific high-quality sources
Understand the importance of prompt specificity
🛠️ Tools
Try this prompt
Can you summarize consumer trends in Asia Pacific 2024
Response I got
Certainly! Here are some key consumer trends in the Asia Pacific region for 2024:
Healthier Lives:
Focus: Health and wellbeing are top priorities for consumers, with a significant emphasis on diet, nutrition, physical exercise, and mental health.
.
Conscious Living:
Focus: Environmental and ethical considerations are driving consumer choices.
Trends: Actions like minimizing food waste, choosing eco-friendly packaging, and reducing car travel are becoming more common. .
Changing Social Occasions:
Focus: Home-based social gatherings and activities are gaining popularity.
.
Value Hacking:
Focus: Consumers are becoming more cost-conscious and seeking value for money.
.
Polarisation:
Focus: There is a growing divide in consumer preferences and behaviors.
.
Population Change:
Focus: Demographic shifts are influencing market dynamics.
.
These trends highlight the dynamic and evolving nature of consumer preferences in the Asia Pacific region, driven by health, environmental concerns, and economic factors.
If you need more detailed information on any specific trend, feel free to ask!
Copilot often provides responses along with website references by default. Note that Copilot read all the search results and summarized them for you in one coherent response. This makes Copilot more powerful than a regular search engine in internet research.
What is a prompt?
We have just run a prompt. What is a prompt?
A prompt refers to the initial input or instruction provided to the model to generate a response.
It serves as the starting point for the model’s creative output. When you give a prompt, the LLM processes it and generates a continuation, which can be anything from an answer to your question to an entire story, poem, or code snippet.
The quality and relevance of the generated content
depend on the clarity and specificity of the prompt.
How to write a better prompt?
There are many ways to improve on the prompt. It requires you to have clearer ideas about what is it that you want to achieve in this task.
Ask for specific types of content
Can you compile a list of links to articles and analysis on marketing tactics deployed in grocery delivery apps in the Asia Pacific region (China, Korea, Japan) to boost in-app sales and enhance mobile app engagement? Please include reputable sources such as news articles, analysis articles, and blog posts from well-regarded websites. Extract specific technology they used (e.g. AI-powered recommendations) or values (e.g. delivery time assurance) or features (shared grocery list).
Response I got from Copilot
Certainly! Here are some insights on marketing tactics and technology innovations in grocery delivery apps in the Asia Pacific region, specifically focusing on China, Korea, and Japan:
China:
Korea:
Japan:
While specific to Japan, I recommend checking out local news sources and industry reports for insights on marketing tactics and technology innovations in grocery delivery apps.
Remember to explore reputable sources like McKinsey & Company, Wall Street Journal, and other industry-specific publications for in-depth analysis and case studies. 🛒📱🌟
Explain your role, your objective, and ask for guidance
I'm marketing strategist at the biggest convenient store chain in Thailand. My boss asked me to compile trends in digital technology for grocery delivery applications in China, Korea, and Japan for a presentation. Recently, we started an initiative to revamp the user experience of our deliver app. And I need to give a presentation to inspire our team to think out of the box by telling interesting case studies from similar companies. Can you guide me on how I might find good resources for this presentation?
Ask Copilot to search + summarize at the same time
I'm looking for high-quality information from reputable sources. Please provide high-quality links that detail emerging consumer trends in convenient stores shopping preferences in Southeast Asia. For each link, please provide summary of the content with 1) what country and companies are featured in the article, 2) what customer segments or product categories are they discussing (if any), 3) what technology is being featured (if any), 4) what business strategies like merchandising techniques or in-store marketing tactics are being featured (if any). If the article do not provide any information sufficient to answer these questions, skip it.
Response I got
Here are some high-quality links detailing emerging consumer trends in convenience store shopping preferences in Southeast Asia, along with summaries addressing your specific questions:
Country and Companies Featured: Southeast Asia (general overview, no specific companies mentioned).
Customer Segments/Product Categories: Discusses general consumer behavior trends without specific segments or product categories.
Technology: Highlights the role of evolving technologies in retail but does not specify particular technologies.
Business Strategies: Focuses on capturing value in the evolving retail landscape, emphasizing the importance of adapting to changing consumer behaviors.
Country and Companies Featured: South Korea, China, Singapore (general overview, no specific companies mentioned).
Customer Segments/Product Categories: Focuses on FMCG (Fast Moving Consumer Goods) and the e-commerce landscape.
Technology: Discusses the significance of e-commerce platforms and the impact of online reviews and social media.
Business Strategies: Emphasizes cost-consciousness, online shopping for discounts, and leveraging consumer behavior trends for long-term growth.
Country and Companies Featured: Southeast Asia (general overview, no specific companies mentioned).
Customer Segments/Product Categories: Highlights the preference for convenience and frequent, smaller shopping trips.
Technology: No specific technologies mentioned.
Business Strategies: Focuses on the growth of small-format retail, particularly minimarkets and convenience stores in residential areas.
These articles provide a comprehensive overview of the emerging trends in convenience store shopping preferences in Southeast Asia, focusing on consumer behaviors, technological impacts, and business strategies. If you need more detailed information on a specific aspect, feel free to ask!
Copilot helps you find specific information that fits exactly what you need
This is very powerful, because with a search engine, you will need to think about what keyword to use to grab the right links and look for what you need specifically. Copilot allows you to express your goals and ask questions as they arise in your head. The AI assistant will try its best to answer your queries.
Outputs can vary from person to person. Slightly different prompts can give very different results.
Always check the link that it provides to make sure the content it claims is present.
These queries can lead to hallucination if there's no information showing up in the search attempts or your request is too hard. For example, I have problems with this specific prompt below.
Even though Copilot did all the work of searching for information sources for you, reading them can still be tedious. You might want to ask Copilot to help you summarize those information sources too.
Here's the link we will use as an example:
Let's say you find an article that seems informative, but you're not even sure you want to read it. You want Copilot to help summarize. Try the following prompt (don't forget to tell Copilot to focus on the specific page
This summary is slightly better than the last one, but still way too little detail. Actually, I found that Copilot answer a bit better in English. So we should try...
This is an English prompt you can save, I use these phrases a lot when I ask AI to summarize articles to prevent hallucination.
Please extract key data points and facts from this article. Describe each key point by providing factually accurate summary, using specific words or keywords as the original articles are using. For each point, please provide verbatim quotation from the article to support your point.
Response I got
Here are the key data points and facts from the article:
E-commerce Growth:
Summary: Southeast Asia’s e-commerce market has grown significantly, with a fivefold increase in total sales value from 2016 to 2021.
E-commerce Penetration:
Summary: The average e-commerce penetration rate in Southeast Asia is 20%, with Indonesia and Singapore leading at 30%.
Logistics Challenges:
Summary: Customers in Southeast Asia face significant logistics challenges, including delivery delays and poor tracking functionality.
E-groceries Potential:
Quotation: “By 2025, e-commerce sales of groceries are expected to reach $25 billion, supported by growing mobile penetration in the region and an influx of capital and tech entrepreneurs innovating in this space.”
These points highlight the significant growth and challenges in Southeast Asia’s e-commerce market, particularly in logistics and the potential of the e-grocery segment.
Copilot provides a much better response in English. As you can In fact, most AI assistants are smarter in English than in Thai. If you are fluent in English, you'll be in a better position to take advantage of AI assistants. Though with time the AI are expected to improve in Thai speaking.
Note that we can accomplish the same goal in ChatGPT by copying and pasting URL.
Please extract key data points and facts from this article. Describe each key point by providing factually accurate summary, using specific words or keywords as the original articles are using. For each point, please provide verbatim quotation from the article to support your point.
https://www.mckinsey.com/industries/travel-logistics-and-infrastructure/our-insights/e-commerce-is-entering-a-new-phase-in-southeast-asia-are-logistics-players-prepared
Response I got
Here are the key data points and facts extracted from the McKinsey article, along with verbatim quotations to support each point:
Growth of E-commerce in Southeast Asia:
From 2016 to 2021, e-commerce sales in Southeast Asia grew fivefold, with an annual growth rate of 40%.
"From 2016 to 2021, the total value of e-commerce sales grew fivefold, or 40 percent, annually."
E-commerce Penetration Rate:
The e-commerce penetration rate in Southeast Asia is currently 20%, with a potential to reach 47% like in China.
"Currently, the average e-commerce penetration rate (excluding food and beverage) in Southeast Asia is 20 percent, which suggests a long growth runway before it matches China’s penetration rate of 47 percent."
Future Growth Projection:
The Southeast Asian e-commerce market is projected to triple by 2026, with a compound growth rate of 22%, reaching $230 billion in gross merchandise volume.
"Between now and 2026, the Southeast Asian market is projected to triple at a compound growth rate of 22 percent and will reach around $230 billion in gross merchandise volume."
Emergence of Social E-commerce:
Social e-commerce platforms, such as TikTok Shop in Vietnam, are gaining momentum and changing the retail landscape.
"A commonly used social-network platform has become one of the top five e-commerce platforms of choice for Vietnamese customers, and TikTok has launched TikTok Shop in Vietnam this year to accelerate sales through live streams."
Customer Pain Points in Logistics:
Key pain points for customers include delivery delays, slow speed, poor customer service, damaged packages, and poor tracking functionality.
"Almost half said that their biggest pain point with e-commerce logistics was delays in deliveries. Other common complaints were slow speed, poor customer service, damaged packages, and poor tracking functionality."
Willingness to Pay for Better Service:
Approximately 78% of surveyed customers are willing to pay more for better reliability and service in logistics.
"Approximately 78 percent said they were willing to pay more for better reliability and service."
Importance of Returns Management:
E-commerce return rates are between 15% and 20%, significantly higher than the median return rate for all sales categories.
"Return rates for e-commerce sales are between 15 and 20 percent, more than twice the median return rate for all sales categories."
Impact of Cross-Border Fulfillment:
A shift towards the B2B2C fulfillment model is expected, where goods are shipped in bulk to local warehouses for faster local delivery.
"We expect that this approach—known as the direct-injection model—will soon give way to a B2B2C fulfillment model."
The summary produced by ChatGPT is a fair bit better.
To be honest, if you have a budget and need to dig into long documents regularly, I seriously recommend Claude for PDF question answering. It's the most accurate and reliable AI for this purpose in the market, based on my personal experience. So in this case we might save the webpage into PDF and feed it to Claude.
Note that copilot can also summarize pdf
Key Lessons Learned
Copilot can summarize any webpage or PDF given a link.
Thai language ability is still limited.
Great tool to speed up internet research.
Copilot can generate images
Powered by OpenAI's DALL-E 3 (ChatGPT can also do it these days but it often refuse to do it on a free plan).
Copilot's summarized response is much more useful than typical search engine results (which requires you to look through different topics and make your own summary). Sometimes Bing would show Copilot response alongside search engine results.
When you ask Copilot to provide quotes from the article to support its points, you will receive links that show you highlights on specific sentences, which is very useful for research.
