What We Learned at IAA Malaysia: Why the Last Mile Still Defines Brand Success
On 24 April 2026, the Metrix Research team attended IAA Malaysia’s Unravel & Recode: Shopper Marketing knowledge session at the Royal Lake Club. The event brought together marketers, researchers and retail media experts to discuss one important question:
What really influences customers at the final moment before they buy?
While brands invest heavily in advertising and digital marketing, the session reminded us that the final purchase decision often happens right in front of the shelf.
Here are our biggest takeaways.
1. The shelf is where decisions become purchases
One of the strongest messages from the event was simple: awareness doesn’t guarantee conversion.
Consumers may already know your brand, but when they’re standing in the aisle comparing products, factors like visibility, pricing, promotions and packaging can quickly change their decision. The “last mile” is where marketing efforts are either won or lost.
2. Malaysian shoppers decide surprisingly fast
During the session, our Managing Director, Rozina Mat Rawi, shared insights into Malaysian shopper behaviour that highlighted just how quickly decisions happen:
- Over 70% of purchase decisions are made in-store
- Many shoppers decide within 3–7 seconds
- 77% of Malaysians still prefer shopping at physical grocery stores
These findings reinforce why understanding real shopper behaviour is essential for brands operating in Malaysia.
3. Context matters more than preference
Customers don’t always buy their favourite brand.
Shopping missions, budget, family needs and habitual behaviour all influence what ends up in the trolley. This is exactly why customer research should go beyond asking “Which brand do you like?” and explore how people actually shop.
4. Digital and physical retail should work together
Another interesting discussion focused on the growth of Retail Media Networks (RMNs) across Southeast Asia.
Rather than treating online and offline channels separately, speakers emphasised creating connected customer journeys—from digital discovery to in-store purchase. Retail media is becoming an important bridge between these two worlds, helping brands reach consumers during high-intent shopping moments.
Why this matters for businesses
Whether you’re an FMCG brand, retailer or service business, the takeaway is clear:
Customer experience doesn't end when someone notices your brand—it ends when they choose it.
Understanding what customers do at the point of decision allows businesses to improve merchandising, service standards, pricing strategies and overall customer experience.
At Metrix Research, we believe that meaningful business decisions start with understanding real consumer behaviour—not assumptions.
A great session with the industry
We’re grateful to IAA Malaysia for organising a valuable knowledge-sharing session and to all the speakers who contributed practical insights into shopper marketing, retail media and consumer behaviour. Events like these continue to strengthen collaboration across Malaysia’s marketing and research community.