Further evidence has been released indicating that Australians are using the internet to help shop in-store.
AMP Capital Shopping Centres’ (AMPCSC) Recommended Retail Practices Report 2001: Consumer Connections show that 85 per cent of shoppers are online using some for of digital media to support their in-store shopping. This means that approximately five million Australians are researching, talking to friends, comparing prices and seeking or leaving advice on a website about their shopping.
Stuart Langeveldt, AMPCSC head of marketing and communication, said the structural shift in the retail sector is far more complicated than the ‘online versus in-store’ dichotomy.
“Our findings clearly show shoppers expect a seamless integrated experience from their desktop to their smartphone to the store itself; it’s the new baseline service expected from retailers,” he said.
“Let‟s not forget that in-store is still the main game accounting for more than 95 per cent of all retail sales. The fact is customers still want to go in-centre and touch, feel, taste and be part of a wonderful retail experience.
“Certainly, while shoppers are increasingly connected, demanding and eager to be catered to by new technology, this has lead to a concurrent and opposing trend, in that people crave human contact and sensory experiences.
“Consequently, the industry needs a two-pronged approach to meet these complex consumer needs.”
AMPCSC’s research shows that the average Australian uses six form of digital media to help them shop – internet search engines (61 per cent), retailer websites (50 per cent), email alerts (40 per cent), retailers’ newsletters (37 per cent), manufacturers’ websites (36 per cent) and Facebook (23 per cent).
Langeveldt said the findings present an opportunity for bricks and mortar retailers, describing Australian retailers on being the “cusp of unprecedented change”.
“Our research clearly shows Australian shoppers want to keep the dream alive in-store and in-centre. This means bricks-and-mortar retailers are in a dominant position to capture and lead the ‘leisure’ market by dialling up the sensory, ‘touch and feel’ experience of in-store shopping. We call this the rewind advantage. Simply put, shoppers are looking for outstanding customer service, sensory stimulation, social interaction and genuine sales,” he said
“On the other hand, consumers want a digitally integrated, tailored shopping experience at their fingertips. They are looking for downloadable centre store guides, access to stock details and whether it’s in the right size and colour, exclusive deals, and notifications about happenings, specials and anything new. We’ve called this the fast forward advantage.
“It’s a combination of both of these elements that will be the winning combination for Australian retailers.”
Despite the growing demand for the combination of both, it appears that shoppers believe Australian retailers have been slow to embrace changing trends.
Helen Bakewell, managing director of Directional Insights – a retail research firm commissioned to undertake the research on behalf of AMPCSC – said while they trust Australian retail brands, the better prices and wider choices are overseas.
“As a starting point, Australian retailers need to re-assess their digital offers and consider if they really are up to scratch. Shoppers have told us they don’t want just an online catalogue. According to shoppers we spoke to, a few sites are doing it well such as, NET- A-PORTER, Brands Exclusive, Go Toddler, Jigsaw, Levis, Women‟s Freebies and Pizza Hut. They provide rapid product information and pricing and they ensure buying is simple. They also provide interfacing across multiple social media channels to expand the experience,” she said.
Currently, consumers are spending around $9.4 billion on online retailing – equating to approximately 3.6 per cent of total retail spending – of which more than 50 per cent is with local retailers. This figure predicted to rise to $22 billion by 2015.
Further evidence has been released indicating that Australians are using the internet to help shop in-store.
AMP Capital Shopping Centres’ (AMPCSC) Recommended Retail Practices Report 2001: Consumer Connections show that 85 per cent of shoppers are online using some for of digital media to support their in-store shopping. This means that approximately five million Australians are researching, talking to friends, comparing prices and seeking or leaving advice on a website about their shopping.
Stuart Langeveldt, AMPCSC head of marketing and communication, said the structural shift in the retail sector is far more complicated than the ‘online versus in-store’ dichotomy.
“Our findings clearly show shoppers expect a seamless integrated experience from their desktop to their smartphone to the store itself; it’s the new baseline service expected from retailers,” he said.
“Let‟s not forget that in-store is still the main game accounting for more than 95 per cent of all retail sales. The fact is customers still want to go in-centre and touch, feel, taste and be part of a wonderful retail experience.
“Certainly, while shoppers are increasingly connected, demanding and eager to be catered to by new technology, this has lead to a concurrent and opposing trend, in that people crave human contact and sensory experiences.
“Consequently, the industry needs a two-pronged approach to meet these complex consumer needs.”
AMPCSC’s research shows that the average Australian uses six form of digital media to help them shop – internet search engines (61 per cent), retailer websites (50 per cent), email alerts (40 per cent), retailers’ newsletters (37 per cent), manufacturers’ websites (36 per cent) and Facebook (23 per cent).
Langeveldt said the findings present an opportunity for bricks and mortar retailers, describing Australian retailers on being the “cusp of unprecedented change”.
“Our research clearly shows Australian shoppers want to keep the dream alive in-store and in-centre. This means bricks-and-mortar retailers are in a dominant position to capture and lead the ‘leisure’ market by dialling up the sensory, ‘touch and feel’ experience of in-store shopping. We call this the rewind advantage. Simply put, shoppers are looking for outstanding customer service, sensory stimulation, social interaction and genuine sales,” he said
“On the other hand, consumers want a digitally integrated, tailored shopping experience at their fingertips. They are looking for downloadable centre store guides, access to stock details and whether it’s in the right size and colour, exclusive deals, and notifications about happenings, specials and anything new. We’ve called this the fast forward advantage.
“It’s a combination of both of these elements that will be the winning combination for Australian retailers.”
Despite the growing demand for the combination of both, it appears that shoppers believe Australian retailers have been slow to embrace changing trends.
Helen Bakewell, managing director of Directional Insights – a retail research firm commissioned to undertake the research on behalf of AMPCSC – said while they trust Australian retail brands, the better prices and wider choices are overseas.
“As a starting point, Australian retailers need to re-assess their digital offers and consider if they really are up to scratch. Shoppers have told us they don’t want just an online catalogue. According to shoppers we spoke to, a few sites are doing it well such as, NET- A-PORTER, Brands Exclusive, Go Toddler, Jigsaw, Levis, Women‟s Freebies and Pizza Hut. They provide rapid product information and pricing and they ensure buying is simple. They also provide interfacing across multiple social media channels to expand the experience,” she said.
Currently, consumers are spending around $9.4 billion on online retailing – equating to approximately 3.6 per cent of total retail spending – of which more than 50 per cent is with local retailers. This figure predicted to rise to $22 billion by 2015.