Aussies use digital media for shopping

Sep 22

Aussies use digital media for shopping

Some interesting figures to keep in mind: Australian shoppers use 6 types of digital media to help them shop. And all of these media are available on smartphones.

With 95% of all buys in shops, this makes online/offline convergence via mobile inevitable in this market.

The article below doesn’t even mention apps – yet they are the fastest growing media in the world! This could be of course because Australian retailers haven’t really embraced apps yet, despite Australians having the highest uptake in the world of smartphones…

Taken directly from B&T.

Shoppers relying on digital media for in-store buys.

85% of shoppers who are online are relying on some form of digital media to guide their in-store shopping, according to new research from AMP.

Despite this trend, a majority of shoppers still seek out in-store experiences and ‘bricks and mortar’ retailers are well placed to capitalise.

AMP Capital Shopping Centres’ annual ‘Recommended Retail Practices’ report suggests that 5 million Australian households are online researching, ‘talking’ to friends, comparing, seeking advice or even leaving comments on websites about their shopping.

AMPCSC’s head of marketing and communications, Stuart Langeveldt, argued that the structural shift in the Australian retail sector is not as simple as 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.

“Connected Australians expect digital access wherever, whenever and however they want. They don’t expect their shopping experience to be any different.”

The average Australian uses six forms of digital media to help them shop. They include a mix of: search engines (61%), retailer websites (50%), email alerts (40%), retailers’ newsletters (37%), manufacturers’ websites (36%) and Facebook (23%).

“Let’s not forget that ‘in-store’ is still the main game accounting for more than 95% 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,” Langeveldt said.

He added that this presented ‘bricks and mortar’ retailers with a significant opportunity to capture the ‘leisure shopping’ market.

“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.

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