Consumers To Retailers: “Give Us The Facts And We’ll Decide”

Consumers To Retailers: “Give Us The Facts And We’ll Decide”
SHARE
THIS


What best describes you?

Around the world, consumers want retailers to give them greater access to information so they can make more informed choices when they shop. And they recognise the importance of technology to delivering this. However they remain sensitive to issues over privacy.

The figures are contained in a new global study released by Oracle which tested attitudes in 10 countries including Australia, Brazil, China, France, Germany, India, Japan, Russia, the UK and USA.

Called “Retail without limits. A modern commercial society” the study revealed huge changes in consumer attitudes in a very short time.

For instance demand for transparency outstrips any other consumer requirement, and this is especially so  in terms of which insight would add the most value to an experience. The 70 per cent response to this question is more than double the 33 per cent response recorded last year.

Likewise access to product information across digital channels or in-store is also rated highly by global respondents (59 per cent), again more than double last year’s result for 24 per cent. And the ability to track orders as well as the desire for a connected shopping experience have also gained importance in consumers’ eyes, say the authors.

The results prove the value consumers recognise from implementing technologies that allow for stock visibility.

“While last year, only 18 per cent valued technologies that enabled a connected shopping journey, this year the number has risen to 42 per cent . And while 15 per cent of global respondents appreciated an integrated approach to tracking current and historical orders, this year 51 per cent do so.”

In looking at the importance of transparency it is key to understand its potential impact. Lack of transparency results in unhappy shoppers.

The study found that 45 per cent of global consumers interviewed said lack of availability disappointed them most in their shopping experience and those results were pretty consistent around the globe.

“In a world where dogs are loyal, consumers aren’t. How do you build loyalty? Consumers surveyed for our research have indicated that if they can get what they need when they need it, they are inclined to be more loyal. Some 31 per cent indicated that the right product, right place at the right time is most important to them in their shopping experience. 51 per cent say they are more loyal if this is done right.”

Who loves ya, baby?

Amazon remains the world’s most popular retailer according to the study, with India’s FlipKart and eBay getting honorable mentions, and traditional retailers like Wal-Mart and Tesco now also turning up on the list.

The reasons for their success have as much to do with good old  fashioned retailing smarts, as technology. According to the report, “Price dominated as the reason these retailers won the popularity contest (55 per cent), followed closely by quality (41 per cent), choice (36 per cent) and convenience (27 per cent).”

The lesson learned according to the authors, “Consumers want access to a wide selection of quality, low-priced goods – delivered how and when they want. And they don’t stop at their local market to source them.” The study revealed that the majority of consumers already buy goods from an offshore international retailer. “Only the USA (39 per cent), Japan (41 per cent) and the UK (43 per cent) falling below the global average.”

Australians love their bricks over clicks, but why?

Australian consumers for instance where the most engaged with the in store retail channel. Fully, 69 per cent preferred to shop in the store – the highest in the survey and more than 50 per cent more than the global average of 44 per cent. It is hard to escape the suspicion that this reflects the tardiness of local retailers in building out sophisticated digital channels rather than any deeply embedded cultural issue. (That’s my conclusion, not Oracle’s) .

And while privacy remains a significant bugbear for Australian consumers, it seems there is little appreciation locally of the advantage to shoppers from some uses of technology .

“In Australia, consumers recognize that retailers are able to offer greater value to them if they understand more about their individual shopping requirements. However, 65 per cent continue to have reservations or disagree with retailers collecting information on their shopping habits, distinctly higher than the global average of 55 per cent.”

That contrasts with the 45 per cent of local consumers who say they understand the benefits of doing so, and want to be able to take advantage of more targeted promotions and rewards.

Still, it is worth noting that only 15 per cent of respondents said they were happy to allow retailers to track their movements in-store or online. “Both responses rated lower than the global average of 56 per cent and 23 per cent respectively.”

Bill Kearney, senior director, Oracle Retail said that there were a number of areas where Australian shoppers differed from their peers. “First of all people appear to prefer the store and the store experience still with 69 per cent wanting to buy goods in store and take them home.

“Additionally, we saw where this was further backed up by 53 per cent saying that the convenience of the store had a direct impact on loyalty which was over 10 percentage points above the global average. We would have a guess that this was not just for grocery shopping.”

He said that clearly, the ability for the local store to use their store and their personnel in the store well continues to offer an opportunity to differentiate.

According to Kearney, “We believe that knowing your customer, their desires, preferences and habits is key but aligning that with having a constant and clear vision of your inventory, what is available to promise to the customer and having the ability to get the product to the customer in their desired location is key.”

Australian’s are also more price sensitive, it  seems. “Australians answered that 79 per cent of the time price had an impact on loyalty and what makes them loyal. This was nine points above the global average. This is a very interesting one because we had other statistics in the report that showed that 61 per cent wanted the retailer to engage with them more which is a bit of a shift to a ‘know more about me’ from a ‘don’t sell to me and let me be anonymous’ view that may or may not have existed in the past.

“We see this as being further backed up by a full 49 per cent saying that the level of service they receive is now impacting their level of loyalty to a retailer and we expect this number to increase over time.”

Andrew Birmingham is the editor of www.which-50.com

 

Please login with linkedin to comment

Latest News

Liam Gallagher Narrates Christmas Ad For Climate Change
  • Campaigns

Liam Gallagher Narrates Christmas Ad For Climate Change

Rock bad boy Liam Gallagher has leant his voice to a new UK ad for climate change titled The Very Hot Snowman.  The cartoon ad is part of a campaign called The Climate Coalition who act as a collective for over 150 organisations fighting towards a brighter and less polluted future. The minute-long spot plays out […]

by B&T Magazine

B&T Magazine
Bohemia Launches ‘What’s Your Calling’ For Open Colleges
  • Campaigns

Bohemia Launches ‘What’s Your Calling’ For Open Colleges

The M&C Saatchi-owned media agency Bohemia launches What’s your Calling in creative partnership with Australia’s leading online educator Open Colleges. The new campaign marks the official re-brand of the new School of Health in Perth and Adelaide. Through a series of testimonials, appearing in digital, social media and out of home formats, the new campaign shines […]

BBC StoryWorks Launches Unique Content Toolkit For Clients
  • Marketing
  • Media

BBC StoryWorks Launches Unique Content Toolkit For Clients

BBC Advertising’s global content marketing arm, BBC StoryWorks, has unveiled a new initiative which allows clients to measure the impact of their branded content and sponsored editorial to understand the emotional engagement and subconscious association shift it elicits in consumers. Based on its series of Science of Engagement research studies, which highlighted the impact of emotional engagement on brand perception, the process combines biometric […]

P&O Cruises Teams With Ten & MCN For Big Bash Sponsorship
  • Advertising
  • Marketing

P&O Cruises Teams With Ten & MCN For Big Bash Sponsorship

P&O Cruises announced a new partnership with Network Ten and Multi Channel Network (MCN) as a sponsor of the hugely successful KFC Big Bash League for the 2017-18 summer series, which starts Tuesday, 19 December, 2017. The partnership also sees P&O launch the Homegrown Hero competition, which returns for a second year to recognise everyday cricket […]

Salesforce Launches Distributed Marketing Solution
  • Marketing

Salesforce Launches Distributed Marketing Solution

Global CRM giant Salesforce has unveiled a new product that will enable corporate marketers to deliver approved cross-channel consumer journeys to their partner networks. Distributed Marketing from Salesforce allows corporate marketers to pre-build personalised consumer journeys with Salesforce Marketing Cloud and deploy them to their partner networks.  From there, partners using Salesforce Sales Cloud, Service Cloud or Community Cloud can […]

Leo Burnett Sydney Takes Off With Emirates’ Creative
  • Advertising

Leo Burnett Sydney Takes Off With Emirates’ Creative

International airline Emirates has appointed Leo Burnett Sydney to handle its Australian creative account following a competitive pitch. With a focus on making the brand even more meaningful and relevant for Australians, the partnership will see Leo Burnett Sydney develop local strategies and deploy lateral creative solutions for the evolving Australian media and digital landscape. Pete […]

Eminem Promotes New Album With Fake Pharma Ads
  • Campaigns

Eminem Promotes New Album With Fake Pharma Ads

Hiphop artist Eminem is behind a fake anti-depressant ad campaign in the US which has turned out to be a whacky stunt to promote his brand new album Revival. The spoof campaign includes OOH, print and digital and is being touted as a cure to the fictitious illness Atrox Rithimus, which is actually Latin for “bitter rhyme”. […]

by B&T Magazine

B&T Magazine
Viewers Shocked As BBC Accidentally Airs 14-Inch Sex Toy
  • Media

Viewers Shocked As BBC Accidentally Airs 14-Inch Sex Toy

The typically stoic BBC is in a spot of hot water after its UK breakfast program inadvertently aired a monster black dildo to unsuspecting viewers. BBC Breakfast was hosting UK artist Stormzy to talk about his latest single. To introduce their guest, producers aired footage of the rapper performing at this year’s famed music festival, Glastonbury. However, on closer inspection a […]

by B&T Magazine

B&T Magazine
Accenture Interactive’s ANZ Boss On Making The Personalisation Game Simple
  • Marketing
  • Opinion

Accenture Interactive’s ANZ Boss On Making The Personalisation Game Simple

In this opinion piece, Michael Buckley, managing director of Accenture Interactive for Australia and New Zealand, explains why data is the critical fuel to personalisation platforms.  The age of digitisation has given consumers access to an overwhelming number of choices in everything they do, leaving them more likely to be less satisfied with the selections they make. […]

Opinion

by B&T Magazine

B&T Magazine
“Next Year Will Be The AI Moment Of Truth For Brands”: Quantcast ANZ MD Andrew Double
  • Advertising
  • Marketing
  • Technology

“Next Year Will Be The AI Moment Of Truth For Brands”: Quantcast ANZ MD Andrew Double

The rise of artificial intelligence, the future of video advertising and why 100 per cent viewability is not all it’s cracked up to be – these were just some of the topics covered during B&T‘s recent catch-up with Quantcast’s managing director for Australia and New Zealand, Andrew Double. It’s turned out to have been quite a busy year for Quantcast. What would you […]

by B&T Magazine

B&T Magazine
Indy Agency March One Creates ‘STOP Kit’ To Engage More Aussies On White Ribbon Day
  • Advertising
  • Campaigns

Indy Agency March One Creates ‘STOP Kit’ To Engage More Aussies On White Ribbon Day

This year’s White Ribbon Day helped end the hesitation around intervening in acts of violence against women, engaging three times more Australians than ever before, thanks to independent agency March One.  The agency was briefed to refresh the current White Ribbon Day creative. After consulting with White Ribbon ambassadors, contacts across policy and frontline services and the […]

Chisholm Urges Aussies To ‘Chase Your Calling’ In Fresh TVC By DPR&Co
  • Advertising
  • Campaigns

Chisholm Urges Aussies To ‘Chase Your Calling’ In Fresh TVC By DPR&Co

Hot on the heels of the outdoor, digital and radio campaign launch, Chisholm will release its flagship ‘Chase Your Calling’ campaign in cinema and TV this weekend. The campaign, developed in conjunction with creative agency DPR&Co, continues the ‘Chase Your Calling’ theme via a high-energy chase sequence with a stunning twist at the end. Chisholm […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]