Tis’ The Season To Turn Shoppers Into Buyers
Hayley Fisher [pictured] is the AUNZ Country Manager at Adyen. In this op-ed, she discusses the upcoming holidays sales season and explains how marketers can help drive sales.
Over the past 18 months the pace of ecommerce has accelerated to new heights. According to latest figures from the Australian Bureau of Statistics (ABS), a record $44.2 billion was spent online in August alone.
As we roll into peak shopping season, which now starts in October and runs through to end January, marketers in the retail sector are looking forward to major shopping events including singles day (11:11), Black Friday, Cyber Monday and Boxing Day sales.
Online consumer spending is expected to continue to rise as more Australians turn to the internet and social platforms for their shopping. According to research from the Australian Retailers Association (ARA) in conjunction with Roy Morgan, Aussies are set to spend over $11 billion on Christmas presents this year, with a significant proportion to come from online sales.
For marketers, it’s critical to be primed for these events; to take advantage of unprecedented volumes and rethink the strategies required to drive repeat custom. Today, consumer expectations of retailers have undoubtedly increased, according to Adyen’s Agility Report, 72 per cent of Australian shoppers won’t return if they’ve had a bad experience either in-store or online. A cookie cutter approach to marketing through this period just won’t cut it anymore. So here’s what to do to stay ahead of the competition and turn shoppers into buyers.
Early start to holiday shopping
This year, Australians are urged to start their Christmas shopping much earlier than pre-pandemic times as global supply chains and national postal services grapple with lengthy delays and supply issues. To meet the parcel boom, communicate your offers to customers as early as possible, make sure your online platform can cope with increased capacity and speed to handle a surge in traffic, and check you’ve got all key sales channels covered.
Expect the unexpected
Be prepared to see a rise in unconventional purchase journeys, unexpected customers, and unpredictable demands by offering a range of cross-channel options like buy online and return in-store. This is particularly important as Adyen research reports more than half (53 per cent) of Australians would be more loyal to a retailer that lets them buy online and return in-store. Other cross-channel options like click and collect, and endless aisle shopping are also seeing increased demand.
Social commerce is key
The discovery of products via social media channels will be a significant driver to sales this holiday season. Shoppers searching for, favouriting, and sharing their purchases online will trigger traffic via social channels directly to ecommerce websites. The key here is to ensure the customer journey is as frictionless as possible – from discovery, to on-site browsing, to payment and delivery. Make sure your shoppers are able to purchase via social media channels, or with as few redirects as possible. Adyen’s Report finds 69 per cent of Australians won’t shop with retailers whose app or website are hard to navigate.
Make in-store and online a unified experience
Promotions, flash sales, or loyalty benefits typically offered and managed in physical stores should be adapted to cater to online shoppers. For example, offer VIP online queues or discounts for shoppers using a specific payment method, or offer reward points when customers hit a spending target. Utilising payment-linked loyalty programs and promotions in app and online will continue to give customers a compelling reason to shop with you.
Live shopping is the new normal
Reimagine the physical shopping experience, virtually. With the absence of speaking to someone physically for any questions, having a platform to virtually interact with a salesperson will become increasingly common.
Pave the way to pay
Offer payment methods your shoppers prefer. Giving shoppers the option to pay the way they want though local or global payment methods will increase conversion rate when spontaneous or hasty shoppers land on your online platform or physical stores. For a truly seamless experience, you’ll receive bonus points from your customers if they’re able to purchase in one click via secure pre-filled contact and delivery fields.
With the past few months being a particularly challenging time for most retailers, leveraging this bumper shopping season is the perfect opportunity to consider the key strategies and ecommerce intel to turn shoppers into buyers both online and in-store.
Latest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.