Australians Opt For Local Over Global In COVID-19 Online Shopping

Mobile Pnone Shopping Online With A Debit Card
SHARE
THIS



Rakuten Advertising has reported that 49 per cent of Australians are more likely to support local businesses during the global pandemic.

Homegrown brands that promote themselves as uniquely Australian, are more likely to win the hearts of local consumers. Those who choose to shop internationally, are instead motivated by lower prices and better bargains.

The research, The Road to Recovery: 2020 e-Commerce in Asia-Pacific which surveyed over 5,000 people from across the Asia-Pacific region, also reported that 73 per cent of Australians want brands to communicate with compassion and empathy and 71 per cent want businesses to include information on how they plan to continue operations.

As e-commerce continues to blur the line between international borders, it is more important than ever for brands to reach consumers through the right marketing messages, channels and partners.

The availability of vouchers and promotions make less of an impact on consumers’ purchasing decisions. Instead, Australians are more inclined to purchase from brands that maintain regular communication with consumers, promote a wide variety of products, and offer ‘cashback’ and ‘rewards’ options.

Rakuten Advertising’s senior vice president of Asia-Pacific, Stuart McLennan, commented on how retailers can identify the opportunities to enable them to ride out the challenges brought about as a result of COVID-19.

“Australians are a resilient, empathetic bunch, and while the pandemic has resulted in locals being confined to their homes, these consumers are actively supporting local businesses in a bid to do their part for the economy,” he said.

The opportunity of shopping online from the comforts of being home, have resulted in more people discovering the availability of new brands at their fingertips, with 67 per cent of Australians using search engines to find new retailers.

However, Australians do not rely on social media to discover new brands, and content creators are not an important decision-making factor, with only 8 per cent of Australian consumers finding new retailers through bloggers and influencers.

Additionally, 31 per cent of Australians are more likely to choose email as the preferred channel to engage with brands, which is relatively high as compared to the rest of Asia-Pacific.

McLennan continued:“Retailers and brands whose businesses may have taken a hit, would be able to cope with these challenges better by complementing their online presence with a low risk, performance-based digital strategy. Activating a tailored, multi-channel digital program inclusive of affiliate and paid search can help brands reach more customers through channels Australians prefer to engage with. Furthermore, understanding the behaviour of Australian shoppers and communicating with the right tone and message will be key to success.”

 

Please login with linkedin to comment

rakuten

Latest News

Eastern Standard Times Hold Launch Event In Deeply Cultural Setting
  • Media

Eastern Standard Times Hold Launch Event In Deeply Cultural Setting

Global media network Eastern Standard Times had their official launch event on Thursday (23/6) night at the Lucky Kwong restaurant in Sydney’s South Eveleigh, with the focus being placed on how this platform will provide Asian communities in Australia with a greater insight on what they need to know. Editor-in-chief Keshia Hannam, who served as […]

Cannes Lions: VICE Media Win Third Grand Prix For Their ‘Unfiltered History Tour’
  • Media

Cannes Lions: VICE Media Win Third Grand Prix For Their ‘Unfiltered History Tour’

On the third day of the 2022 Cannes Lions International Festival of Creativity, the “Unfiltered History Tour” campaign by VICE Media walked away with yet another Grand Prix, this time in the Social & Influencer Lions. The campaign, which was held in partnership with the British Museum by the Dentsu Creative teams of Mumbai, Bengaluru […]

Cannes Day Two: Paris Hilton Talks NFTs And What It Means For Brands
  • Media
  • Opinion

Cannes Day Two: Paris Hilton Talks NFTs And What It Means For Brands

B&T’s Nancy Hromin is in Cannes and managed to bag a seat at probably this year’s highlight event – an audience with the one-and-only, Paris Hilton! The socialite took to the stage alongside CEO of VaynerX and Vayner Media, Gary Vaynerchuk, and Swan Sit the board director of Edgewell, Novabay and Far Niente. The trio […]

Opinion

by B&T Magazine

B&T Magazine
Google Creates New Way For You To Filter Through The News Stories You See
  • Technology

Google Creates New Way For You To Filter Through The News Stories You See

Tech company Google has announced a number of new updates to its News and Search features that will give users greater control and more validated information in the stories they see on their screens. The look of Google News will be changing dramatically, giving way to the side of the screen for a bar that […]

In The Shadow Of Cannes Lions, NFT.NYC Brings Together The World Of Digital Investors
  • Technology

In The Shadow Of Cannes Lions, NFT.NYC Brings Together The World Of Digital Investors

While the marketing industry continues to keep its glaze focused on the South of France and the Cannes Lions International Festival of Creativity, a few thousands of kilometres further away in Manhattan there’s another “festival” going on. NFT.NYC is the biggest conjunction of Web3 artists and investors in the world and by the looks of […]

AKQA Unveils Ten Week Tee As The Winners Of Grand Prix For Future Lions 2022
  • Marketing
  • Technology

AKQA Unveils Ten Week Tee As The Winners Of Grand Prix For Future Lions 2022

Now in its 16th year, Future Lions, AKQA’s annual Cannes Lions competition to unearth the next generation of creative talent, has announced the winners and Grand Prix. The awards ceremony is taking place during the iconic Cannes Lions International Festival of Creativity. This year’s Grand Prix winner is Ten Week Tee, the team will now […]