Over three-quarters of consumers have changed their shopping habits since the pandemic, with 30 per cent now being omnichannel, shopping both online and in-store at least once a month, new research by Woolworths retail media business, Cartology, has found.
The Customer Playbook – created in partnership with insights consultancy The Lab – is based on surveys with over 1000 Aussies as well as Woolworths’ first party data, in order to establish a link between what consumers say they do and what they actually did.
It was developed to help FMCG marketers be more familiar with post-pandemic customer behaviour, as well as giving them insights into fully harnessing retail media.
Other findings saw 38 per cent of shoppers actively wanting to learn about and discover new brands, as well as 61 per cent of customers researching a product online before buying in-store within the following four days.
Discovery also played a significant role in our post-pandemic world, influencing 26 per cent of in-store purchases, and 36 per cent online.
“At the same time that we’re seeing a long term shift in customer behaviour, Australia’s retail media industry is also evolving, with more ways than ever before to speak directly to customers,” Cartology Head of Marketing and Insights Jodie Koning said.
“This makes it the perfect time to present an up-to-date view of the landscape to help brands embrace the potential that retail media offers to engage with different customers at different stages of their shopping journey.
“This research is grounded in the customer for good reason: customer centricity is key. It’s critical for marketers to go deep to really understand customers and their changed shopping habits.
“The shopping journey is no longer linear, but circuitous, with multiple touchpoints – from apps to in-store demonstrations. Customers expect brands to be visible across the evolved omnichannel path to purchase in new and unexpected ways.”
The Lab Managing Director, Andrew Therkelsen added: “Many of our clients in the FMCG space are asking about the new and evolved omnichannel journey, including how and where brands can show up to maximise salience and conversion.
“This playbook is designed to help FMCG marketers better understand this evolved customer journey and how their brands can win in this new landscape.”
The Cartology Customer Playbook is the first in a series and is available to download at Cartology.com.au.
