High Street Not Dead: Aussie Retailers Get A Boost From Study

Cropped shot of an unrecognizable woman out shopping in the city
SHARE
THIS



In news that should please the Australian high street, Blis, the global leader in real-world intelligence, has today revealed that 63 per cent of Australians favour an in-store shopping experience over online, as part of a new study into consumer shopping habits.

“The Real Retail Story” surveyed 805 Australian consumers and found that there is a strong preference for brick-and-mortar stores across most categories, with the majority of respondents stating that they’re willing to spend more in-store than online.

Blis managing director AUNZ Nick Ballard said that we’ve long heard Australian retail is doomed with the rise of Australia’s e-commerce market, but rather than viewing technology as an existential threat, there are instead new opportunities to engage with consumers in more engaging and effective ways.

“The role of the physical store is as important as ever,” Ballard said.

“The power of brick-and-mortar is in providing consumers with an immersive shopping experience, with over half of Aussies preferring to see, touch and feel the quality of the product before buying.

“Shopping online just doesn’t have that same hands-on experience.

“But despite this affection for the visceral and tactile joy of shopping at physical stores, technology and e-commerce have conditioned Australian consumers with new habits and expectations.

“Consumers do not see a delineation between online and offline shopping, rather the modern consumer journey fuses both worlds and it is imperative that brands and retailers do the same.”

An evolving retail ecosystem

The Real Retail Story shows that showrooming, where a customer visits a store to examine a product before buying online at a lower price, and webrooming, where a customer researches a product online before purchasing in-store, are commonplace trends in an Australian consumer’s shopping journey.

The study reveals that while 43 per cent of consumers admit to showrooming, also 63 per cent admit to webrooming.

A further 59 per cent of respondents said they actively use their mobiles while shopping in-store to:

  • compare prices on the best deals (74 per cent)
  • check online for a discount voucher (35 per cent)
  • read reviews (34 per cent)
  • ask friends and family for opinions on their potential purchase (30 per cent)

Relevant real-world advertising leads to immediate purchase

The report provides insight into how brands can harness the power of real-world, location-based advertising to boost conversions, with:

  • 37 per cent of respondents admitting that they have visited a store to search for a product they have seen advertised online while outdoors
  • 4-in-5 of respondents of these store visitors ended up purchasing the advertised product.

“Brands looking to succeed in this climate must appeal to today’s shopper by offering a omni-channel experience that uses mobile as the bridge between digital and physical,” said Ballard.

“Understanding consumer motivations, preferences and behaviours, and developing hyper-relevant content at the moments and locations that matter most to consumers is key.”

Please login with linkedin to comment

Online shopping Research Retail

Latest News

Cadbury And Milka Maker Mondelez International Threatens Vegan Business With Lawsuit Over Packaging Colour
  • Marketing

Cadbury And Milka Maker Mondelez International Threatens Vegan Business With Lawsuit Over Packaging Colour

UK vegan snack brand, The Primal Pantry, has been threatened with legal action by corporate chocolate company Mondelez International over the colour of its packaging. The Primal Pantry recieved a letter from Mondelez asking it to “cease and desist” selling its Cocoa Real Food Bars in the EU, or face legal action. Mondelez, according to […]

by B&T Magazine

B&T Magazine
Are You Paying Too Much In Search Marketing?
  • Marketing
  • Partner Content

Are You Paying Too Much In Search Marketing?

Paying too much for search marketing? Because you are definitely paying too much for French cheese & anything 'lamb'.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Jessica Alba & Zac Efron Return In Newest (& Darkest) Instalment For Dubai Tourism
  • Campaigns

Jessica Alba & Zac Efron Return In Newest (& Darkest) Instalment For Dubai Tourism

Hollywood spunks Jessica Alba and Zac Efron return in their latest – is it now the fourth? – instalment for Dubai Tourism. The new spot, called “A Captivating Saga”, is arguably the darkest of the ads thus far and once again plays out like classic cinema; this one having a bit of a The English […]

by B&T Magazine

B&T Magazine
Ben’s Original Unveils New Campaign & Packaging Via The&Partnership
  • Media

Ben’s Original Unveils New Campaign & Packaging Via The&Partnership

Today Mars Food Australia has announced that Ben’s OriginalTM rice products are available in new packaging at Australian retailers nationally. The arrival of Ben’s OriginalTM on retail shelves will be supported by an integrated campaign to drive awareness of the new brand. The “Everyone’s Original” campaign focuses on the brand’s vision of inclusivity that celebrates […]

Agnes Media Appoints Former Qantas Marketer Jan Consul As Senior Performance Manager
  • Media

Agnes Media Appoints Former Qantas Marketer Jan Consul As Senior Performance Manager

Agnes Media has appointed former Qantas marketer Jan Consul as senior performance manager, as the independent Sydney agency continues to record significant client growth. Consul will lead the programmatic trading and social management at Agnes Media and has extensive experience in digital performance marketing gained from a career spanning the Philippines, Singapore and Australia. After […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]

Agent99 Adds The Distilled Spirits Council Of The U.S &  Helen Tarrant To Portfolio
  • Marketing

Agent99 Adds The Distilled Spirits Council Of The U.S & Helen Tarrant To Portfolio

Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue
  • Campaigns
  • Media

Melbourne Creatives Release “Locktown” T-shirts To Raise Funds For Beyond Blue

Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]

Influencer Marketing Agency Komodo Announces New TikTok Offering
  • Marketing

Influencer Marketing Agency Komodo Announces New TikTok Offering

Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19
  • Opinion

How Retail Can Help Consumers Ride The Emotional Rollercoaster Of COVID-19

According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope.   Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]