Study: 70% Of Consumers Are Resuming Pre-COVID Shopping Behaviours

Shopper releases the findings of its recent ‘Unlocking Retail’ study, revealing that while consumers are researching products online in the wake of the pandemic, purchasing in-store is still their preferred option.

The ‘Unlocking Retail’ study tapped into the hearts and minds of Australians to understand how they are feeling, what’s motivating them and whether shopping behaviours have changed post-pandemic.

It was conducted in conjunction with research partner Kantar, surveying more than 1000 Australian shoppers who had purchased from a shopping centre in the previous 30 days.

Karissa Fletcher, Chief Marketing Officer at Shopper, said, “The research confirmed that shoppers are actively choosing to visit shopping centres frequently, with 70 per cent of consumers resuming pre-Covid shopping behaviours.

“Favouring the convenience and immediacy that comes with buying in-store, consumers enjoy the tactile and human shopping experience and the security of knowing what to expect when purchasing.”

Australians are shopping locally, with 1 in 3 visiting local and neighbourhood centres two to three times a week, indicating the relevance of local shopping in our daily lives. The in-person shopping experience entices shoppers to spend more, driving higher conversion rates and overall increases in average purchase values.

Fletcher added: “Shopping centre visits are largely determined by the shopper’s needs at that time, so it is important for brands to consider multiple retail touchpoints to maximise brand exposure.

“Retail out-of-home advertising is positioned to engage with consumers while they are in the retail environment and a buying mindset, making it well-placed to prompt, prime and, importantly, convert for purchase.”

Shopper’s research found that in-store shopping is often the main source of inspiration for purchasing, with 8 in 10 people describing their last shopping experience as highly satisfying. Price promotions and deals are more important right now and are driving this response, with 70 per cent of incremental purchases made once shoppers are in the centre and 40 per cent when they see something they like.

An in-store brand presence directly impacts spending, conversion and the shopping experience. Click-and-collect services drove incremental sales, with 3 in 4 retailers reporting that shoppers bought at least one more product while in-store to collect their purchase.

Shopper’s research confirmed that consumers are hybrid shopping, using online for discovery, research, and comparison. The discovery phase of the shopping experience is critical, with 40 per cent of Australian shoppers admitting to browsing online before going in store to purchase. Known in the industry as ‘webrooming’, this approach sees shoppers transition to physical shopping following an initial discovery period, to touch and feel products in real life just before committing to buy.

The ‘Unlocking Retail’ study also indicates that Australians have become more discerning when it comes to spending. They are willing to go out of their way to find a good deal, which includes brand switching and searching for alternatives. Covid-induced stock shortages saw almost half of all Australians try different brands and retailers.

The research found that 55 per cent of shoppers will now intentionally go out of their way to find the best price, even if it means going to different stores. For brands, retail out-of-home advertising is an effective strategy for showcasing deals and price-promotion messages.

“As cost-of-living pressures grow, shoppers become savvier and will wait for sales and promotional deals. Easy-to-spot discounts and offers will appeal to those who shop in-store, so out-of- home advertising becomes an effective medium within the retail environment,” added Fletcher

Despite the increased awareness around sustainability, only 1 in 4 shoppers are actively seeking eco-friendly and sustainable products while shopping. While 2 in 3 shoppers want to do more for the environment, cost-of-living pressure thwarts shoppers from taking action. However, Australians are focused on local and Australian-made goods, with almost half paying more attention to the origin of products.

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