Study: Aussies Eye Bricks & Mortar Return This Christmas
While the pandemic has caused a surge in online shopping, a new Oracle Retail survey shows that many customers in Australia are ready to venture back into stores this holiday season.
Nearly 31% of shoppers surveyed plan to do most of their shopping in-store (among the highest of any country) with 43% planning to split purchases between online and brick-and-mortar shops. Still another 14% plan to make it as close as the parking lot, opting to retrieve orders ‘click-to-collect’. And, despite the challenging year, 57% of consumers expect to spend the same or more on holiday shopping than they did last year.
Customers don’t, however, want to deal with the hassle of returns. While last year, 76% of consumers in the Asia Pacific planned to make at least one return, this year that number dropped to 30% for Australia.
“The holidays promise to test a retailer’s ability to serve customers how and where they want to shop,” said Mike Webster, senior vice president and general manager, Oracle Retail. “With customers shopping both online and in-store, and taking advantage of new retrieval options such as curbside pick-up and ‘buy online pick up in-store,’ retailers are going to have to be firing on all cylinders to meet customer expectations in an already difficult environment.”
The survey polled 515 consumers in Australia, along with thousands of others in the United States, United Kingdom, China, Brazil, Mexico, Italy, France, Germany and the United Arab Emirates in September 2020 about their COVID-19 shopping habits and plans for holiday shopping. Unwrap your complimentary copy of the report:https://www.oracle.com/industries/retail/research/consumer-research/
Holiday gift list
With travel limited and a desire to avoid returns, it was no surprise to see gift cards as a top holiday gift. Here is what consumers said they plan to spend more on this year:
- 37% of shoppers plan to spend more on gift cards
- 20% more on apparel and necessities
- 17% more on electronics
- 12% more on sporting goods/hobbies
- 12% more on luxury items (handbags, fashion, and jewelry
“With more consumers avoiding returns, redeeming gift cards will be the next big opportunity for retailers to engage customers and extend sales post-holiday,” noted Webster.
Out of stock, out of luck
According to consumers, unhelpful staff or out-of-stock inventory were amongst the fastest ways retailers can end up on this year’s naughty list. Shoppers listed the below as reasons that would constitute a bad shopping experience:
- 54% unhelpful staff.
- 53% out-of-stock merchandise. Among those shoppers, 60% said they weren’t willing to wait for an item to be back in stock before trying another brand.
- 47% a long, slow checkout experience or queuing outside the store.
- 42% a difficult exchange/return policy.
- 26% a disjointed online/in-store experience.
“In the pandemic, many retailers’ in-store stock was depleted or completely sold out,” added Webster. “During the holidays it will be critical for retailers to fill the shelves and use their physical locations both to serve shoppers and as fulfillment centers to handle online orders and get shipments out to customers quickly.”
Malls live, but safety precautions crucial
While there has been much discussion about how indoor shopping centres will fare in the pandemic, shoppers were mostly unconcerned about the location as long as the proper safety precautions were in place.
- 18% of shoppers felt safest in an indoor mall; 17% in outdoor shopping venues; and 65% were fine with either with the proper safety precautions.
- 80% said it was important to see visible cleaning efforts.
- 74% noted they want to see reduced occupancy levels in stores as key.
- 60% said it was important to have staff and other customers wearing masks.
- 66% of shoppers noted contactless checkout was important.
- 44% of shoppers also said a lack of social distancing would cause them to have a bad shopping experience
Consumers get social with new brands
As consumers spent more time online during COVID-19, the survey found that 32% of Australian shoppers had discovered new brands on social media. This is a clear signal to retailers that upping social advertising this holiday season could impact sales. Here are the channels that were most prevalent:
- 66% of shoppers who discovered a new brand on social media did so via Facebook.
- 56% via Instagram
- 38% via YouTube
- 19% via Tik Tok
- 11% via other social channels
The delivery nightmare before Christmas
While retailers experiment with alternative retrieval options, home delivery is still the top choice among Australian consumers. This could present a delivery nightmare as shipping times will naturally get extended due to volume. To ease anxiety, 62% of consumers said real-time updates on item location throughout the delivery process is important. Here is how shoppers plan to retrieve online purchases:
- 68% of respondents prefer home delivery.
- 14% will buy online and pick up curbside.
- 18% will buy online and pick up in-store (BOPIS).
“Every parent nervously waiting for their child’s holiday gift to arrive will attest that transparency from retailers is an absolute must,” noted Webster. “Brands have to have the systems in place to communicate with customers every step of the way – from ordering through to delivery.”
Moving from browser to buyer
When shopping online or in-store, consumers cited these reasons for moving from a browser to a buyer:
- 60% a great price.
- 49% special offers or discounts (such as buy one, get one free).
- 37% something the shopper really wanted or found unique.
- 20% immediate availability and fast shipping time.
Please login with linkedin to comment
OracleLatest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.