Study: In 2021, Online Retailers Will Focus on Sales Rather Than Marketing

Study: In 2021, Online Retailers Will Focus on Sales Rather Than Marketing
SHARE
THIS



A survey commissioned by CouriersPlease has found that e-commerce was the key driver in maintaining and boosting business in 2021.

Crucially, 84 percent of Australians now shop online and 33 percent prefer to shop online more now than they did pre-pandemic.

The study surveyed 163 online retailers and asked respondents which strategies they focused on before the lockdowns in March last year. There were nine common business priorities, including sales and marketing, expanding stock and online presence.

More than half the respondents worked on driving repeat customers, while 36 percent expanded their product range and 33 percent either focused on customer acquisition or increasing their digital presence.

27 percent worked on differentiating themselves from competitors, and 20 percent grew their e-commerce offerings.

After this, respondents were asked what their focus would be once the economy re-opens, hopefully this year. 52 percent will focus on sales, 28 percent on prioritizing customer acquisition, and 24 percent driving repeat customers.

Marketing, in contrast, is the main focus of just 20 percent of online retailers. Only 2 percent will prioritize improving their returns and exchange processes, and just 1 percent are focusing on opening or expanding their stores.

“While many online retailers experienced an increase in sales during the shutdowns, our survey suggests that sales will remain a priority in 2021. It is important that retailers consider ways to grow sales as the economy recovers and consumer spending increases,” said Paul Roper, Chief Commercial Officer at CouriersPlease.

“Often, the differentiator between retailers is the customer experience – and the last mile component is where brand differentiation really makes a difference.

Offering multiple flexible options such as express deliveries, parcel collection locations that are open after hours, and parcel redirection, help drive customer acquisition and loyalty, because convenience is key throughout the online shopping experience.”

Roper also recommended that retailers ensure they have an e-commerce strategy in place in preparation for any micro-lockdowns that may occur this year.

The full survey results, including breakdowns across organization size and industries, can be found here: couriersplease.com.au/Portals/0/etailerfocus_whitepaper_feb21.pdf

Please login with linkedin to comment

CouriersPlease

Latest News

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

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 […]

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 […]