‘Clicks Feeding Bricks’ As Offline Drives Shoppers In-store

‘Clicks Feeding Bricks’ As Offline Drives Shoppers In-store
SHARE
THIS



Scentre Group today revealed new research that confirms online channels have a significant influence on offline sales as shoppers increasingly browse online before purchasing in store, with “clicks feeding bricks”.

Conducted by Monash University’s Australian Centre for Retail Studies (ACRS), the report reviewed the role of the Searchable Mall (www.westfield.com.au) in influencing purchases offline and online sales and how the shopper journey has evolved in the digital era.

Screen shot 2015-02-19 at 9.27.27 AM

The research found that 72% of shoppers that completed a “web event”, like view store and product details, called a store or clicked out to a retailers website from westfield.com.au, within the last year, resulted in a purchase in-store or online, influencing $343m in annualised sales. Of this, $263m was purchased within a Westfield shopping centre, $64m purchased from the online stores of retailers, viewed on the site, and $16m purchased in other stores.

While 90% of shoppers purchase the products they intended, half of those purchased additional items, too.

Dr Sean Sands from the ACRS said: “This research suggests that westfield.com.au has a key role in generating down-stream sales for retailers’ featured on the website.

“Shoppers are increasingly researching products online prior to making purchase decisions, spending significantly more than store-only shoppers. Academic studies have shown that websites that focus on providing information on products and prices significantly increase revenues for retailers, even without the option to directly purchase online. It is pleasing to see the same applies in a shopping centre context with westfield.com.au. This provides further evidence of the positive impact that an online presence can have on in-store behaviour,” he said.

As the first digital product for Scentre Group launched in November 2013, the Searchable Mall has successfully shifted focus from an e-commerce site, to a platform that helps shoppers explore their local Westfield shopping centre through a range of features that allow you to find stores, opening hours, deals, events, dining options, cinema times and products from the best fashion, beauty, consumer electronics and home ware retailers and purchase products via retailer sites.

Pivotal to this online experience is the integration of dynamic product feeds from retailers located in Westfield centres. Since November 2013, over 160 retailers have been integrated to the Searchable Mall featuring over 190,000 products from brands such as David Jones, Oroton, Cue, Rebel, Dick Smith, Country Road, Napoleon Perdis, Sass and Bide, General Pants, The Body Shop, Jeanswest, Sportsgirl, Forever New, Bonds and more.

According to David Kesby, CEO, Cue Clothing Co: “Partnering with Westfield on the searchable mall has created another opportunity for our shoppers to find and shop our range. At Cue, digital innovation connects our customers with our brand wherever and whenever they want and we are pleased to have another online channel to showcase our products and content. We have seen how the searchable mall has influenced sales, and are looking forward to continuing our partnership with Westfield.”

David Robinson, David Jones group executive, marketing financial services and customer innovation said,“At David Jones our affiliate program is an essential component of our digital marketing strategy. Westfield.com.au is a key affiliate partner and we’ve seen positive traffic results from searchable mall since it launched in November 2013.”

The Searchable Mall has provided another channel for Australian retailers to connect with customers and extend their online brand presence.

“How online channels influence offline sales is now the biggest focus for leading retailers. As we have found on westfield.com.au, investments in digital innovation are increasingly being evaluated by store experience and performance over online sales only”, said John Batistich, director of marketing.

“The research into the browsing and purchasing behaviour of our shoppers shows the important role the Westfield Searchable Mall plays in influencing sales into our retailers’ stores with us and on their websites. We are an offline affiliate for our retailers.

“We are excited about the value the Searchable Mall is generating for our shoppers and retailers and we are committed to collaborating with our retailers to get more products and valuable content integrated onto our platform to improve the shopper experience from web to store,” said Mr Batistich.

Beyond the Searchable Mall, Scentre Group has launched a series of digital innovations recently to better connect the physical and digital shopper.

The $400m redevelopment of Westfield Garden City in Brisbane and the $475m redevelopment of Westfield Miranda in Sydney are the latest centres to offer a more complete suite of digital innovations including ticketless parking in Miranda, free WiFi, large entertainment projections, interactive digital gaming screens and a range of ambient activations catering to each market such as local art projections, historical content displays, social media content displays, touch screens and interactive installations.

“Through our ongoing commitment to large-scale redevelopments we can build the infrastructure required to continually innovate, future-proof and digitally enable our shopping centres. High value and high quality WiFi is now offered in Garden City and Miranda, with an announcement on our WiFi strategy to take place soon,” said Mr Batistich.

Further contributing to the seamless shopping experience is the new ticketless parking system launched at Westfield Miranda in November. Originally piloted in Westfield London, the Westfield Labs initiative uses licence plate recognition that allows shoppers to park without getting a ticket or stopping at a pay station, and has over 20,000 registrations since launch in October.

Finally, Scentre Group launched a pilot food app at Westfield Sydney, “Eat on Time” that allows CBD workers to pre-order their lunch and avoid the queues, accumulating over 5,000 downloads in its first 6 months.

“In collaboration with Westfield Labs, we look forward to delivering new digital products and service to assist our shoppers and retailers to strengthen the performance of our shopping centre assets,” said Mr Batistich.

Please login with linkedin to comment

employer brand Mark Zuckerberg Sense

Latest News

Nine Calls In The Recruiters As Search For Hugh Marks’ Replacement Heats Up
  • Media

Nine Calls In The Recruiters As Search For Hugh Marks’ Replacement Heats Up

Nine has hired the help of recruitment company Spencer Stuart and Associates, as it begins its search for a new CEO. According to the Herald, Spencer Stuart and Associates has already been in touch with potential candidates in the last week. Nine has said it will look both internally and externally for a replacement. Much of […]

TV Show Banned After Tutorial Shows Women How To “Shop Sexy”
  • Media

TV Show Banned After Tutorial Shows Women How To “Shop Sexy”

An Italian TV station has sparked nationwide outrage after it aired a segment offering tips to female viewers on how “shop in a sexy way”. The program called Detto Fatto (English translation: No Sooner Said Than Done) was broadcast on the state-owned channel Rai 2 and featured ballerina and pole dance teacher Emily Angelillo advising […]

by B&T Magazine

B&T Magazine
Bryce Mills & Ebony Boadu Will Take Over triple J Breakfast In January
  • Media

Bryce Mills & Ebony Boadu Will Take Over triple J Breakfast In January

triple j has announced that Bryce Mills and Ebony Boadu will take over triple j Breakfast in January 2021. Hailing from Moranbah via Woy Woy, 26-year-old Bryce Mills got his start in community radio, presenting on 2SER, before absolutely sweating triple j management to give him a job. Mills jumped at the chance to helm […]

Palo Alto, California, USA - January 02, 2018: Google parking street/pavement sign. Title of a Google on a parking spots for Google employees in Silicon Valley.
  • Technology

Google And Facebook Explore Options Ahead Of News Media Bargaining Code

Both Google and Facebook are both on the lookout for local content partners, according to reports, ahead of the introduction of the News Media Bargaining Code. The AFR has reported that Google has been in contact with Nine, News Corp and Seven West Media in recent weeks, to gauge the interest of a potential deal. The report […]

by B&T Magazine

B&T Magazine
Camille Baumann Joins eWave As Chief Customer Officer
  • Marketing

Camille Baumann Joins eWave As Chief Customer Officer

Global independent commerce innovator, eWave, has announced the appointment of Camille Baumann to the new role of chief customer officer. Baumann brings a wealth of expertise to eWave. Previously MD of Accenture’s Microsoft Business Group (Avanade), she was part of the Global Executive Leadership team, heading up APAC and Latin America regions to deliver Connected […]

Big Brands Follow Familiar Formulas In This Year’s Christmas Campaigns
  • Opinion

Big Brands Follow Familiar Formulas In This Year’s Christmas Campaigns

In this guest post, Dear Stoyteller’s MD Mike Drysdale dissects the four big retailers Christmas’ TVCs and finds, in spite of COVID, they’re following a very familiar festive formula… This year more than ever, for businesses big and small, the Christmas ad campaign may feel like it’s make or break. What’s the theme? Nothing too […]

Opinion

by B&T Magazine

B&T Magazine
Heart Foundation CMO Chris Taylor Departs
  • Marketing

Heart Foundation CMO Chris Taylor Departs

Chris Taylor will be leaving the Heart Foundation after almost three years as chief marketing officer. As the organisation’s first CMO, Talor had a mandate to establish a first-class marketing team to drive the Brand, Marketing and Digital strategies and support the organisation’s move into a new era as it transitioned from nine separate entities […]

Can’t Carry Ya Pints? The Four-Beer Holding Super Schooner Has Arrived
  • Marketing

Can’t Carry Ya Pints? The Four-Beer Holding Super Schooner Has Arrived

In a year full of challenges and set-backs, Ogilvy Sydney set out to solve a problem which has long troubled Australia’s beer drinking community—how to carry four schooner glasses at the one time. This tricky dilemma is hotly debated online among a passionate subculture of schooner carrying experts, with Facebook and Instagram groups devoted to […]

WPP AUNZ Announces It Will Give Back Staff Salary Sacrifices

WPP AUNZ Announces It Will Give Back Staff Salary Sacrifices

WPP AUNZ has today announced the return of the majority of salary sacrifices made by staff during the COVID-19 pandemic. Following the positive financial results for the business, and the announcement of return to full salaries in August, the news reinforces WPP AUNZ’s commitment to the wellbeing of its staff whilst recognising sacrifices made during unexpected circumstances. The decision offers […]

Australian National University Pitches Creative Accounts
  • Advertising

Australian National University Pitches Creative Accounts

The Australian National University (ANU) is approaching the market for agency partners offering services in the following categories: creative services, public relations, marketing and brand for the next 3-7 years. ANU is a highly esteemed national institution known for its excellence in research and teaching and has been ranked as Australia’s number one university since 2004 […]