‘Clicks Feeding Bricks’ As Offline Drives Shoppers In-store
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.
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.
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.