The practice of webrooming has become a norm whether consumers are buying fridges or foundation. The industry term refers to checking products out online before heading to stores to see, touch or feel before committing to a purchase.
Unlocking Retail, a new study by Shopper, a leader in digital OOH retail marketing, in collaboration with Kantar Australia, the world’s leading data, insights and consulting company, reveals that online discovery is crucial for 40 per cent of Australians surveyed who shop in-store.
Better yet, Australians are returning to their pre-Covid purchasing habits, noted Karissa Fletcher, chief marketing officer for Shopper.
The research confirmed that shoppers are actively choosing to visit shopping centres frequently, with 70 per cent of consumers returning to pre-Covid shopping behaviours, she said.
“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 also continue to shop locally, revealed the study, with 1 in 3 visiting local and neighbourhood centres two to three times a week. A shopping experience that entices shoppers to spend more, driving higher conversion rates and overall increases in average purchase values.
A huge 8 in 10 people surveyed described their last shopping experience as highly satisfying. Price promotions and deals have also gained in importance as the cost of living has risen.
The research also confirmed that click-and-collect services fuel incremental sales, with 3 out of 4 retailers reporting that shoppers bought at least one more product while in-store to pick up their purchase.
Bargain hunting has been ramped up a level, says Shopper, and 55 per cent of consumers surveyed said they are prepared to chase down the best prices, even if it means shopping at different stores.
Consumers also remain focused on local and Australian-made goods, with over 50 per cent of respondents paying more attention to the origin of the products they buy.
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