Adyen, the payments platform of choice for many of the world’s leading companies, has conducted a major survey across 26 countries, including Australia, to identify the retail trends spring boarding continued growth.

Although online sales surged during Covid-19 lockdown restrictions, the international study revealed that 73 per cent of Australians preferred to shop in-store – a significant 14 per cent more than any other country surveyed.

Interestingly, more than 34 per cent said they had a new appreciation of being able to touch and feel products physically following the harsh restrictions of the Covid-19 pandemic.

More than two-thirds of Australians – 67 per cent – also believe that physical stores are a crucial touchpoint, even if they buy from the same retailer online.

Customer service – particularly important in the beauty industry – ranks very highly with Australians. Nearly half of those surveyed – 48 per cent – said they prefer to go in-store for customer service or to find help with a product they couldn’t obtain online.

More than 51 per cent confirmed they were more loyal to retailers who have a physical and an online presence. A finding borne out by Adyen’s research that 63 per cent of retailers who offered unified commerce enjoyed 20 per cent more growth.

Australians are major fans of loyalty and reward programs. The Priceline Sister Club, for example, is one of the largest in the country. But more could be done.

More than 50 per cent of Australians surveyed said they would be more likely to shop with a retailer if its loyalty program worked automatically through a payment card. At present, only a few retailers offer this innovation.

Other major “wants” for retailers to take note of centre on returns. A high 53 per cent of Aussies said they would be more loyal to businesses that allow them to buy products online and return them in-store.

Hayley Fisher, Country Manager for Australia and New Zealand at Adyen.

While Aussies were quick to adopt e-commerce during the pandemic, it didn’t diminish their love for in-store shopping, says Hayley Fisher, Country Manager for Australia and New Zealand at Adyen.

“If anything, Aussies now expect retailers to provide the best of both worlds. To continue to remain agile and competitive, retailers should be driving towards meeting these consumer expectations, delivering exceptional customer experiences both in-store and online.”

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