Digital shopping becoming ubiquitous in A/NZ

Digital shopping is becoming ubiquitous in the A/NZ region, with 85% of Australians and New Zealanders now shopping online.

A survey by omnichannel retail platform provider CitiXsys also found that 52% of Australians and 47% of New Zealanders now find shopping online to be more convenient than in-store.

While brick and mortar stores still represent the vast majority of retail transactions, 63% of Australians research a product once or more online before purchasing in-store.

The survey also shows that 56% of Australians value being able to shop with the same retailer over multiple channels, and the same percentage choose a channel based on convenience.

CitiXsys said the results show that retailers need to embrace digitisation, exploring offerings such as free Wi-Fi or location-based services including the sending of loyalty offers directly to a user’s smartphone when he or she walks into a store.

On the other hand, consumer attitudes remain barriers to further e-commerce adoption. Some 29% of Australian and 34% of New Zealanders think they are more likely to have a disappointing experience online than in-store. And only 30% of A/NZ shoppers feel equally rewarded over whichever channel they use.

“Moving from multichannel to omnichannel strategies is essential for retailers who want to embrace the digitisation of the retail industry, and create strong relationships with their consumers,” commented Brian Walker, CEO and founder of Australian retail consultancy the Retail Doctor Group.

“It has now become vital in order to compete with rising competition from international entrants who are gaining market share in A/NZ.”

Image courtesy of Joe the Goat Farmer under CC