We decided to survey 500 Australian shoppers and found interesting information about shoppers’ online and in-store shopping habits as well as omnichannel habits.
Online vs. Offline
When asked where the shoppers shop, the vast majority of respondents answered ‘both’.
We had seen interesting numbers in online vs offline shopping preference. Offline is favoured by more shoppers than online, however many shoppers were indifferent to the channel they use.
It’s no surprise, however, that most shoppers prefer to shop offline, based on additional data we gathered elaborating on the reasons for preferring offline shopping.
The preference to buy in store presents an opportunity to retailers having both offline and online capabilities.
The preference of shopping channel varies between industries. Books is the only category where more customers prefer purchasing online than in-store (41% vs 32%). Food and groceries is the category with the highest proportion of in-store preference (73%) followed by furniture (70%). Cosmetics is the category with the most indifferent customers (33%), although the number of in-store customers overtakes the indifferent ones.
Nowadays, there are many channels through which customers can communicate and interact with the company. Customers tend to not only switch between the channels multiple times, but also to simultaneously use multiple channels. These are called the omni-consumers and they expect businesses to operate as omnichannels.
The majority of respondents use their mobile while in-store, a simultaneous use of two channels. There are many reasons for why this is popular amongst shoppers:
Many customers browse online before they go in-store to complete a purchase. Additional data we collected indicates on the reasons for looking up online information before heading to store.
It is logical that they check stock availability as sometimes customers can enter the store to find the product they want not available. Only 9% of respondents said it never happened to them, while 51% said sometimes and 33% said some of the times. A sad 7% said it happens to them all the time!
Click and collect is the service that integrates online and offline channels. Customers order items online and pick them up at a location. This service has become very popular for providing the choice and convenience of online shopping while eliminating any potential delivery issues. 44% of respondents have used this service and 47% of respondents are more likely to buy from a site that offers this service.
Because shoppers integrate multiple channels into one shopping experience, it is important that companies integrate data from multiple channels when personalising for shoppers. It is indeed desired by shoppers, with 46% of respondents wanting to see product recommendations on sites based on their in-store purchases and only 28% not wanting to.
Barilliance recognises the importance of data integration from multiple channels. It creates an uninterrupted and a more relevant shopping experience, and allows shoppers transition between channels in a seamless manner. Barilliance’s omnichannel capabilities throughout the shoppers’ journey, to personalise the site, product recommendations and post-purchase emails, enable companies to create a consistent and continuous shopper journey with the most up-to-date information.
Barilliance specialises in personalisation tools for e-commerce, including cart abandonment, retargeting emails and personalised product recommendations.