Friday, July 26, 2024

Industry doubles down on omnichannel

Omnichannel strategies are set to scale drastically, with almost eight in ten (79%) Australian marketing decision-makers in the retail and consumer goods industries looking to implement or further invest in seamless customer experiences, according to new research.

The commissioned survey into the marketing investments of Australian retailers, brands and marketing agencies from ShopFully and Nielsen Media Analytics, found that 95% of respondents believe brick-and-mortar storefronts will continue to have a future, despite the evolution of digital shopping channels.

While the physical store remains a priority, almost half (49%) of marketing decision-makers surveyed will increase their spending on digital platforms such as websites, cross-media marketing and mobile apps by more than 25% in the next three years to better share information and build relationships with consumers.

Dean Vocisano, ShopFully’s Country Manager of Australia, says the findings demonstrate how the retail industry is set to embrace the rise of the unified shopping experience.

“Australian retailers and brands were quick to adopt and optimise digital mediums throughout the pandemic, with Click & Collect, delivery on instore and online purchases, and online stock checks among the most adopted features,” he says.

“The challenge now is to better integrate outdated, multichannel marketing models to support a seamless checkout experience for Aussie consumers who are making fewer shopping trips but with larger baskets.”

Areas of interest

Proximity marketing: the survey found that seven in ten (73%) of the retail industry professionals find app prompts or notifications to be an effective proximity marketing tool. Respondents across all three industry streams (in-house retail, brand and agency) identified social media ads as the most effective proximity marketing tool (78%), followed by personalised emails (73%), and Google ads (74%).

Digital catalogues: the industry is increasing its spend on digital catalogues more than any other media channel, with four in five (78%) respondents currently investing in this format. Specifically, the retailer and brand marketers surveyed spend, on average, over 20% of their overall marketing budget on digital catalogues, making it the biggest budget voice alongside television advertisements.

Digital channels: unsurprisingly, the retail industry is spending more on digital channels, with three-quarters (75%) of survey respondents having increased their investment in digital platforms over the past three years.

Marrying physical and digital

“In a fast-evolving industry, Australian brands and retailers run the risk of losing consumers before they convert if they’re operating without an understanding of how each customer touchpoint feeds into the next,” says Mr Vocisano.

“It’s essential to marry the physical and digital worlds to capitalise on the moments in which consumers are the most likely to fulfil a brand or retailer’s desired outcomes.”

He predicts the in-store experience is not going anywhere, and digital technologies will continue to expand in breadth and in capability.

“To gain a competitive edge in an already oversaturated sector, Australian professionals must act on the opportunity to enhance connections with customers and stand out from the crowd,” he said.

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