Aussies want the best of in-store experiences delivered online: ARA

Dean Blake

20th Jul 2021

With retail increasingly turning online, the majority of customers are wanting retailers to step up their online game – with 69 per cent wanting digital versions of in store experiences, better personalisation, and an improvement on online service.

According to the ‘reinvention of the retail experience’ report released jointly by Salesforce and the Australian Retailers Association, the transformation of consumer’s expectations throughout the pandemic hasn’t slowed, with the past year seeing a shift in the way customers interact with brands.

And most brands are trying to meet these expectations, with almost three quarters of B2C organisations now offering live chat or video experiences, 58 per cent using virtual shopping events, and 53 per cent offering virtual styling or shopping appointments.

“Shoppers expect retailers to ‘meet them where they are’,” said ARA chief executive Paul Zahra.

“Retailers have done an incredible job to boost their omni-channel offerings to keep up with the changing needs of consumers and this focus remains top-of-mind.

“The new data and customer knowledge available through digital channels and first-party data acquisition are opening up a new world of personalisation – both in store and online.”

Salesforce Digital 360 AVP Jo Gaines said the pandemic accelerated the shift toward more online shopping, putting significant pressure on businesses to deliver compelling offers online as well as to put their ethics and values front and centre.

“It’s never been more important at a time when consumers seek out and support retailers who prioritise doing well and doing good, not just profitability,” Gaines said.