Earlier in the year, Australia post released insights into Australians' online shopping habits.
According to that research; there was an 18.7 per cent increase in online shopping which totalled $21.3 billion in 2017; one in five online purchases are made on a mobile device; and, buy now, pay later payment options are on the rise.
The report also stated that the Hobbies & Recreational Goods category is primed for growth as customers become more comfortable buying larger items online.
Coming into the busy Christmas period, Toy & Hobby Retailer has researched and collated the key information to help you optimise sales in both your bricks-and-mortar and online stores.
Optimise mobile phone purchases.
According to research released by Mobify, mobile shoppers don't begin their shopping journey on a product page, instead 68 per cent of them land on non-product pages which can include the homepage, blog pages or promo pages.
To make the shopping experience seamless and convert a sale, Mobify suggests that retailers should discover (through Google Analytics or the like) which pages are the most popular landing pages on the site and turn these into accelerated mobile pages (AMP) – pages that load instantaneously from search results – which will prevent customer drop-off.
Mobify also says that retailers have less time than they think to engage mobile shoppers. According to the research, Google Analytics automatically defaults to the mean session duration (the average) in audience reports, which can be skewed by those shoppers spending significantly more time on the site.
Mobify suggests that retailers need to instead look at the median (the middle) session duration to see where 50 per cent of customers end their session, to be able to intercept them before they leave.
If a shopper abandons their cart, Mobify says that there's at least a 33 per cent chance they'll return within a week to finish the purchase. Mobify suggests that retailers should make adding a product to the cart as efficient as possible, as mobile purchasers run into frequent distractions.
If a consumer leaves the site with an unfinished purchase, retailers should send them a cart abandonment push notification to encourage them to complete the purchase.
To read the full Mobify report, click here.
Consumers are likely to engage in blended shopping behaviours – are you across both?
New research released by The NPD Group suggests that 60 per cent of consumers in the US plan to shop at both brick-and-mortar stores and online in the upcoming holiday season.
Chief industry advisor at The NPD Group, Marshal Cohen, said that the division between traditional retail and digital retail is breaking down.
“The traditional division between online and in-store retailing continues to shift and blur.
“Traditional store retailers are upping their online games these days, while they are also finding ways to drive traffic to stores with improved efficiency, more entertaining shopping experiences and better value.
“Online retailers are also finding ways to blur the retail divide in their own ways, offering lower prices and shipping options that get products to consumers faster than ever,” he said.
The 2018 Holiday Purchase Intentions Survey, also stated that 70 per cent of US shoppers plan shop online only, 42 per cent intend to shop offline as mass-merchant and discount locations, 24 per cent will shop at national chains, while 23 per cent will shop at department stores.
These behaviours are likely to be reflected by Australian consumers when looking at the rises in both traditional retail and online retail as reported by the Australian Bureau of Statistics and Monash University (see below).
Watch this video below to learn how to drive traffic to your online store.
Create an experience in your store.
Monash University released insights into Aussie consumers' shopping behaviours in July, stating that 65 per cent of Australian consumers prefer shopping in a bricks-and-mortar store.
What's more, the report suggests that Australians are making more non-grocery purchases in a traditional retail store in 2018, than they were in 2016.
However, some Aussie retailers are failing to take advantage of the resurgence in traditional shopping.
According to Dr Rebecca Dare, the managing director of the Australian Consumer Retail and Services (ACRS) research unit, retailers need to ensure that the basics in the store are right.
“We see trends overseas with empathic, human-centred design and advanced technologies that make shopping easier and/or more pleasurable, however in Australia it’s all too common to see that in some cases the basics aren’t right.
“Stock is piled high to the ceiling, merchandise is displayed poorly, and finding personalised customer service can be difficult.
“Australian retailers need to understand that customers want the experience that the physical store can bring. Retailers just need to provide it.
“There is a return to the importance of customer experience at physical stores. Human touches and the sensory experiences of a store visit is increasingly important, particularly with millennials, who prefer to spend more money on experiences than on material things.
“Shoppers miss the customer experience of physical stores [the] real life connection with other people – touching things and trying them on is not an experience you get online,” Dare said.