Adobe Digital Dialogue

ANZ online retailers should brace for December 13 judgement day

Smart shop­pers in Aus­tralia and New Zealand are increas­ing­ly leav­ing the annoy­ances of brick-and-mor­tar retail behind, embrac­ing the world of online shop­ping instead. While this approach deliv­ers a more relaxed expe­ri­ence for the cus­tomer, online out­lets will find them­selves no less fren­zied when inter­net shop­ping is sched­uled to peak on Decem­ber 13th.

Accord­ing to new data from the Adobe Dig­i­tal Insights 2016 Hol­i­day Shop­ping Pre­dic­tions: Europe and Asia Pacif­ic report, this date will see peo­ple in Aus­tralia and New Zealand spend AUD$236 mil­lion online – a 60% increase on a typ­i­cal day for the hol­i­day peri­od – amount­ing to a spend of AUD$9.50 per inter­net user across both coun­tries.

For retail­ers hop­ing to cash in on this increased spend­ing, Adobe’s report pro­vides some effec­tive strate­gies:

Aus­tralians’ top rea­sons for shop­ping online include low­er prices and bet­ter deals (65%), free ship­ping (49%), and increased prod­uct avail­abil­i­ty (31%).

Aus­tralians are not as sus­pi­cious of being mar­ket­ed to as they once were, result­ing in a sig­nif­i­cant drop in the num­ber of peo­ple who object to being approached by retail­ers in the hol­i­day sea­son.

79% of Aus­tralians are open to hear­ing from mar­keters this hol­i­day sea­son. In fact, emails and adver­tise­ments are now pre­ferred as a means of find­ing bar­gains over in-per­son con­ver­sa­tions with friends and fam­i­ly.

Social media’s impact is also grow­ing, with its influ­ence on pur­chas­ing deci­sions enjoy­ing a 450% increase since 2015, jump­ing from 2% last year to 11% in 2016.

There has been an increase in people’s com­fort lev­el around using smart­phones and tablets to make pur­chas­es, and over a quar­ter of all online rev­enue from the hol­i­day peri­od will come from pur­chas­es made on these devices. Aus­tralians will vis­it up to 3–4 web­sites before mak­ing a pur­chase.

Shop­pers have indi­cat­ed this will­ing­ness to browse and buy on-the-go stems from retail­ers doing a bet­ter job of mobile opti­mi­sa­tion (65%), apps now pro­vid­ing an eas­i­er shop­ping expe­ri­ence than tra­di­tion­al web browsers (48%), and bet­ter mobile pay­ment options (48%).

With Aus­tralia and New Zealand’s shop­pers set to spend AUD$10.7 bil­lion online over this hol­i­day peri­od – a 12% increase year on year – now is the time for online retail­ers to adapt to chang­ing shop­ping habits, to embrace mobile opti­mi­sa­tion, and to take advan­tage of shop­pers’ increased open­ness to being approached by retail­ers in the build up to the hol­i­days.


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