The Land Down Under Ups their Omnichannel Game
Thursday, March 7, 2019

Categories: Market Research

The Land Down Under Ups Their Omnichannel Game

The Omni-2000 research looks at over 2000 global retail websites to discover the shopper’s view of omnichannel offerings. The global report looks at the state of omnichannel capabilities across the world. With the country reports you get a targeted view of how each country fairs in modern retail. So what is the verdict when it comes to omnichannel in Australia?

Omni-2000: Australia Report

Australian retailers are some of the best communicators in the world when it comes to omnichannel

In Australia, a total of 299 retailer websites are reviewed. The Omni-2000 research examines forty data points for each Australian retailer. This means a total of 11,960 data points for Australia. The research shows that Australia is still developing its in-store pickup capabilities. They along with Canada and the U.S round off the bottom of the Omni-2000 country list.

Australia Does a Ripper of a Job at Communications

Omnichannel retail must focus on providing a seamless customer experience. That means giving consumers seamless shopping between the bricks and mortar stores and purchasing online. A large part of that experience is providing great communication between brand and customer.

On communicating with shoppers, Australian retailers are some of the best in the world. A little less than one-third of Australian retailers have an omni-channel strategy working. But those who are doing it, are doing it well. Especially when it comes to promoting, educating, and informing customers.

For example, 74.5% advertise their click and collect services on the first page of their website. By no means perfect, this does beat the global average of 57.1%. It continues to baffle us as to why bricks and mortar retailers offering omni-channel services choose NOT to promote their services on the homepage. Click and collect is a major advantage for retailers. Especially those who are looking to compete with giants focused on digital capabilities like eBay, Amazon, Alibaba, and others.

Click and Collect - Omnichannel in Australia - Table with statistics

Answering the Big Questions

In Australia, click and collect remains a fairly new phenomenon. And with new things, come many questions. This is why it is crucial for retailers to include a frequently asked questions (FAQ) section on their site. Globally, 87.5% provide a click and collect FAQ section. Australia leads ALL countries with 94.7%. By providing answers to consumer questions, retailers are doing a great job of reducing the perceived risk. Removing risk helps emphasize the rewards of in-store pickup programs. More so, it encourages greater adoption of the services.

Another important part of the equation are pickup notifications. We found that 88.2% of retailers tell consumers that pickup alerts will be sent when the order is ready. Australia dominates in this area with 94.7% of retailers offering this touch-point. Letting shoppers know they will be notified when their order is ready for pickup reduces questions. It also makes the customer more comfortable with a process that is still new-ish to the market.

The more information provided to the customer the better. Omnichannel retailers in Australia are doing an excellent job of communicating with customers according to a few key areas. As more retailers evolve their channel retail strategy, it will be interesting to watch the area of communication. Will it become a key advantage for certain industry leaders?

Crikey! Where Australian Retailers Are Not Doing so Well

In Australia only 31.4% of retailers currently offer click and collect servicesOnly 31.4% of Australian retailers currently offer click and collect. This means there is plenty of room for omnichannel growth. Mid-size Australian retailers are the most likely to offer click and collect at 41.1%. Retailers with less than 50 stores in the chain are the least likely to offer BOPIS (buy online pickup in-store).

Recent researched showed that today’s Superconsumer enjoys shopping and does it frequently. This consumer also:

  • uses omnichannel profusely,
  • has more money to spend,
  • buys more goods,
  • is more loyal, and
  • returns items far less frequently than the average.

In other words, she is the ideal retail customer. This consumer ought to be the target for every retailer. In Australia, retailers of all sizes must get to know this customer. Any managing director in retail knows that retails’ future is an omnichannel one. As such, the click and collect superconsumer is the most coveted shopper. They have to learn that she expects to buy, pay, receive and even return items any way she wants. Transaction services have to be easy, and quick. This regardless of whether it is a pickup from a physical store, a transaction on a mobile device, on mobile apps, or otherwise. The superconsumer doesn’t care about channels unless it becomes a difficult transition.

Omnichannel in Australia has enormous growth potential. Already, we see significant progress from the Omni-1000 Australian research (last year). The Omni-2000 shows Australia taking major strides in click and collect adoption. But there is still much to be done to serve the nation’s dynamic retail market.

Download the full Australian report for Omni-2000 here.

Author: 

Charles Dimov, VP of Marketing at OrderDynamics

Charles Dimov is VP of Marketing at OrderDynamics. Charles has 23 years experience in Marketing, Sales and Management across various IT and Technology businesses. Previous roles include Chief of Staff, Director Product Marketing, and Director Sales. Charles has held roles in brand name firms like IBM, Ericsson, HP, ADP, and OrderDynamics.

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