Monday 19 July 2021
The majority of Australian consumers (69%) want businesses to deliver digital versions of in-store experiences as the pandemic accelerates the move for in-person interactions to online, a new report has found. According to the research, when customers deal with retailers online, they want to be known, receive relevant offers and the same seamless experiences they receive in-store.
The key findings are from The reinvention of the retail experience - a joint report from Salesforce and the Australian Retailers Association (ARA) that examines how innovation is driving changes in consumer behaviour, and how businesses are adapting.
According to research from Salesforce, retailers have started to embrace digital experiences with almost three-quarters of B2C organisations implementing live chat or video experiences; 58% are using virtual events like Instagram Live while 53% are enabling virtual shopping or stylist appointments.
The trend for these types of digital experiences is here to stay with two-thirds (68%) of consumers saying they are likely to continue to buy essential goods online after the health threats of the pandemic subside. According to the Australian Bureau of Statistics, online purchases currently represent around 10% of all retail, but continues to have a strong trajectory.
Personalisation will be key to keeping customers successfully engaged online, with half (52%) of consumers expecting offers to always be personalised. In addition, 66% of customers want an experience that demonstrates retailers understand their unique wants and needs.
While digital experiences are crucial, dealing with a customer service representative is important with the vast majority of customers (83%) expecting to engage with someone immediately when contacting a company.
The report reveals consumers are becoming more values-driven with 56% of customers re-evaluating the societal role of companies this year and 98% wanting to see improvements in the environmental and social practices of businesses.
ARA CEO Paul Zahra said the past year has seen a powerful shift in the way we live, work and interact with brands and products, with customers increasingly purchasing the things they need with a few taps of their fingers.
"Shoppers expect retailers to 'meet them where they are', through consistent, seamless omni-channel interactions. They are also more values-driven, showing loyalty to brands and retailers that reflect their values - from human rights issues to climate change and sustainability," Mr Zahra said.
"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.
"Maintaining genuine and personalised connections with customers and keeping customers at the epicentre of retailer's decision-making is key. 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."
Jo Gaines AVP Salesforce Digital 360 said, "COVID-19 accelerated the shift towards digital and consumers increasingly expect retailers to deliver in-store experiences online. This is putting significant pressure on businesses to deliver compelling and frictionless online experiences via any device or channel, whilst stitching it altogether in real-time.
"If brands are to stand out in a very competitive digital landscape, they must look at how their ethics and values can differentiate them from others. 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."
