The Times Australia
The Times Australia

.
The Times Real Estate

.

Australians prefer shopping in store

  • Written by Toluna

73% of shoppers who’ve tried on products virtually are more likely to purchase 


 



Despite the spike in online shopping behaviour due to COVID-19, Australians still prefer to shop in bricks and mortar stores, according to new research by Toluna, a leading consumer intelligence platform. However, the rise of virtual shopping experiences – such as augmented reality and online product try-ons – may soon replace the need for tactile shopping experiences, with 73% of shoppers more likely to purchase product they’ve tried on virtually. 

 

The research, which surveyed 1005 Australians between 12-14 March 2021, showed that across the board, the majority of Australian shoppers still prefer to shop in store, particularly when shopping for groceries (77%), personal care products (70%) furniture (67%) and home improvement tools (67%), with just over half preferring to shop in store for clothing (59%), beauty products (56%) and sporting equipment (53%). Electronics was the only category which shoppers preferred to shop online (51%) vs in store (49%); with shoppers predominantly having their electronics delivered to their home (32%) or choosing click and collect (14%).  

 

Tactile, real-life experiences key 

The research confirmed what we expect to hear from customers, that online shopping is convenient (64%), saves time (54%) and makes it easier to compare prices (50%). But despite its benefits, less than half of the respondents (42%) actually enjoy online shopping, with another 40% on the fence, stating it depends on the store.  

 

For those who’ve been shopping more online due to COVID-19, it’s the tactile, real-life experiences they’ve missed the most about shopping in stores, such as hand-picking items (67%), trying things on (57%), testing items before buying them (46%) and face to face customer service (50%). Interestingly, tactile shopping experiences are more important to women, with 72% stating they miss hand picking items and 63% who miss trying things on, compared with only 61% and 51% for men respectively. On the other hand, 54% of men stated they missed in-person customer service, compared with only 46% of women.  

 

Virtual experiences sway purchasing decisions 

As online retailers improve their e-commerce sites – introducing experiences such as virtual product try ons – online shopping may become more enjoyable. Of the 13% who had tried on products virtually online, the majority (77%) were satisfied with their experience, with 73% stating they’re more likely to purchase products they’ve tried on virtually.  

 

The highest levels of customer satisfaction were found amongst those who virtually tried new hair colours (89%), glasses (75%), clothing (71%), make up (79%), shoes (75%) and watches (83%). Likewise, shoppers were more likely to purchase hair colours (74%), glasses (67%), clothing (65%), make up (72%) after having tried them on virtually.  

 

Further, almost a quarter of all respondents (24%) believe trying on products virtually is as good as trying on a product in real life; with 27% stating they’d be willing to spend more on a product if they were able to virtually try it on before purchasing.  

 

Customer service bots need improvement  

Live chat bots, however, received mixed reviews from respondents. Just under half the respondents (42%) believed chat bots were a useful tool while over a third (37%) disagreed. When it came to helping drive online purchases, 42% thought chat bots positively influenced their purchase, while 36% said they were unlikely to make a purchase after using one.  

 

The biggest complaints about chat bots were that they were unable to solve issues (40%), they continually redirected customers to self-serve FAQs (40%) and respondents felt the chat bots blocked them from accessing a live person (37%).  

 

Sej Patel, Country Director, Toluna, Australia & New Zealand said the research highlights the importance of experience for shoppers, whether in-person or online.  

 

We hear a lot about the importance of experiential retail, and these results show us that experience is as important as ever. Shoppers want to touch and feel products, to try them on, to speak to customer support people in real life. Bricks and mortar retailers can take comfort in this and continue to provide the best in store experiences for their customers.  

 

“For e-retailers, it’s clear that price and convenience alone isn’t enough to keep people exclusively shopping online post-COVID. Customers crave a tactile shopping experience, so the e-commerce sites which are adding experiential features like AR and virtual product try ons, are the ones who’ll remain competitive long term.” 

 

Toluna delivers real-time consumer insights at the speed of the on-demand economy. By combining global scale and local expertise with innovative technology and award-winning research design, we help clients explore tomorrow, now.   

  

Toluna is the parent company of Harris Interactive Europe and KuRunData. Together, we strive to push the field of market research toward a better tomorrow.  

Labor surges to 7-point lead in Resolve poll, and has sizeable leads in two other national polls

There’s been a significant turnaround in the national polls ahead of the 2025 federal election, with the momen...

The Times Features

How to Treat Hair Loss Without a Hair Transplant

Understanding Hair Loss Hair loss can significantly affect individuals, both physically and emotionally. Identifying the causes and types can help address the issue more effecti...

How to Find a Trustworthy Professional for Your Plumbing Needs

Nowra is an idyllic locality often referred to as the city of the Shoalhaven City Council in the South Coast region of New South Wales, Australia. This picturesque suburb feature...

How to Choose a Mattress for Back/Neck Pain and All Sleepers?

Waking up with a stiff neck or aching back can derail your entire day. If you're one of the millions struggling with chronic pain, a supportive mattress is more than a luxury – i...

What to Look for in a Professional Debt Collection Service

Often in life, overdue payments are accidental or caused by unusual circumstances. This can cause some temporary convenience, but everything carries on as usual. However, when th...

Be inspired by celeb home decor from across the globe

GET THE LOOK: INDULGE IN THE SAME INTERIOR AS YOUR FAVE CELEBS There is a reason that Denmark ranks the highest on the happiness scale worldwide, one word: Hygge. Hygge. Hygge is ...

Maximizing Space in Narrow Lot Homes: Smart Design Solutions

Urban housing markets continue to push homeowners toward smaller, narrower lots as land prices climb and city populations grow. These thin slices of real estate present unique de...

Times Magazine

The Essential Guide to Transforming Office Spaces for Maximum Efficiency

Why Office Fitouts MatterA well-designed office can make all the difference in productivity, employee satisfaction, and client impressions. Businesses of all sizes are investing in updated office spaces to create environments that foster collaborat...

The A/B Testing Revolution: How AI Optimized Landing Pages Without Human Input

A/B testing was always integral to the web-based marketing world. Was there a button that converted better? Marketing could pit one against the other and see which option worked better. This was always through human observation, and over time, as d...

Using Countdown Timers in Email: Do They Really Increase Conversions?

In a world that's always on, where marketers are attempting to entice a subscriber and get them to convert on the same screen with one email, the power of urgency is sometimes the essential element needed. One of the most popular ways to create urg...

Types of Software Consultants

In today's technology-driven world, businesses often seek the expertise of software consultants to navigate complex software needs. There are several types of software consultants, including solution architects, project managers, and user experienc...

CWU Assistive Tech Hub is Changing Lives: Win a Free Rollator Walker This Easter!

🌟 Mobility. Independence. Community. All in One. This Easter, the CWU Assistive Tech Hub is pleased to support the Banyule community by giving away a rollator walker. The giveaway will take place during the Macleod Village Easter Egg Hunt & Ma...

"Eternal Nurture" by Cara Barilla: A Timeless Collection of Wisdom and Healing

Renowned Sydney-born author and educator Cara Barilla has released her latest book, Eternal Nurture, a profound collection of inspirational quotes designed to support mindfulness, emotional healing, and personal growth. With a deep commitment to ...

LayBy Shopping