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.  

Renewables are cheap. So why isn’t your power bill falling?

Power prices are set to go up[1] again even though renewables now account for 40% of the electricity in Aust...

The Times Features

Airbnb unveils hidden wine regions to explore across Australia

Ahead of Easter, Airbnb launches Hidden Vines - the ultimate grape escape guide - as new data reveals travellers are keen to uncover lesser-known regions and revisit old favour...

Why 20% of workers don't feel safe in their workplace

80% OF AUSTRALIAN WORKERS FEEL THEIR COMPANY PRIORITISES HEALTH AND SAFETY IN THE WORKPLACE, BUT WHY NOT 100%? COS shares innovative solutions to keep staff healthy, safe and...

Cardio and strength training boost health as you age. But don’t forget balance exercises to reduce your chance of falls

We all recognise the benefits of regular aerobic or cardiovascular exercise to support our heart and lung health. Being active is also good for our social and mental health. ...

Riding in Style: Must-Have Bogs Gumboots for Equestrians

Key Highlights Bogs Gumboots offer superior comfort, durability, and waterproof protection, making them ideal for the demanding conditions of equestrian life. Their contoured...

How to Tell If You Need a New Roof in Melbourne Due to Leaks

Picture waking up in the early hours of the morning to the sound of mellow drips at your home, heralding the tremendous downpour of the previous night. As you look above, you not...

Rise of the Grey WoMad: Older Women Travelling Solo

Older Australian women are increasingly ditching their families and choosing to travel solo creating a new type of traveller known as the ‘Grey WoMad’. Budget travel platform ...

Times Magazine

Blocky Adventures: A Minecraft Movie Celebration for Your Wrist

The Minecraft movie is almost here—and it’s time to get excited! With the film set to hit theaters on April 4, 2025, fans have a brand-new reason to celebrate. To honor the upcoming blockbuster, watchfaces.co has released a special Minecraft-inspir...

The Ultimate Guide to Apple Watch Faces & Trending Wallpapers

In today’s digital world, personalization is everything. Your smartwatch isn’t just a timepiece—it’s an extension of your style. Thanks to innovative third-party developers, customizing your Apple Watch has reached new heights with stunning designs...

The Power of Digital Signage in Modern Marketing

In a fast-paced digital world, businesses must find innovative ways to capture consumer attention. Digital signage has emerged as a powerful solution, offering dynamic and engaging content that attracts and retains customers. From retail stores to ...

Why Cloud Computing Is the Future of IT Infrastructure for Enterprises

Globally, cloud computing is changing the way business organizations manage their IT infrastructure. It offers cheap, flexible and scalable solutions. Cloud technologies are applied in organizations to facilitate procedures and optimize operation...

First Nations Writers Festival

The First Nations Writers Festival (FNWF) is back for its highly anticipated 2025 edition, continuing its mission to celebrate the voices, cultures and traditions of First Nations communities through literature, art and storytelling. Set to take ...

Improving Website Performance with a Cloud VPS

Websites represent the new mantra of success. One slow website may make escape for visitors along with income too. Therefore it's an extra offer to businesses seeking better performance with more scalability and, thus represents an added attracti...

LayBy Shopping