Beyond The Basics

Why The Largest Australian Retailers Are Losing The Online Battle

Australia’s large retailers face increasing competition online from both Australian and overseas retailers. We have conducted research into 62 of Australia’s largest retailers in Australia and their basic capabilities across web, email, social and email.

Today, consumers use multiple online channels throughout the purchase lifecycle – for information search and evaluation, for purchase and for post-purchase service and reassurance about a product or service. Every Australian retailer therefore needs to understand their customer and these digital touch points to ensure they provide a seamless customer experience and optimal engagement.

Our research found a broad range of capabilities used by Australia’s largest retailers. The most basic capabilities are used by almost all retailers. Going beyond the basics we found that most retailers are selling online but the techniques and capabilities used vary widely with tried and tested techniques in some cases only used by a small minority of retailers.

Our research identified that large retailers can be split into three distinct groups:

• Those who have a website but do not sell online
• Retailers with a basic online shop, who are using – but not optimising – social media and email marketing
• Retailers who have an online shop, engaging content, use social media and more sophisticated use of email/OnlineCRM

Our research concluded that retailers need an integrated strategy that optimises their customer’s experience. They should deploy proven techniques that engage customers and improve sales and the retailers’ broad marketing strengths and budgets need to be brought to online to differentiate from local and overseas competition.

For more information including a detailed breakdown of the overall statistics and by sector as well as detailed conclusions and recommendations.

This 34 page report includes:

• Executive Summary
• Key Findings
• The impact of digital channels on the purchase lifecycle
• Sector comparison
• Clothing, footwear and accessory sector findings
• Household goods sector findings
• Department store and multi retailer sector findings
• Food sector findings
• Conclusions and recommendations