Almost 5 million Australian shoppers claim they don’t have the time to shop around for groceries. And many will only shop when the need is absolutely pressing. The total number of shopping trips in the market has fallen by 4% over the past couple of years, with online gaining occasions from other outlets – as well as increasing the average basket size (in dollar spend).
What this ultimately means is that there are fewer opportunities to convert a shopper to a sale while in-store. Retailers and manufacturers need to think very deeply about how to best influence each shopping experience to maximise the potential of a sale.
The rise of time-poor consumers has not translated into more smaller, top-up shops. Over the last three years, our research has consistently shown that more than three-in-five shoppers still focus on their main shop to optimise their time – and many are now turning to the convenience of online. The total number of shopping trips in the market has declined overall, but online grocery has seen an increase in the number of shopping trips and dollars spent.
That being said, there is still an opportunity to win over the shopper when they are in-store. Unlike an online environment where consumers will always tend to be heavily swayed by price; for bricks and mortar stores, the overall shopping experience is crucial and in-store execution and shopper activation must take centre stage.
Our best picks for in-store experience recently are:
1. Harris Farm Markets (Groceries): Atmosphere is key. Atmosphere – music, visuals, scent are all nailed by this grocery chain. And they totally nail the ability to try different products, from raw milk to truffle infused cheeses.
2. Coco Republic (Furniture): But atmosphere is not just about the eyes and ears. Engaging all the senses is another way that stores are creating an experience for shoppers, and Australians are paying attention. This furniture chain smells amazing, nails the visual aesthetic of their showrooms and incorporates an Italian themed cafe in its headquarters in Alexandra.
3. Platypus Shoes: More and more consumers are comfortable buying shoes online, but this chain does an epic job of visual merchandising, making it so tempting to shop for shoes the ol’ fashion way.