Essential online purchases are going nowhere after pandemic – channelnews
As foot traffic to retailers in Sydney and Melbourne dries up due to COVID closures, customers have reported that online purchases of essentials are here to stay.
According to a new report from Salesforce and the Australian Retailers Association (ARA), while online shopping currently accounts for around 10 percent of all ABS retail statistics, 68 percent of consumers say they will continue. to go online to buy essentials even after the pandemic ends.
Despite this move to the internet, 69% still want businesses to deliver ‘in-store’ experiences on their digital platforms, including personalized offers, real customer service reps, and addressing their individual wants and needs. .
A whopping 98% also want companies to improve their social and environmental standards, according to the report.
Jo Gaines, AVP Salesforce Digital 360, says COVID has dramatically accelerated the digital shift.
“This puts tremendous pressure on companies to deliver compelling and seamless online experiences through any device or channel, while putting them together in real time.
“If brands want to stand out in a highly competitive digital landscape, they need to consider how their ethics and values can differentiate them from others. This has never been more important in an era when consumers seek and support retailers who prioritize the good and the good, not just profitability, ”she said.
ARA CEO Paul Zahra says shoppers want retailers to “meet them where they are” and are increasingly values-driven.
“Retailers have done an incredible job strengthening their omnichannel offerings to keep up with changing consumer needs and this priority remains a priority.
“Maintaining authentic and personalized relationships with customers and keeping customers at the center of retailer decision-making is essential. The new customer data and insights available through digital channels and first-party data acquisition opens up a new world of personalization, both in-store and online, ”he said.
The Sydney lockdown has forced the shutdown of ‘non-essential’ retailers, with the virus also wreaking havoc in distribution centers.