ACRS Retail Monitor 2020

May 2020

18 – 24

The ACRS Retail Monitor is an annual study that monitors consumers’ shopping preferences and behaviour, based on an online survey of 514 Australian shoppers. Data was collected between 11 May – 15 May 2020.

65+

19%

11%

1% 17%

55 – 64

25 – 34 19%

AGE

17%

10%

45 – 54

7%

35 – 44

19%

35%

18%

2% 24%

$150,000 or more

Less than $39,999 11%

$100,000 to $149,999

$80,000 to $99,999

18%

ANNUAL HOUSEHOLD INCOME

14%

14%

Couple with adult children

13%

Family with young children

19%

$40,000 to $59,999

15%

Family with teenage children

7%

Single person living with parents

7%

Single person living with flatmates/friends

7% 6%

Single person living with children

$60,000 to $79,999

Couple living with flatmates/friends Other

Note: Percentages may not add up to 100% due to rounding

18%

Single person living alone

23%

2%

25%

Couple with no children

1% 2%

50%

50%

FEMALE

MALE 65% METRO

35% REGIONAL

70% OF AUSTRALIAN SHOPPERS PURCHASED CLOTHING, FOOTWEAR & ACCESSORIES IN THE LAST SIX MONTHS Clothing, footwear, & accessories

70%

Household Personal care Consumer electronics Media & entertainment Automotive Travel & tourism Sporting goods & equipment Other

WHAT TYPE OF NON-GROCERY PRODUCTS HAVE YOU PURCHASED IN THE LAST SIX MONTHS?

MOST PURCHASES ARE MADE THROUGH PHYSICAL STORES 77% 71%

72%

71% 68% 59%

57%

41%

Physical stores Retailer websites

20%

Online marketplaces Online only retailer websites Retailer mobile/ tablet apps Social media Clothing, footwear & accessories

Household

Personal care

Consumer electronics Media & entertainment

Automotive

Sporting goods & equipment

Travel & tourism

WHICH CHANNEL(S) DID YOU USE TO PURCHASE YOUR NON-GROCERY PURCHASES IN THE LAST SIX MONTHS?

Other

ON AVERAGE 59% OF CONSUMER SPEND WAS MADE IN PHYSICAL STORES ACROSS ALL PRODUCT CATEGORIES

59% PHYSICAL STORES

RETAILER WEBSITES

15%

ONLINE MARKETPLACE

11% ONLINE ONLY RETAILERS

10% 3%

3% SOCIAL MEDIA

MOBILE/ TABLET APPS

OVER THE LAST SIX MONTHS, APPROXIMATELY, WHAT PERCENTAGE OF YOUR NON-GROCERY SPEND DID YOU USE THROUGH THE FOLLOWING CHANNELS? Note: Percentages may not add up to 100% due to rounding

RETAILER WEBSITES WERE MOST POPULAR FOR PRODUCT OR PRICE COMPARISONS, WHILE PHYSICAL STORES WERE MOST COMMONLY USED FOR PRODUCT INFORMATION Product or price comparisons 60%

Ethical/ sustainable information

50% 40%

Product information

30% 20% 10%

Store location or choice

0%

Brand information

Physical stores Retailer websites Online marketplace Inspiration for my next purchase

Keeping up to date with brands/ retailers

Online only retailers Mobile/tablet apps Social media

None of these

ASIDE FROM PURCHASING, WHAT DO YOU GENERALLY USE THE FOLLOWING CHANNELS FOR?

PRICE IS BY FAR THE MOST IMPORTANT FACTOR WHEN NON-GROCERY SHOPPING

1

86%

PRICE

Convenience

2

67%

QUALITY

3

52%

PRODUCT AVAILABILITY

46%

Promotions Customer service Delivery options Variety Product/brand information Supporting local retailers

WHAT WOULD BE YOUR TOP 10 FACTORS WHEN NON GROCERY SHOPPING?

1

65%

PHYSICAL STORE

2

55%

PHYSICAL STORES CONTINUE TO BE KEY SOURCES OF INFORMATION WHEN MAKING BRAND PURCHASE DECISIONS 54%

WEB SEARCHES

3

55%

RETAILER WEBSITES

Promotions

Mail Television Email Family, Online friends, or catalogues reviews and marketing colleagues blogs

Social media

WHAT WOULD BE YOUR TOP 10 INFORMATION SOURCES WHEN DECIDING TO PURCHASE A BRAND?

SHOPPERS EXPECT TO USE ONLINE CHANNELS MORE IN THE NEXT SIX MONTHS DUE TO COVID-19 9%

Physical stores

23%

Retailer websites

7%

8%

Online marketplaces

7%

8%

Online only retailer websites

7%

Retailer mobile/ tablet apps

Social media

49%

55%

11%

13%

Significantly less

27%

58%

7%

58%

8%

63%

8%

62%

Somewhat less

About the same

14%

Somewhat more

5%

4%

23%

4%

24%

5%

15%

13%

4%

5%

Significantly more

IN LIGHT OF THE ONGOING NOVEL CORONAVIRUS (COVID-19) SITUATION, DO YOU EXPECT TO USE THE FOLLOWING SHOPPING CHANNELS MORE OR LESS IN THE NEXT SIX MONTHS FOR NON-GROCERY PURCHASES?

AUSTRALIAN CONSUMER AND RETAIL STUDIES Department of Marketing Monash Business School Level 6, Building S 26 Sir John Monash Drive Caulfield East, VIC 3145 T +61 3 9903 2869 E acrs@monash.edu monash.edu/business/acrs

Discover how ACRS and Monash Business School can drive your business strategy