The new shopper

 

Online shopping conceptThe number of consumers who shopped online in 2013 was actually higher than the number of those who did online banking, according to a new report.

The 2014 Nielsen Connected Consumers Report also found that six out of 10 Australian consumers now use a combination of both online and traditional retail stores as part of their product research or purchase process.

Online research to online purchased has the best conversion for printed books, clothing, and digital music; while online to offline best converts grocery, liquor, restaurant, clothing, and pharmacy item purchases.

Mobile connected devices such as smartphones and tablets are aiding the new retail movement, broadening the reach of brands and retailers by facilitating anywhere, anytime shopping, and blurring the lines between what constitutes online versus offline shopping.

According to the study, more than one in 10 online Australian shoppers use their smartphone to make a purchase and the same proportion purchase via tablet.

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Wine time online

Focusing on key purchasing dynamics within the wine category to illustrate this trend, the report showed that just over one in 10 (13 per cent) consumers purchased wine online in the past six months, on par with the number of consumers who buy their food and groceries online.

While the number of consumers buying wine online may be relatively low, they are an important customer segment – they are likely to spend twice as much as those who purchase instore.

Dan Murphy’s, Woolworths Online and eBay are popular wine destinations for young consumers, while Cellarmasters is the most popular online purchase point for the oldest segment. Gray’s Online is also a popular source for men, and in fact, heavy online wine buyers skew heavily toward males.

Looking at categories purchased online, wine is the least likely category to be purchased via a mobile phone. This identifies an opportunity for retailers and brands to consider their instore opportunities to connect with mobile consumers as well as the out of store opportunities while consumers are on the go.

Online research converts into both online and offline purchases. Among people who research wine online, one third go on to purchase wine online in the same 30 day period, while one quarter of online researchers go on to buy wine instore. This highlights the role of the online channel not only as a method of distribution, but a valuable marketing tool in driving wine-buyers into your store.

 

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