Male Shoppers on the Rise – The Future of Australian Retail
What the latest AMP Capital Recommended Retail Practice findings reveal about the future of Australian Retail marketing.
Digital may continue to reign supreme, but AMP Capital’s 2017 Recommended Retail Practice report sheds light on some interesting revelations when it comes to the in-store shopping habits of Australians—specifically, Gen Z’s.
Interestingly, the report revealed that 87% of Gen Z’s actually prefer in-store to online shopping! Surprised? Well, you’re certainly not alone! Below, we discuss some of the highlights from the report, and how they can positively influence your marketing.
Online Research
According to the 2017 AMP Capital RRP report, 61% of Gen Zs are likely to research products online while in-store, and 83% enjoy being able to check stock availability online. Taking this into consideration, I would strongly consider adding this feature to your website! As a result, customers who are interested in visiting your store can do so with confidence, knowing that the product they’re looking for is in stock if they decide to buy. This is not only convenient for your customer but also increases brand trust—which as we all know, is key to success.
Social Responsibility
Another highlight to come from the report was the revelation that around 70% of current and future shoppers prefer brands who give back to society. This echoes what many other studies have revealed over the years, such as Nielsen’s 2015 report (which highlighted that 66% of customers are willing to spend more on those committed to positive/ethical practices). So how can you use this information to your benefit?
As well as making it clear to your website users about any charities, causes or sustainable practices that your company supports, also consider how you can get this message across to your in-store shoppers. For example, perhaps you would like to put a donation jar at the front register, where customers can contribute a gold coin toward a charity you support? Alternatively, if you have a range of products that are supporting a particular cause, make sure this is clearly marketed through your merchandise planning. Above all, ensure both your digital and in-store marketing reflect where your values lie.
Men Love To Shop!
Good news for male retailers—the statistics on male shoppers is on the rise! In what might be the most surprising revelation from the AMP Capital RRP report, men are becoming more confident when it comes to shopping, enjoy shopping in groups, and are more likely than women to be interested in staying ahead of trends (46% men VS 36% of women).
No longer is a day out at Westfield or the local mall seen as a ‘chick thing;’ men now see shopping as a social experience also! As stated by Mark Kirkland, Managing Director for AMP Capital Shopping Centre, ‘male Future Shoppers are the new trendsetters when it comes to fashion.’
So all in all, the future of retail marketing certainly looks bright! The key is to ensure that both your digital and traditional marketing strategies work together seamlessly, whilst also creating enjoyable differences between each. For example, try brainstorming with your marketing team about what you can do to create a more personalised in-store experience for your customers. Set your brand apart from the competition!