Australian Retailers Lag in Omnichannel Tech: Frost & Sullivan

Jul 25, 2014 — Allan Pulga

New research from Frost & Sullivan has found that fewer than 30% of Australian retailers currently offer a mobile site and only 21% have developed a mobile app to serve customers.

The study, which polled 120 Australian Retail Association members, "also revealed that while Australian retailers are making progress in building their online capabilities, with over 50 percent now having a website, only 30 percent offered online purchasing capabilities," wrote ZDNet's Leon Spencer (July 24).

Frost & Sullivan found that fewer than 30% of Australian retailers offer customers a mobile website.

Other highlights from the study include:

  • The retailers offering a mobile app consider them part of an omnichannel strategy, however, a third of retailers primarily consider a mobile app as a means of driving foot traffic into stores.
  • Among smaller retailers (fewer than 50 locations) only 9% offer free in-store Wi-Fi; only 22% use QR codes in their stores.

"The rapid growth in ownership and usage of smartphones is revolutionising the way that Australian consumers shop," said Mark Dougan, managing director for Australia and New Zealand at Frost & Sullivan.

Australian retailers must respond to the new era of mobility in shopping or risk being left behind.Mark Dougan, Managing Director, Frost & Sullivan

"The ability to access the internet whilst on the move has transformed many aspects of consumer behaviour. Consumers are increasingly using their smartphones for shopping to research, compare, share, purchase and pay for merchandise."

Dougan says Australian retailers must respond to "the new era of mobilility in shopping" and offer the omnichannel experiences Australian consumers are demanding. If they don't, he says they risk being isolated or left behind "as the behaviours of their customers change."

Topics: Retail Operations, Mobile Industry, Customer Experience, e-Commerce

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