With 24 million smartphone users and an expected 24.2 million online shoppers by 2029, retail businesses must stay ahead of consumer expectations to capitalise on this growth.
Here are the major trends to watch in 2024.
- Price Innovation
In a challenging economy, price sensitivity among Australian consumers is rising. Cost of living pressures are cited by consumers for the reason behind their more cautious spending. Therefore retailers should explore innovative pricing strategies to enhance affordability and add value.
Innovative Pricing Strategies (Examples):
- Bulk Purchase Discounts: Encourage larger orders with discounts.
- Early-Bird Promotions: Offer special prices for early buyers.
- Cross-Selling Discounts: Provide deals on related products to increase value.
- Updated Payment Approaches
The payment landscape in Australia is evolving to enhance convenience and security. Buy Now, Pay Later (BNPL) services, digital wallets, and cryptocurrency payments are gaining traction.
In 2023, digital wallets accounted for 35% of card payments, up from 10% in early 2020. Seamless checkout experiences, including one-click payments and biometric authentication, are reducing cart abandonment and building trust.
Key Trends:
- BNPL Services: Offer flexible payment options.
- Digital Wallets: Increase transaction speed and convenience.
- Cryptocurrency Payments: Cater to tech-savvy consumers.
- ‘Promo FOMO’
Cost-conscious consumers actively seek promotions, driven by “promo FOMO” (a fear of missing out on promotions). Retailers can therefore leverage this by using targeted notifications, social media, and personalised email campaigns to alert customers about special offers and potentially increase conversion rates.
Effective Tactics To Try:
- Targeted Notifications: Personalized alerts for promotions.
- Social Media Engagement: Use stories and posts to create urgency.
- Email Campaigns: Highlight exclusive deals to drive engagement.
- Rapid, Flexible Shipping Options
Rapid order fulfillment is becoming the norm. Consumers expect flexible delivery services, including same-day or next-day shipping. Partnering with reliable logistics providers can ensure quick, safe, and effective delivery, improving customer satisfaction and loyalty.
Shipping Strategies:
- Local Warehousing: Reduce shipping times and costs.
- Real-Time Tracking: Enhance transparency with tracking services.
- Click-and-Collect: Offer convenient pick-up points.
- The Omnichannel Approach
Despite the growth of e-commerce, physical stores remain important. The omnichannel approach integrates online and offline experiences. Trends like showrooming, where customers try products in-store before buying online, and researching online before purchasing in-store, are common.
Omnichannel Strategies:
- Synchronize Inventory: Ensure consistency across all channels.
- Unified Customer Data: Provide seamless experiences with integrated data.
- Consistent Marketing: Align marketing efforts across platforms.
E-commerce in Australia is poised for significant growth, and staying ahead of the trends is crucial for retail success.
By focusing on price innovation, updated payment methods, promo FOMO, flexible shipping options, and an omnichannel approach, businesses can meet evolving consumer demands and thrive in the competitive market of 2024.
