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From Transactions to Relationships: Connecting with a transitioning shopper

While the vast majority of Australian consumers still rely on physical stores to purchase most product categories, an IBM Institute for Business Value survey of more than 1,700 Australian customers reveals that today’s empowered consumers are becoming increasingly comfortable purchasing through multiple retail channels.

Many retailers today consider themselves omni-channel, with the intent to provide seamless online and in-store consumer shopping experiences. Yet, many are struggling with delivering a consistent and seamless shopping experience, allowing those competitors with truly differentiated offerings to race ahead. How can these retailers better understand and respond to new shopping behaviours and the rise of the omni-channel consumer?

To find out, the IBM Institute for Business Value surveyed 26,000 shoppers in 14 countries, including Australia across a range of non-grocery retail categories, to learn a how consumers perceive and interact with retail channels. Three important trends were revealed by this research:

1. Store dominance shifts in an omni-channel world: Among retail channels, the store still reigns supreme. But cracks are beginning to appear in the dominance of brick and mortar.
2. “Showroomers” – A small number of shoppers create a big impact: this growing global phenomenon may be the new path to purchase for empowered consumers.
3.Consumers are hungry for meaningful retail connection points: Australian consumers continue to be interested in personalisation and innovative interactions with retailers.
Are you ready to embrace the transitioning shopper?

Download the Australian executive summary

IBM Whiteboard Series: retail change
The retail industry is undergoing significant structural change with customers, competitors and cost structures. IBM is working with Retail CEOs to solve the problems that keep them awake at night. Watch this video or download the infographic to find out how.

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Anita Malhotra

Anita Malhotra

Industry Leadership - Business Development Specialist


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Ian Wong

Ian Wong,
Global Business Services Retail Industry Lead for IBM Australia

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Other Links
From Transactions to Relationships: Connecting with a transitioning shopper
Download the global executive summary(408KB)

Winning Over The Empowered Consumer: Why Trust Matters
Download the Australian executive summary(1.1MB)

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