New data from the AMP Capital Shopping Centre’s (AMPCSC) Annual Report suggests that while the 95% of Australian retail sales occur in bricks and mortar stores, 85% of shoppers are researching online before they buy. This research includes price comparisons, talking to friends and reading and leaving comments on shopping websites.

Engage and earn

With major retailers such as Myer recently posting a 300% increase in online sales, e-commerce is increasingly seen as a complement to the in-store experience. With the average shopper using six forms of digital media to aid purchases – a mix of search engines, retailer websites, email alerts, newsletters and Facebook, retailers have multiple channels to reach new customers.

If you tweet them, they will come

AMPCSC’s research indicates that while shoppers trust Australian retailers and want them to succeed, they feel local online options are limited. This gives retailers with an active online and social media presence an advantage in attracting new shoppers in-store, who may then share their experience online.