OMNICHANNEL The Future of Physical Stores - in an
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The Future of Physical Stores
in an
OMNICHANNEL
WORLD
There’s no denying that Australians love to shop in and opportunities, and in this report we look at
stores. some key aspects of the future of physical retail in an
omnichannel world.
Before the pandemic, Australia’s largest shopping centre
(Chadstone) typically attracted over 24 million visitors a year. We explore how the in-store experience can be enhanced
through use of new technology, how stores can play to their
But with online retail growing in both popularity and dollar strengths, and how experiential retailing can deliver a unique
spend, in recent years many large Australian retailers have and compelling offer that drives customer engagement.
closed their doors. On the other hand, an increasing number of
pureplay online retailers are opening innovative physical stores And how can retailers measure the success of their stores in this
and seeing both brand benefits and sales increases. newly integrated world?
While ABS data tells us that physical retail is still the Solutions like our Retail Analytics platform bridge the data
overwhelmingly dominant mode (over 90% of all retail dollars divide between online and offline to enable retailers to truly
are still spent in bricks and mortar stores), Australia’s most understand what is going on in store, from dwell times to
successful retailers are increasingly embracing an omnichannel demographics, and from foot traffic to conversions and so much
approach, integrating their online and offline sales channels. more. Check us out at wingarc.com.au/retail to learn more.
This new paradigm for retail integration brings both challenges Steve Hulse is CEO of WingArc Australia
THE GROWTH OF
ONLINE SHOPPING
It’s impossible to talk about the future of the
store without first addressing the growing
elephant in the room: the incredible rise of
online shopping in recent years.
Much has been written about the impact of
ongoing shutdowns on shopper behaviour, and
in particular on the balance between online and
traditional bricks and mortar stores.
But the bottom line is that in spite of
everything, Australian shoppers remain
remarkably committed to physical stores.
Australian online shopping has undeniably
undergone a stepwise increase in both
engagement and frequency. The number of
households who had made an online purchase
of any kind went up from 75% in 2019 to
82% in 2020 – an increase of 1.36 million
households.1
At the other end of the scale, the number of
shoppers who purchase at least one item online
every week went up from 6% in 2019 to almost
16% in 2020.2
While online shopping will surely evolve as
Australia continues to experience intermittent
shutdowns, the evidence to date is that growth
in online shopping may have slowed. Recent
ABS data indicates that the proportion of online
retail sales has somewhat stabilised between
January and April 2021.3
THE FUTURE OF STORES | 3
Proportion Of Total Sales Made Online
25 %
20 %
15 %
10 %
5%
0%
20
0
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21
8
19
17
21
18
19
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18
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20
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20
20
20
0
20
20
20
20
20
-2
-2
-2
-2
l-2
l-2
l-2
l-2
-
n-
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% of Total Australian Retail Turnover; Online Total % of Total Non-Food Sales; Online Non-Food
% of Total Food Sales; Online Food Source: ABS
Looking deeper into the 9.2% of sales that in a physical store (79% down to 64%). More return to stores even while measures such as
were made online, only 2.8% of these were importantly for physical stores, the proportion masks and physical distancing remaining in
made by pureplay retailers (retailers who who do all or most of their shopping online place.
only sell online).4 has only increased from 7% to 15%.5
Some of the positive innovations that were
When asked about their perceptions of their This is in spite of the proportion shopping implemented during the pandemic may be
own behaviour, Australian shoppers reflected mostly online rising to as much as 31% at the here to stay too.
similar trends in terms of their split between height of the Covid-19 restrictions.
in-store and online shopping. Moving forward, 44% of Australian shoppers
Consumers’ continued commitment to expect new contactless click and collect or
The biggest drop has been among those people physical retail is not entirely dependent on delivery features that were initiated during
who formerly did most or all of their shopping a “return to normal”. Shoppers are happy to the pandemic to remain long term.6
Retail Sales: April 2021 Primary Shopping Mode
7% 15%
14% 31%
2.8% 6.4%
Pureplay Omnichannel
21%
Online Online 16%
79% 54% 64%
90.8%
In-Store Before During After 8th
Covid-19 Covid-19 May 2021
About Half in Person, Half Online All or Mostly All in Person
All or Mostly Online
THE FUTURE OF STORES | 5
THE VALUE OF
PHYSICAL STORES
Internationally, major pureplay retailers such
as Amazon, Alibaba, JD.com and Wayfair have
already opened multiple stores and have plans
for more.7 These moves have driven both
increased sales and better customer service
outcomes.
“The importance of stores to drive our
brands is clear. In new geographic locations
where we open new stores, inevitably brand
awareness increases as do our digital sales
The harsh reality is
from those areas.”
Accent Group CEO Daniel Agostinelli.8
when customers come
The majority of Australia’s most successful in store we sell them
more and they buy
retailers are omnichannel, with 36% selling
between 50% and 75% of their products in
store.9
For Coles, customers who shop via both
online and physical channels are 2.1 times
more.
more profitable than those who only purchase
through one.10 A proportion of Australian
retailers (21%) also believe that omnichannel is Richard Murray, CEO, JB Hi-Fi14
their customers’ top priority.11
Nearly 9 out of 10 Australian shoppers say that
a retailer delivering a consistent omnichannel
experience is important.12 The recent move by
David Jones’ to have one executive responsible
for both online and physical stores probably
reflects its desire to meet that customer
demand.13
THE FUTURE OF STORES | 6
I believe the biggest
long-term beneficiaries
of COVID will prove to be
category leading brick-
and-mortar retailers.
Gavin S. Baker
Founder, CIO & Managing Partner
Atreides Management LP15
THE FUTURE OF STORES | 7
THE ONLINE
For a number of years now, it has been 67% searching online before purchasing in a
clear that most shoppers have adapted their physical store.16
TO IN-STORE
behaviour to optimise omnichannel retailing.
Nine out of ten Australians own a
This has increasingly blurred the lines smartphone,17 and the majority of shoppers
RELATIONSHIP between the channels. (59%) admit to using those smartphones
while shopping in store.
43% of Australian shoppers have engaged in
“showrooming” or visiting a physical retailer Most commonly, they are using them to
to select an item and then searching online compare prices (74%), read product reviews
for the best price. The opposite practice of (34%), or seek input on prospective purchases
webrooming is even more popular, with from family or friends (30%).18
Main Reasons for Checking
Online Before Visiting a Physical Store
Having an integrated
digital capability and
strong store network
continues to be key to
54%
51% delivering innovative and
43% high-quality customer
experience.
21%
Daniel Agostinelli
Find Best Product Check Stock Reserve CEO, Accent Group19
Price Research Levels Click & Collect
THE FUTURE OF STORES | 8
CASE STUDY:
ONLINE TO BRICKS
AND MORTAR I think there’s a real
After 5 years growing exclusively online,
furniture retailer Brosa opened its first physical
showroom in 2019.20
opportunity here
The showroom experience blends digital and for us to make it a
physical elements.
“We knew we were onto something good
hub for customers to
experience the brand.
when customers started turning up at the
studio before we even opened – the fit out
was still being done.”
Ivan Lim,
Co-founder and CEO, Brosa Ivan Lim
CEO and Co-Founder, Brosa
Interior designers guide shoppers through the
showroom and provide styling advice and 3D
visualisations of redecorated rooms in their
homes.
Customers can also wonder on their own and
use the QR tags to look up product details.21
THE FUTURE OF STORES | 9
IN-STORE
STRENGTHS:
TACTILE
Being “Hands on” matters to shoppers. While
trying on clothing is an obvious advantage of
in-store shopping and is highly valued by 57%
of shoppers, handpicking items is actually
more important (67%). The associated activity
of testing items before purchasing them also
rates highly (46%).22
“I believe there are many experiences which
are missing from an online experience. Even
with all the augmented reality and virtual
reality technology, customers still have
this inherent need to interact or experience
something.”
Kevin Jiang, President of International
Business for Fashion and Lifestyle, JD.com23
The ability to physically touch items is
particularly important for personal care
products (70%), furniture (67%), clothing
(59%) and beauty products (56%).
For complex electronic components like
televisions and entertainment devices, where
the technical specifications of the product are
important, the preference for physical store
purchasing falls to 49%.24 Having the ability to
touch items in store is also valued by shoppers
as 41% believe it reduces the likelihood of the
hassle of having to return items.25
THE FUTURE OF STORES | 10SERVICE
“Shoppers want to touch and feel products,
to try them on, to speak to customer support
people in real life.
Bricks and mortar retailers can take comfort
in this and continue to provide the best
in-store experiences for their customers.”
Sej Patel, Country Director,
The most powerful
Toluna, Australia & New Zealand26
Customer service encompasses a wide range of
activities, but for 50% of Australian shoppers,
what they most want from store associates is
extensive product knowledge. This is followed
marketing lever
by an awareness and willingness to check for
stock availability (27%).27 we have is our
Successful retailers like Mecca acknowledge
this by spending twice the industry norm
on in-store team members, and three times
customer service
the industry norm on staff education and
engagement.28 and services.
Store associates also have a potentially
important role to play around the time of Jo Horgan
CEO and Founder, Mecca31
purchase, with 42% of shoppers wanting help
to get the most out of their product.29
Customer service can also have a more
fundamental attraction, with 31% of shoppers
valuing the human connection, and 24%
valuing the connection with store staff and
other shoppers that comes from physical
stores.30
THE FUTURE OF STORES | 11DESTINATION
SHOPPING
There are only two countries in the world that
have more shopping centre space per head of
population than Australia.32 For many of us,
“going to the shops” is still something to look
forward to, with 47% of Gen Z (under 25s)
counting socialising as a reason for visiting
physical stores.33
We need to create
Despite the shutdowns, Westfield Living
Centres recorded 450m customer visits in 2020,
equating to 46m per month. The average time destinations that
spent per visit was over 90 minutes.34
Recent moves by shopping centres to
really enrich people’s
experiences, not only
diversify their appeal supports the social and
recreational aspects of shopping in physical
stores. For example, at the recently opened
just to come and shop
Westfield Coomera Living Centre, only 60% of
the footprint is retail with the rest dedicated to
dining, leisure & entertainment, and services.35
Shopping centres are also exploring other
ways of attracting shoppers. For example, the
for necessities.
Springfield Orion centre in Queensland recently
installed a reverse vending machine into which
shoppers can receive payment for depositing
Chris Barnett
eligible recycling materials.36 Head of Retail, GPT Group39
AMP Capital has taken a different approach
again at its Indooroopilly Shopping Centre
where a large multi-brand car dealership has
been established.37 Mirvac has gone further in
creating “WeShow”, a specially designed space
for online retailers to open physical stores.38
THE FUTURE OF STORES | 12EXPERIENTIAL
SHOPPING
Experiential retail is a general term used
We have fewer stores,
to describe any aspect of store design
or environment that attempts a deeper
engagement with shoppers by activating one or
but more beautiful
more of the five senses.
Some of these can be quite overwhelming like
stores, where you can
the Samsung “Black Egg” installation, where
visitors’ Instagram feeds are showcased in an
immersive environment.
The theory is that delivering a more memorable
in-store experience leads to positive
have an experience.
If you’re going to
outcomes such as increased brand awareness,
higher conversion rates and competitive
differentiation.
By definition, experiential retail must provide
the customer with a unique experience and
encourage someone to
thus is it difficult to measure the direct impact
over a more ‘standard’ retail environment. leave the house, then
What is clear, however, is that many leading
retailers are designing stores that attempt to
more creatively utilise light, sound, texture,
you need to make that
smell, and where appropriate, taste.
special.
Canada Goose is one example: a clothing
retailer that has designed a concept store
called “The Journey”. The aim is to immerse
Simon Schofield
shoppers in the spirit of the outdoors, using MD, Witchery40
augmented reality to create the feeling of
walking across cracking panes of ice before
entering a minus 12-degree room.
THE FUTURE OF STORES | 13LOCAL SHOPPING Where People Expect to Shop More or Less in 2021
21%
The shutdowns associated with the pandemic
18%
forced many people to shop within a limited 16%
radius of their homes. 13%
10% 10%
While international online retailers, CBD and
large shopping centres have all have a net
negative intention, shopping locally is net
positive.
-11%
Overall, 80% of consumers say it is important -14% -14%
or very important to shop locally.41 Some of
the reasons cited for this include a desire
to support local businesses, as well as -25%
convenience, quality and customer service. -26%
-29%
Metcash, which operates the iconic local IGA Online Online Local Int’l Online CBD Shopping
network, directly attributes an 11.4% increase Marketplace Retailer Shops Retailer Shops Centre
in sales in the quarter encompassing the
shutdown to people shopping locally.42
“These types of family-owned local Reasons to Shop Locally
supermarkets do tend to connect well with Reasons Not To Reasons To
the community. 18% 61% Convenience
Support Local
60% Business
That’s because they offer more locally
produced products, and the owners are 48% Help Economy
usually locals who hire team members from 20% 43% Distance
the community.
57% 39% Price
They also tend to support more community 38% Quality
events, like school fundraisers.”
37% Service
Sense of
Professor Gary Mortimer, a retail expert 35% Community
at Queensland University of Technology’s 28% 25% Delivery Options
business school
28% 18% Selection
THE FUTURE OF STORES | 14BARRIERS TO Key Online Strengths
IN-STORE Stock
Availability 47%
SHOPPING
Quick and Convenient
Navigation to Products 39%
Ability to see an
Extended Range of Stock 29%
While Australian shoppers are committed to Availability of Online
Customer Reviews 23%
shopping in physical stores, that does not
Exclusive Offers, Memberships
necessarily mean they are overly satisfied or Loyalty schemes 17%
with the experience. Satisfaction with online Personalised
shopping may in fact be twice as high as it is Offering 16%
for in store.43
Dissatisfaction with physical stores occurs
when they fail to meet expectations. There is Key In-Store Annoyances
no doubt that the rise of online has both raised
expectation levels and created whole new Long Wait Times
criteria on which to make a judgement. for Service
54%
Unhelpful
Staff 58%
As stores evolve and install new technology,
Having to Repeat Information
some of the key factors where online currently to Multiple Staff Members
51%
holds an advantage may dissipate. Currently,
Items out of
however, it is likely that the reason shoppers Stock 53%
love online shopping is because physical stores Slow
can’t deliver on some aspects to the same level. Checkout 47%
Disjointed Online/
In-Store Experience 26%
Until some of these issues are substantially
addressed, physical store shopping satisfaction
is unlikely to reach the levels found online.
Apart from potential cost savings, the
advantages of using technology to address The retail success stories of 2022 and beyond
some of these shortcomings are clear, with will be those that make it more efficient for
45% of shoppers more likely to frequent
retailers that use technology to improve their
consumers to get what they need using digital
retail experience, and 35% expecting retailers channels, and what they want to buy via a unique
to use technology in store.44 and valuable in-store experience.
Karen Webster, CEO, PYMNTS45PRODUCT SEARCH
Product searching online is generally relatively
easy and also helps to emphasize the wider
range of products and product options, such
as different sizes and colours, that may not be
available in a physical store.
Major retailers such as Coles, Woolworths,
Chemist Warehouse, Bunnings, and
Officeworks, have attempted to match this
experience in store by providing staff with
handheld devices to enable them to identify if
an item is in stock at that store or nearby, or
even when it might be back in stock.
Our Bunnings product
Despite this facility also being available on
retailers’ smartphone apps, 42% of shoppers
finder app has had
want store associates to have these devices.46
really good take up,
and it’s really loved
US research has found that these devices can
increase purchase likelihood by 43%, return
visits by 12% and basket value by 81%.47
While this may be a partial solution to product
search, it still requires shoppers to brief the
by customers.
associate, which may trigger two of the major
turnoffs: unhelpful staff (58%) and having to Rob Scott
repeat information to multiple people (51%).48
Managing Director, Wesfarmers49
A range of technology solutions have been
developed to provide product search features in
store that do not require the shopper to either
consult a staff member or their own device.
One of these is “smart shelves” or Electronic
Shelf Labels (ESL) that replace traditional
static paper price tags on shelf edges with
digital labels providing pricing and product
information.
THE FUTURE OF STORES | 16PERSONALISED
SHOPPING
Global research found that consumers will
spend 48% more when their shopping
experience is personalised.50
Most online retailers seek to personalise the
shopper journey by making relevant product
suggestions. But many larger retailers find
it difficult to deliver a similar personalised
service via their in-store staff. We are already
Different types of technologies have been
developed to address this. Some use passive
observations of shopper behaviour, e.g.,
seeing around 80
pausing to view a product on shelf triggering
relevant offers on a digital screen. Others
involve using WIFI or Bluetooth to track
per cent of the
shoppers as they move around stores and
either activate targeted digital signage (which
may even recognise shopper demographics)
customers identifying
and/or send them offer notifications.51
Various technologies have also been embedded
themselves in store.
into “smart trolleys”. These can track in-
store movement, but also enable customers to Shane Lenton
retrieve and store information about products
in real time, answer product queries, and
CIO, Cue Clothing Co53
enable instant check out without waiting in
the queue. Woolworths is already trialling
smart trolleys with these and other shopper
enablement features.52
Retailers like Cue have gone further with active
systems in which shoppers identify themselves
in store thus enabling more focussed offers.
THE FUTURE OF STORES | 17POST-PURCHASE
ENGAGEMENT
Retailers have always understood the
importance of their brand. Many online
retailers, particularly in fashion-related
categories, have been able to create brand-
driven relationships with their customers via
online forums and extensive personalised eDM
and social media marketing.
With 72% of consumers wanting a personal
relationship with their favourite brands,
and 63% interested in post-purchase brand
community engagements, the opportunities for
physical retailers are obvious.54
One of the most well-known examples of using
stores to build brand relationships are Apple
stores. Their free in-store live seminars clearly
address the 73% of shoppers who are seeking
that particular form of engagement.55
Other tactics include Augmented and Virtual
Reality-based technology: 98% of Australian
retailers believe that AR will increase store foot
traffic56, stating that experiential retail tactics
can result in two times that number of repeat
purchases.57
The huge US chain, Macy’s, for example,
user VR/AR to enable shoppers to design a
living space while in store with 3D images of
furniture, and then virtually move through
that space using a VR headset. Macy’s claims
that this has increased furniture sales by 60%
verses non-VR sales.58
THE FUTURE OF STORES | 18THE GREAT
DATA DIVIDE
Whatever happens to the future store, one
issue that bricks and mortar retailers will
have to grapple with is the great data divide
between online retail and offline. Online
retailers have access to a wealth of data about
every interaction with their site, with the
ability to track not just visitor numbers but the
entire customer journey from start to finish,
whether or not that journey leads to a sale or
an abandoned cart.
In comparison, if physical retailers have
any information at all, it is likely to be a
much more rudimentary picture of customer
behaviour. Perhaps a basic traffic count, or data
from point of sale systems and the store loyalty
program, both of which only tell part of the
story.
Here, again, new technology can play its part
in levelling the playing field for in-store retail.
Solutions like WingArc Retail Analytics can
provide a detailed breakdown of customer
activity, revealing valuable data points such
as traffic trends, conversion rates, dwell times
by category, and a breakdown of customer
demographics. Retail Analytics can also
integrate with other data sources, such as
Point of Sale or loyalty program data to give a
complete picture of store performance.
Check us out at wingarc.com.au/retail to learn
more.
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38 https://www.news.com.au/finance/business/retail/radical-plan-to-save-australias- its-physical-stores-202010
shopping-centres/news-story/40bc6c6695b9c621e6e6081ce1eca458
54 https://www.rga.com/news/press-releases/australias-loyalty-crisis-new-report-
39 https://www.commercialrealestate.com.au/news/more-than-shopping-the-future- uncovers-a-staggering-60-of-customers-in-australia-unlikely-to-return
of-retail-in-a-post-covid-world-8-1051414/
55 https://www.rga.com/news/press-releases/australias-loyalty-crisis-new-report-
40 https://insideretail.com.au/stores/small-but-beautiful-inside-witcherys-store- uncovers-a-staggering-60-of-customers-in-australia-unlikely-to-return
evolution-202104
56 https://www.adnews.com.au/opinion/as-shopping-habits-transform-now-is-the-
41 https://www.commbank.com.au/content/dam/commbank-assets/business/insights/ time-for-retailers-to-embrace-ar
docs/consumer-insights-report_may-2021.pdf
57 https://www.pymnts.com/news/retail/2020/how-experiential-retail-is-giving-
42 https://insideretail.com.au/news/metcash-reaps-benefits-as-consumers-shop- physical-stores-an-edge/
more-locally-202008
58 https://www.retaildive.com/news/macys-expanding-vr-furniture-shopping-to-
43 https://www.pymnts.com/wp-content/uploads/2020/12/Global-Digital-Shopping- 90-stores-by-january/539873/
Index-December-2020.pdf
44 https://go.adyen.com/rs/222-DNK-376/images/Retail-Report-PDF-AU.pdf?utm_
medium=Social&utm_source=LinkedIn&utm_campaign=2020-CD-AU-AgilityReport-
AORTG&utm_content=AgilityReport
45 https://www.pymnts.com/news/retail/2020/physical-and-digital-retail-unite-for-
the-new-in-store-experience/
46 https://blog.retail.org.au/newsandinsights/what-do-shoppers-want-in-a-post-360 Collins Street
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