That is the question that results from new research, undertaken by the Australian Centre for Retail Studies (ACRS) at Monash University, will shed light on when released next month.
As part of the Australian-first study, more than 1000 consumers across different generations were surveyed online.
The respondents were presented with a range of traditional retail promotions such as catalogues and in-store signage as well as emerging channels of promotion including social media messages, text messages and iPhone apps.
The respondents were given a hypothetical scenario to purchase a product from one of three categories: clothing and footwear, holiday travels and consumer electronics and were asked for their feedback on how the messaging impacted on their consumer behaviour and enjoyment. They were also asked to recall their buying behaviour of a recent purchase from one of the three categories.
Research Fellow at the ACRS, Ms Carla Ferrero said that while past research had shown the mix of retail channels on offer (i.e. store, Internet, catalogue, etc) may have positive behavioural effects on customers, there was limited understanding of how the combination of new and emerging channels enhanced the consumer shopping experience and impact on purchasing behaviour.
“This research demonstrates the opportunity for Australian retailers to better engage with today’s time-poor consumers who are seeking greater efficiency and entertainment in all aspects of the shopping experience,” Ms Ferraro said.
“Overseas retailers have been doing this well for some time, with a variety of benefits to the store such as up-selling and increasing customer satisfaction.”
The full research will be presented by the ACRS researchers in Melbourne, Sydney and New Zealand in mid-July and will be of significant interest to those in the retail sector.
The ACRS provides knowledge leadership to those involved in the retail sector through broad-based research, generation of information, management education programs and the promotion of retailing as a career.
This is one of a number of research projects that forms the ACRS’ annual Retail Thought Leadership research and is supported by organisations such as: AMP Capital Shopping Centres, BB Capital Retail, Myer, Pacific Brands and Salmat.
For more information or an interview contact Carla Ferraro, ACRS Research Fellow on +61 3 9903 2734 / 0419 597 552 or Dr Sean Sands, ACRS Research Fellow on +61 3 9903 2753 / 0419 645 780.
For more information contact Megan Gidley, Media and Communications on + 61 3 9903 4840.