Aussie consumers leaving online shopping carts empty

BY Australian Retailers Association
02 November 2018

Over 60% of Australian consumers are abandoning shopping carts due to high shipping costs, with more than half of Aussie consumers saying discounts will drive them to purchase.

Australian consumers have a high tendency to abandon virtual shopping carts, with 57% discarding their carts sometimes or all the time, particularly in the product categories of fashion (67%) and furniture (65%), according to findings from the SAP Consumer Propensity Study. The research found that Australians are also price-savvy, with 60% of Australian consumers abandoning their shopping cart due to shipping costs and 46% using online carts to compare prices with other brands and websites.

The global survey, which included 1000 Australian participants, asked online consumers about their shopping preferences and motivation to complete a purchase. The results revealed that while prices are the main driver, with 53% of Australian consumers indicating that discounts and promotions succeed in nudging them to complete a purchase, they also want a personalised shopping experience. Just under a third (32%) are encouraged to buy when multiple purchase deals are offered, and 31% are motivated when the retailer provides quick responses to their queries on the item.

Price is not the only deciding factor, another driver of cart abandonment is stock availability. Almost a third (32%) of consumers give up on their carts due to out-of-stock items, and 29% don’t purchase if they see longer-than-expected delivery times. The findings demonstrate retailers need to be conscious that their supply chain and logistics decisions can impact sales.

The SAP Consumer Propensity Study also revealed what Australian customers want from brands when shopping, with simple online shopping features and experiences winning out over new technologies. The majority (57%) of respondents identified easy exchange and return services as the biggest demand from consumers, followed by comparison tools to check prices and specifications (51%) and a physical store where they can try and buy (42%). These requests ranked higher than chatbots or 24/7 customer service (34%) and virtual/augmented reality technologies (33%).

Jennifer Arnold, Vice President of Marketing, Asia Pacific Japan & Greater China, SAP Customer Experience said, “Consumer behaviour at the checkout stage, including items selected and discarded, navigation steps, time spent to complete specific actions, the precise point of abandonment, amongst other factors, provide valuable insight into ways the retailer can boost customer engagement and increase conversion.”

“To achieve this, brands need a robust omni-channel approach based on having a view of the customer across all touch points at all times, and advanced analytics to anticipate customer behaviours and understand their real-time intent. What’s more, brands need to ensure their business processes and systems are integrated with the experiences they deliver to their customers. With this in place, brands will be able to provide a personalised and responsive consumer experience before and after the checkout process.”

About SAP

As market leader in enterprise application software, SAP (NYSE: SAP) helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device – SAP empowers people and organisations to work together more efficiently and use business insight more effectively to stay ahead of the competition. For more information, visit www.sap.com

 

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ABOUT THE AUTHOR

Australian Retailers Association

Founded in 1903, the Australian Retailers Association (ARA) is Australia’s largest retail association representing Australia’s $310 billion sector, which employs more than 1.2 million people. As the retail industry’s peak representative body, the ARA works to ensure retail success by informing, protecting, advocating, educating and saving money for its 7,500 independent and national retail members throughout Australia. For more information, visit www.retail.org.au or call 1300 368 041.

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