Australians have an overwhelming preference to shop at bricks-and-mortar stores with 65% saying they prefer an in-store experience according to research from Monash.
The report also found that only 18% of Australians preferred shopping online with researchers suggesting that retailers were failing to capitalise on consumer trends.
Research from the report found that key factors behind the customer trend towards bricks-and-mortar experiences included the ability to touch product and try it on and also the ability to get a more personalised experience from people in-store.
Monash Australian Consumer and Retail Services research unit managing director Rebecca Dare said that many retailers were failing to adjust to what their customers wanted from an in-store experience.
“We see trends overseas with empathic, human-centred design and advanced technologies that make shopping easier and more pleasurable.
“However, in Australia, it's all too common to see that in some cases the basics aren't right – stock is piled high to the ceiling, merchandise is displayed poorly, and finding personalised customer service can be difficult.
“We are also seeing similar trends overseas. Nearly 80% of shoppers in the USA purchased more than half of their items in-store in 2017. Australian retailers need to understand that customers want the experience that the physical store can bring. Retailers just need to provide it.”