Brendan Straw about how retailers can win on a price -sensitive market

New worldwide research by ShopFully, the international leader in Drive to store that is active in 25 countries, reveals a clear shift in how Aussies shopping and what they expect for their store trip in the future.

While the experience in the store remains a strong favorite, the newest State of Shopping 2025 Report, based on a study among almost 1,000 Australian consumers in April, shows that digital contact points serve as the first contact point for 83% of the shoppers, making them a crucial part of the road to buy those decisions, well before consumers reach the cash register.

Given the current economic climate, where more than half of the Australians expects their purchasing power to stay flat or will decrease in 2025, consumers are becoming more strategic and deliberating in their retail habits. This increased price sensitivity means that shoppers are increasingly relying on digital channels to investigate products, compare prices and to hunt for promotions before they are committed to a purchase in the store. Retailers who do not involve customers in personalized, timely digital experiences run the risk of losing their attention early in the journey, making it essential to mix online and offline channels to meet shoppers where they are and to support future smarter spending decisions.

Digital research feeds physical shopping

Digital tools remain a constant in the current purchase journey of the consumer, with data that reveals a significant 83% of the shoppers, sometimes or always online research before they go into the store to complete their purchases.

“Nowadays, retailers have to start with the consumer journey where it starts, online. With the majority of shoppers who are now investigating purchases via mobile, digital contact points are no longer optional, they are essential. But simply being visible is not enough. To remain competitive, retailers should stimulate digital discovery by making consumer information, relevant information for the relevant, relevant data for the relevant, relevant data for the relevant data Individual Intent, “Country Manager for Whopfuly Australia.

“From the first online interaction to the last purchase in the store, there must be a seamless, connected journey. This means orchestrate of consistent, insight-controlled involvement in digital and physical environments to ensure that shoppers are guided, informed and inspired, until they walk through the door and beyond, in the post-purchase experience, he.

Price awareness and the power of promotions

Shoppers remain careful in 2025, with more than half (54%) because they believe that their purchasing power will not improve, which reflects sentiments from the previous year. In response to this financial uncertainty, Australians are increasingly turning to promotions to guide their spending decisions. In fact, more than half (51%) of the consumers say that their store habits have shifted, so that a stronger focus is on the search for deals and discounts. With 84% of the shoppers who agree that promotions influence what and where they buy, value -driven marketing is no longer optional, it is a decisive factor in winning loyalty and expenditure for consumers.

For retailers this offers a clear opportunity, one that requires more than just broad sales messages. A strategic, omnichannel approach that delivers timely, targeted promotions on multiple platforms will be crucial to attract attention and to control conversions in a competitive market.

Shoppers want more than advertisements

In addition to promotions, today’s consumers are looking for real value during their shopping experience, online and in the store. The report shows that there is a clear appetite for advertisements that go beyond the view of price tags. Half of the Australian consumers (50%) say they find advertisements useful for discovering new products and deals, while 42% uses them specifically to compare prices and secure the best offers.

But they want more than just a generic promotion that is pushed out on several platforms, they expect a thoughtful, fascinating experience that is tailored to their needs. The report shows that together with personalized discounts and sales notifications (77%), consumers are interested in access to real -time updates on product availability (55%), news about newcomers in their favorite categories or brands (49%) and the enrichment of content such as articles, recipes and trade (37%).

“Meeting consumers where they are is only half the battle. To really succeed, an omnichannel strategy must do more than on multiple platforms, it must add real value to every touchpoint,” Straw said. “Retailers who take the time to understand what their customers want and deliver content that is timely, relevant and fascinating will stand out. It is this depth of personalization that separates a good strategy from a great one.”

Shape the future of the retail trade with tech

Australians embrace more and more emerging technologies to improve daily life, and shopping is no exception. More than half of the Aussie shoppers (54%) already include technology in their store habits, but they want more. Innovations such as AI tools are especially popular, with a remarkable 42% of the Aussies that are open to the use of artificial intelligence in their regular shopping. 25% would like to try AI-driven shopping assistants, while 17% are interested in ai-generated shopping lists to streamline their planning. In the meantime, 18% see a strong value in virtual try-on tools for clothing and cosmetics, which indicates a growing demand for compelling, technically driven retail experiences.

“To stay ahead of evolving consumer expectations, retailers must go beyond traditional tactics and innovation in the heart of the store trip. Embracing smart technologies such as AI and virtual tools is not only an advantage, it becomes essential to deliver the seamless, personalized experiences of today,” said. “

The next chapter in the retail trade

Shops Stores Report confirms that the Australian stores are evolving, formed by hybrid store habits and rising expectations for personalization and technically driven experiences. Consumers want more than just convenience, they expect relevance, value and seamless integration through channels.

Straw concludes: “Retailers who embrace smart technologies and adjust their omnichannel strategies to meet real consumer needs will be aimed at the curve.”

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