Online/Offline Homeware Buyer - Consumer Journey

Goals

To understand the customer journey of the Australian homeware buyer who purchase homeware online, as well as the buyer who purchase homeware offline.

Early Findings

  • As the information about the customer journey of the Australian homeware buyer who purchase homeware online is publicly unavailable, we provided data for customer journey of the Australian buyer who purchase homeware online.
  • Online shopping occurs throughout the day, "with a major peak in the evenings between 6pm and 10pm and a smaller peak at the start of the work day – a pattern that has been consistent over the past few years."
  • When Australians buy small appliances, about 20% purchase online while 70% purchase in store .
  • Device used to shop online:
    • Tablet PC (app) : 5%
    • Tablet PC (browser) : 13%
    • Mobile phone (app) : 16%
    • Mobile phone (browser) : 23%
    • Desktop PC : 41%
    • Laptop: 53%
  • Sixty-seven percent complete the entire shopping journey (from discovery to purchase) in an app .
  • Sixty-one percent find it more enjoyable to shop using an app than buying via a mobile site.
  • Nearly 85% make a purchase at least once a month .
  • The different types of Australian online buyers are:
    • Online only (saw on device, bought on device): 37%
    • Webroom (see on device online, buy instore): 43%
    • Hostile Showroom (see in physical store of one retailer, buy online using device from different retailer): 19%
    • Friendly Showroom (see in physical store of one retailer, buy online using device from same retailer): 16%
  • Two-thirds of online Australians use a form of contactless payment (PayWave or PayPass) with a credit or debit card in shops.

Proposed next steps:

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