Is Australia in the mood for shopping in-store?

A new global study by Mood Media titled “The State of Brick & Mortar: 2017,” revealed the motivations and influences in shopping behaviour and consumer insights into retail experiences. This study is based on a survey of more than 11,000 consumers in nine countries across the globe, including Australia, China, France, Germany, the Netherlands, Russia, Spain, the United Kingdom and the United States.

Australia is seeing a resurgence in visits to bricks-and-mortar stores, with Australians making 90 million more trips to physical stores in 2015/16 than the previous year.

A total of 1,000 consumers were interviewed in Australia. Of those surveyed, over 70% of under 45’s would like to receive redeemable promotions on their mobile device whilst in store, 86% of all surveyed believe music makes the shopping experience more enjoyable, and 64% of Millennials (25-34 year olds) would rather shop in-store than online if the right mood or atmosphere is created.

“Consumers, particularly younger consumers aren’t just buying a product when in-store, they’re buying into an experience and their expectations are quite high. Shopping is a form of entertainment. Those businesses who deliver an elevated customer experience witness greater repeat visits, a greater number of recommendations and longer in-store dwell times,” explained Steve Hughes, Managing Director of Mood Media Australia.

Some highlights from the study include:

  • Consumers greatly value the tactile nature of offline shopping:

76% of Australian consumers cite “the ability to touch, feel and try products” as their number one reason for shopping in bricks-and-mortar stores.

  • In-Store frustrations remain:

Items or sizes being out of stock was the most common frustration across Australia (56%), particularly among younger shoppers. Waiting in line represents the second most frustrating aspect of in-store shopping (55%) with a too busy and hectic atmosphere following as the third top irritant (45%).

  • Music is a crucial ingredient:

Music appears to provide quite the tonic for in-store frustrations, with eight out of ten people globally finding waiting times to be less dull when music is playing. Music proves particularly influential in the in-store experience, with over 80% of respondents asserting that music makes their shopping experience more enjoyable and lifts their mood. Shoppers most influenced by music while shopping are those in Australia, China, the USA, and the Netherlands, with over 90% of consumers from each country registering positive emotions. 

  • The right music creates a deeper connection with the brand

Two thirds of those globally surveyed assert that they feel more connected to brands that play the right music. The majority is composed of the youngest generation, which often appear the hardest to engage, while Baby Boomers (the over 55’s) are the least likely to feel connected to a brand that plays the right music.

  • Most impulse buys aren’t triggered by accident

When it comes to making unplanned purchases, 62% of Australian consumers across all ages cite that “discounts and promotions” most influence their impulse purchases.

  • Mobile devices are increasingly used as shopping tools

Research uncovers an increasing worldwide demand for interactive technology to be incorporated into the in-store experience, with more than half of the people surveyed enthused by the possibility.

The State of Brick & Mortar 2017 Study shows consumer’s preferences for the in-store experience are significantly influenced by the sensory experiences on offer. Although cultural differences may endure, the demands from consumers appears to follow a global trend – with retailers having a powerful means in their hands to help them keep their customers in-store, rather than online.

To download the booklet to view more comprehensive study results, including more comparisons with other countries’ findings, visit:



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