Doms Column

Another week has come and gone in the retail world, and with it we are one week closer to Christmas 2018.

In last week’s NRR we outlined five key areas that retailers of all shapes and sizes should pay close attention to in order to maximise Christmas sales. In the past we have also discussed the importance of an online presence as digital sales continue to become more frequent.

For most retailers, having a digital platform in 2018 is not optional, but essential. In the age of the smartphone, people don’t need to block out a weekend morning to go to the shops and browse for potential purchases. They can make purchases practically anywhere and at any point of the day, provided they have an internet connection.

Whether it be at home unwinding after a day at work, in front of their work computer on their lunch break, or even on their smartphone on the bus travelling home, shopping has never been easier thanks to digital technology.

And it’s not just areas such as department stores and clothing, thanks to food delivery apps such as UberEats and Deliveroo, people can now order their lunchtime burrito on their phone.

But if you’re not convinced by the anecdotal evidence, statistics from the Christmas 2017 period showcase just how prevalent digital retail has become. According to online digital expert organization News Xtend the following retail stats occurred last year:

  • A total of 61 per cent of shoppers indicated that they were open to changing to another retailer during the holiday season;
  • Ultimately, 46 per cent of shoppers did make a purchase from a new retailer during Christmas 2017; and
  • A staggering 50 per cent of Christmas shopping was conducted via smartphones in 2017.

With recent data from PayPal revealing that 88 per cent of Australians aged 12 and over now own a smartphone, we can only expect that final figure to be increasing in 2018 and beyond. Simply having a website is not enough, it is vital that it is also optimised for mobile settings.

More broadly speaking, News Xtend also provide the following digital retail stats:

  • In the last two years, YouTube has recorded a 6 times increase year-on-year of consumers watching shopping related content; and
  • A total of 60 per cent of shoppers claim that online video content provides them with purchasing ideas and inspiration.

Make no mistake, most retail shopping is still done in a physical store and the NRA firmly believes that bricks and mortar is here to stay. However, in the competitive world of retail it’s essential that you are exploring every avenue possible to maximise sales in order to not only survive but thrive. Ensuring you have your digital bases covered is one step closer to guaranteeing you and your business have some Christmas cheer this festive season.

If you would like further information on how digital platforms can maximise your sales throughout Christmas you can contact News Xtend via or on 1300 935 848.