The idea distilled…
The home retail landscape in Australia faces a significant challenge: 1.6 million Aussies find themselves stuck between the dream of an ideal home and the reality of available retail options. This disparity underscores a pressing need for home retail marketers to better understand and address the shifting dynamics of consumer behaviour. The Moments That Matter research is a crucial tool for guiding marketers through this challenge.
If nothing else, three things to fuel your growth…
- The convergence of macro economic and tech forces are redefining the home retail shopping dynamic for 4 in 5 home retail buyers
- Australians take pride in their homes, the spend time and money – all in pursuit of finding the “perfect fit”
- The pivotal moments for both buyers and marketers as they traverse the journey include: the catalyst event that prompts them to enter the market, the trade-off and considerations as they discover the options, and the final closing where they can be persuaded or dissuaded.
Some additional food for thought…
- 3 in 4 still prefer an in-store experience, and more than half will research online to make sure they are well prepared without sales environment pressures
- Only 2 in 5 shoppers feel knowledgeable confident in making home retail purchase decisions
- 75% are engaged with home and lifestyle channels and content
