Wunderman Thompson Future Shopper report finds the consumers most likely to shift brand loyalty

The annual Wunderman Thompson Future Shopper report surveyed over 30,000 consumers globally to understand their digital shopping behaviours and expectations towards retailers and found the Australian consumers most likely to shift brand loyalty.

Almost half of Australians (47%) are inclined to move away from their favourite brands due to rising costs of inflation. While Northern Territory consumers (64%) are most likely to shift loyalty, NSW shoppers (51%) are least likely to do so.

When it comes to in-store shopping, 70% of Australians said they are not frightened about it despite COVID-19 impacts.

They are also keen to see retailers investing in shopping technologies, such as cashless payments (37%) and checkout-less supermarket services such as Amazon Go (43%).

Australians also tend to have higher expectations towards retailers post-pandemic, as 61% are asking retailers need to get better at giving them the products, services and experience they want in online shopping. If these expectations are not met, over half said that they will switch retailers, brands or marketplaces.

As of online shopping, over a quarter of Australians have picked up the habit of buying with the intent of returning excess products. 14% of Australians also expect delivery in two hours and nearly 25% expect delivery to take no longer than 2-3 days, which poses a challenge on the straining supply chain of digital retailers.

Almost half (49%) of Australian consumers were frustrated that international politics is impacting what they can buy and when they can get it.

Nearly 60% of Australian parents say they believe their children will be more demanding online shoppers in the future, with 48% saying their children have unrealistic expectations already when it comes to online shopping.

One-third of consumers are interested in the ability to spend beyond the grave, such as providing ongoing support for their family.

Melanie Wiese

Melanie Wiese, chief strategy officer at Wunderman Thompson Australia, said: “We know online shopping has gone gangbusters through the pandemic. The question we all have, especially with rising inflation, is will those habits stick? And how will it change consumer expectations of brands online and off?

“Our belief that the future belongs to brands ambitious about their contribution to people and the world is amplified by this outstanding report. Consumers need to buy into more than your product to win the future of commerce, and that will take enterprise level equity and inspired omnichannel retailing.”

Hugh Fletcher, global head of consultancy and innovation at Wunderman Thompson Commerce, added: “TikTok, Twitter and Instagram, marketplaces and eCommerce more generally offer shoppers an instant way to engage with, and purchase from, their favourite products and services.

“However, this means demands are higher, expectations are loftier, and consumers have a reduced patience; they want products and services at the click of a button and won’t settle for second-best.”


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