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Australia & New Zealand

It's time to rethink "The Line"

Once upon a time in marketing, there was "The Line,” and communications sat either above or below it. But then along came digital media and with it, a new line. Today, shopping journeys have changed. People jump online and offline across platforms on their way to buying the things they want and need. For marketers, it’s time to give "The Line” a rethink. What if we just focused on the line our customers are treading?

Level up your commerce strategy with Rachel Corbett

We’re talking business in our brand new three-part series, "On the line." Join our host and a surprising cast of special guests to rethink commerce over conversations about case studies and the latest consumer insights.

Be there by making your brand discoverable online

Meet consumers’ rising expectations wherever and whenever they explore and evaluate their options.

Did you know? 82% of all Aussie households (9M) shopped online in 2020 and spent an average of $5,600 per household.

Be there when they’re looking. When researching products online, 1 in 3 consumers will choose their second-choice brand over their first choice just because it shows up in the Search results.

63%

Online shopping is the new window shopping. 63% of people globally say they bought something online that they saw in a YouTube video.

Connect online and offline experiences

Build stronger relationships with your customers and boost both digital and in-store performance by building continuous connections.

It’s not what you think. Online channels such as search, display, and digital video drive 42% of in-store sales, while offline channels such as out-of-home and TV drive 40% of online sales.

Get the best of both worlds. Having a physical and digital presence combined drives +32% sales revenue, and 67% of consumers feel positive toward brands that connect with them both online and offline.

70%

Connect the dots. 70% of all consumer journeys involve a Google touchpoint such as Search, YouTube, or Maps.

Future-proof your business to thrive

Set the stage for long-term growth with a game plan that goes beyond the pandemic.

It’s only the beginning. In Q1 2021, over 7M Aussie households shopped online — a 12% increase versus the same period in 2020. But Australia’s online retail penetration rate is still at 9.4%, indicating a significant opportunity for growth.

New opportunities ahead. Revenue for the online shopping industry is anticipated to rise by over 35% in 2021 because more brick-and-mortar firms are establishing online operations.

The future is multichannel. Aussie shoppers who researched and bought across five or more channels report purchasing 4X as much and spending more than double compared to shoppers who used two or fewer channels.

Dive into more insights

Stay ahead of evolving consumer behaviours with the latest research and strategies.