The ‘retailtainment’ effect: Aussies made 90 million more trips to the shops last financial year!

Original article by Roy Morgan Research
Market Research Update – Page: Online : 5-Dec-16

In the 12 months since Roy Morgan last focused on the retail industry in a State of the Nation report, there have been some striking changes in the way Australians shop, both in terms of their motivations and their behaviour. Perhaps the most surprising of these is the resurgence in retail visitation. The latest retail-themed State of the Nation reveals that Australians made 90 million more trips to bricks-and-mortar stores in the 2015/2016 financial year than they did in the year before that. For several years, Australians have been making fewer visits to retail outlets, as increasing numbers turned to online shopping for its convenience and (often) cheaper prices. But while bricks-and-mortar visitation is still well down on five years ago (by some 100 million trips, despite our growing population), it has shown signs of a turnaround more recently. Over the last financial year, Aussies made a combined 1.43 billion trips to department stores and discount stores, hardware stores and homeware stores, clothing stores, music stores and newsagents: an increase of 90 million trips on the 2014/2015 financial year. This increased customer traffic is at least partly due to the growing ‘retailtainment’ trend, where stores are working to enhance their customers’ shopping experience with an entertainment element – an on-site cafe or an in-store DJ for example – to lure them away from the computer screen and into a physical retail space.


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