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Are voice devices the future of retail?


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Did you know that 57% of the shoppers surveyed by ACRS would buy an in-home voice device now or in the future?

That’s quite a lot of shoppers.

The stat is just one of the insights in our quarterly research, Are voice devices the future of retail?, created in partnership with the acclaimed Australian Consumer, Retail, and Services (ACRS) Research Unit.

Positioned within the Monash Business School's Department of Marketing, ACRS has a 35-year history as a globally respected source of retail, services, consumer and marketing knowledge.

Their ACRS Omnibus tracker is a quarterly tracking study of consumers’ multichannel preferences and behaviour, based on an online survey of 500 Australian shoppers.

Read all about the key findings in our latest slideshare: Are voice devices the future of retail?

For more information about what is possible today in the voice space, contact us on 1300 725 628 or visit our website

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Or explore our library of downloadable marketing guides here:

About Salmat
Salmat is a leading Australian marketing services business. We partner with our clients to help them with the constant pressure of acquiring and servicing their customers, week-in, week-out. With media, digital and contact capabilities, we have the right solutions for our clients, enabling them to Reach, Convert and Serve more customers.

Founded in 1979, Salmat has evolved from a small letterbox distribution business to an ASX-listed company. With a talented team across four countries, we work with some of Australia’s most recognised and trusted brands to manage billions of customer interactions every year.

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Are voice devices the future of retail?

  1. 1. Are voice devices the future of retail?
  2. 2. Run out of toilet paper?
  3. 3. Imagine a world where you could simply speak into a device
  4. 4. And add it to your shopping list. Shopping List Toilet Paper
  5. 5. Sounds pretty nifty Right?
  6. 6. it’s actually a reality. Well,
  7. 7. in-home voice assistants to market. All the big brands are in the process of bringing
  8. 8. Google was the first to launch in Australia with the Google Home in July 2017.
  9. 9. But, are all hot on their heels. Apple Amazon Microsoft Samsung
  10. 10. so, the race is on for brands to create apps to service these devices.
  11. 11. But, what do consumers think of these voice assistants?
  12. 12. Do they want to use them for shopping?
  13. 13. What categories should take the lead?
  14. 14. We worked with ACRS to find out.
  15. 15. So, how many shoppers are aware of in-home devices?
  16. 16. were aware of at least one in-home voice assistant device. Almost half 47%
  17. 17. The Google Assistant The Google Home The Google Home Mini The majority of which (51%) knew about Google’s offering:
  18. 18. Not surprising since it was first to launch in Australia.
  19. 19. How did other brands compare? 29% Apple (Siri, iHome) 15% 4% 1% Amazon (Alexa, Echo) Microsoft (Cortana) Samsung (Bixby)
  20. 20. It will be interesting to see how awareness shifts as new devices launch in 2018. 2018
  21. 21. Quite a lot, we would say as only 1% of our respondents currently own an in-home device.
  22. 22. Of those who didn’t already own a device: would buy one presently or in the future. 57%
  23. 23. But, how willing are people to shop using an in-home voice assistant?
  24. 24. they were willing to give shopping on an in-home voice assistant a go. 68% 68% of shoppers said that
  25. 25. they have no interest at all in using an in-home device for their shopping. 4% A mere 4% of shoppers said
  26. 26. Of those shoppers willing to use an in-home device
  27. 27. how would they prefer to use it?
  28. 28. DEALS!
  29. 29. DEALS!
  30. 30. DEALS!
  31. 31. It’s all about getting the best deal for these shoppers. DEALS!
  32. 32. 60% they would use an in-home device to search for the best price. 60% of shoppers said
  33. 33. find bargains, discounts and sales relevant to their needs and interests. And 48% would use it to help 48%
  34. 34. In fact, the majority of shoppers (59%) said that alerts to sales, discounts and promotions would be a helpful in-home voice assistant feature for shopping.
  35. 35. But, what type of products would people buy using voice devices?
  36. 36. Shoppers told us they would consider buying a range of products.
  37. 37. 37% Groceries was the top category.
  38. 38. Followed closely by: 33% Clothing & Accessories 32% 31% 30% Health & Beauty Toys & Games Electronics
  39. 39. So, we’ve established that there is an opportunity for retailers to have their own apps.
  40. 40. But, how willing are shoppers to be advertised to?
  41. 41. However, there are no firm rules in place for the platform yet. 12% of shoppers said they’d actually prefer to have advertising. 12%
  42. 42. if they are offered benefits like services, discounts, or promotions. And a further 23% said they’d be willing to accept advertising 23%
  43. 43. us Australians are all about the Yep,
  44. 44. DEALS!
  45. 45. DEALS!
  46. 46. DEALS!
  47. 47. So, our conclusions?
  48. 48. by launching its device first in Australia. Google has the head start01.
  49. 49. only likely to grow as new devices enter the market. Awareness and ownership is02.
  50. 50. willing to use these devices to shop ... Shoppers are03.
  51. 51. be advertised to if the deal is relevant. … And04.
  52. 52. just a matter of which retailers will lead the charge to launch their own apps. It’s now
  53. 53. Talk to Salmat to find out how we can help
  54. 54. Contact us 1300 725 628
  55. 55. Thank you