Retailers are starting to close the gap between bricks and mortar and digital sales: the brigital divide. It's about letting the customer choose their preferred style of interaction and creating seamless pathways between these modes.

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Closing the divide
How bricks and
mortar and
digital collide

2. Online retail is
booming in Australia
Online shopping now represents 7% of all retail sales*
*NAB Online Retail Sales Index, June 2015
2015
$18.3B2013
$13.7B
$15.3B
2014
$13.7B
2013
$18.3B
2015

3. Retailers are starting to close the gap between
bricks and mortar and digital sales.
Online shopping on the rise

4. "Today's customer demands
multiple touchpoints. The customer
is in charge, and the retailer must
be able to say: ‘We'll meet you
wherever you want us to'."
- Paul Greenberg, Executive Chairman,
National Online Retailers Association.

5. Closing this divide is about letting the customer choose their
preferred style of interaction – mobile, in-store, online or
social – and creating seamless pathways between these modes.
Flexible shopping pathways

6. So who is conquering this
‘brigital divide’ in Australia?
$0.6B
$18.7B
Gifts
Total market:
$1.1B
Food & drink
$2.0B
Health & beauty
$1.4B
Hobbies
$3.7B
Electronics
$3.1B
Home & garden
$4.1B
Apparel
$2.7B
Entertainment
Here’s what Australians are buying:
Source: Independent market research by QOR, March 2013 - 2015

7. Our favourite apparel websites
Source: Independent market research by QOR, March 2015
By purchase volume, this is where
Australians are actually shopping online
Target24%
20%
17%
15%
13%
14%
12%
14%
12%
11%
20%
14%
14%
13%
11%
11%
11%
10%
9%
8%
We asked Australians for
their favourite online stores

8. Traditional retailers still lead the way in the online
space. But for these bricks and clicks players, the
'brigital divide' is still quite wide.
David Jones Woolworths (all brands)
Dick Smith
Percentages of sales made online
7%
JB Hi-Fi Kathmandu
2.5% 5.8%
2% 1.6%

9. Bridge the divide between bricks
and mortar and online sales?
Creating a seamless omnichannel
environment that caters to every
shopper's whim is the future of retail.
Let’s look at how it’s done...

10. I’d like to buy a size
10 green jumper.
Do you have any
in-store?
We sure do. This is
a new arrival today.
Apps and responsive
online stores are becoming
the norm.
Sales via messaging
platforms is the new
frontier for point-of-sale.
#1 Enhance the mobile
commerce experience

11. W
orn
at
Fashion
W
eek
#2 Digitise your store
Most sales come from bricks and mortar settings. Engage with
shoppers in real-time as they wander through the aisles.

12. newsletter
#3 Think immersive
Apps can help with particular stages in the purchase journey.
Personalise your site to welcome back a particular shopper.

13. If you only sell online, think hard about how a
physical space could boost your business.
Even if it's about bridging the gap with services like
Click & Collect, or ensuring your brand is the face of
delivery when goods arrive at a customer's door, the
traditional channel can pay dividends.
#4 Bricks are the new black

14. Shoes of Prey allows
customers to design their
own shoes in studios across
the US and Australia.
Etsy opened a pop-up
shop in New York City to
feature the site's designers
and makers.
#5 Find novel ways to connect

15. #6 Invest in social media
People shop in social tribes. Align your strategy across
social media so customers enjoy a seamless transition
from one channel to the next.
1.44b
users
302m
users

16. StarTrack can help your business bridge
the divide between bricks and mortar
and digital sales
To find out how,
call us on 13 2345
StarTrack is a business of Australia Post