Does a New Trend Bring New Hope for Old Businesses? Controversial Survey Shows that Online Shoppers Spend the Bulk of their Money with Local Retailers

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Perth Mobile Website Development firm Spanky Media develops plan for bricks and mortar businesses to maximise their income by making businesses Internet-friendly and easily accessible.

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This survey should give hope to every local bricks and mortar business in Australia. A lot of small shops didn’t make it through the last few years, but those that did should be excited about this survey.

Recently, Telstra surveyed over 800 Australians about their online shopping habits. The survey produced some surprising results. Up to now, prevailing “wisdom” has indicated that online shopping is dominated by huge national and international chains. Often, this opinion has demoralised small businesses, and has made them feel as though they don’t have the resources to compete with the big box retailers.

This survey, though, could be a game-changer for smaller, local, bricks and mortar businesses. According to the survey, nearly 70% of online buyers make their purchases from local retailers. The research also showed that 89% of those who bought online also made purchases in-store, and almost one out of three purchased goods are from the same retailer from whom one had purchased online.

Retail industry executive Gareth Jude of Telstra feels that the report should provide a lot of hope for bricks and mortar retailers. Jude cited the survey as being the first to focus solely on a market segment known as “omnishoppers”. This segment uses both the web and mobile phones for research, selection, and purchasing.

According to Jude, “What customers really want is not either a physical store or online—they want a blended experience… It’s only the bricks and mortar retailers that can give them that.” Of all the “omnishoppers” surveyed, close to 70% of their money went to Australian sites. The average shopper in the survey spent close to $2200 shopping online.

Kirk O’Connor, Director of Development for Spanky Media, a Perth website designer and developer, is very enthusiastic about the ramifications of the survey: “This survey should give hope to every local bricks and mortar business in Australia. A lot of small shops didn’t make it through the last few years, but those that did should be excited about this survey.”

According to O’Connor, small business owners may think they can’t compete with big business, but they can provide a more complete experience than a large international company can. Australian shoppers can do their research online, and then come into the local store to see or try out the merchandise. Usually, smaller shops have someone there to answer questions in person, and are always happy to do so.

O’Connor outlined what small businesses should do to take advantage of this trend: “If you don’t have a website yet, have us develop one for you, even if it’s a simple WordPress website. If you have a website and have neglected it, start paying attention. Finally, you must have your website optimised for mobile devices such as smartphones and tablets.”

O’Connor concluded, “The numbers don’t lie. Consumers may shop online, but many of them still want to talk to a human being face to face before buying. Local businesses with great websites give online shoppers the best of both worlds.”

Spanky Media is a Perth website development company that can help your small business maximise its revenue by bolstering your online presence. Services include website design, mobile website development, social media marketing, and Facebook brand pages. More information is available at their website: or call them at 1300 729 261.

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Kirk O'Connor
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