Retailers Focusing on a Complete Customer Experience in Store to “Win Back” Online Shoppers

Retail businesses in Australia have been struggling as of late. Between the high Aussie dollar and growth in the internet shopping sector, the Australian retail market has seen a substantial decline in recent years. In an attempt to recover online shoppers, retailers have been focusing on improving the entire shopping experience for customers in every aspect from the shopping selection to the look, feel and design of the retail floor. Then they take it a step further, stretching the boundaries of traditional retail to include children’s play spaces and upscale eateries.

A recent Marketing.com.au  article focused on retailer Brandsmart, as the latest retailer to make these types of changes in an effort to bring back retail sales in the centre it is located in with many other types of retailers. “We have taken many strategic steps to engage with a broader group of customers. We have and will always appeal to our core demographic being women between 25 and 65. However the relaunch, by virtue of both changes to tenancy mix as well as physical transformation of the building, definitely broadens our market both in terms of age and gender,” says Brandsmart spokesperson Michael Kahane.

One of the main focuses of the changes of the overall building inside and out is to give the look and feel of and upmarket retail hub than a discount centre.