How retailers can create an amazing online experience


Online sales in Australia represented $14.1 billion in the last year, representing 6.3% of total retail spend. And this is growing. 


How retailers can create an amazing online experienceRecent Australian research shows that pure-play retailers still represent 70% of consumer spending online. But retailers are catching on – and with sophisticated omni-channel strategies (and a big budget for marketing and systems development) – they’re the ones that are showing real growth in online sales.


Strong online sales growth is all about creating an amazing experience online. And its paying off for Australia's top rated online retailers. 

As online ecommerce sites dominate the retail landscape, here's how you can create an amazing online experience to keep your customers coming back to your brand: 


1. Impress them before they visit you

More than 70% of purchases (in-store and online) include online research prior to purchase. Your reviews, your social and your brand’s search engine experience all amount to them choosing to land on your home page.


2. Delight your customers with the experience

It’s not enough to just receive your parcel in the mail any more. It’s about delighting your customer with the entire shopping experience. There are a multitude of ways that you can do this – through express delivery, parcel tracking, rewards programs, and offers. Think out of the box, and create something unexpectedly fabulous. (But remember, once you do it once, they’ll expect it… refer to point 3.)


3. Be consistent

Creating a seamless product offering and experience between in-store and online will create familiarity and consistency for your brand. Continuity of service offering, promotional offers and rewards, or messaging across your media channels, will create trust, comfort, and desire to shop with you. If you have a physical store, make sure that the stock and the pricing are the same in each of your two environments.

Note: if your online strategy is to differentiate completely from your in-store experience and offering, then this needs to be clear to your customers from the onset.


4. Make the decision to buy with you an easy one

Eliminate the purchase barriers – make your shopping cart checkout experience as easy as possible; recognize your existing customers, and make it easy for them to buy again – remind them you’re there with a great communication strategy, and tailor it to their purchasing behavior.


5. Remember the customer, always

Ultimately, you’re building your online experience for the customer. They’ll let you know if it’s not working – through their behavior, your conversion, and your feedback. Understand how they think, and what they want from their experience with you, and you’ll keep them coming back. 

Katherine MacPherson

Principal at The Hunter Box

Still trying to figure out what she wants to be when she grows up, Katherine has spent the last 15 years working across a range of industries, always creatively designing and managing marketing projects. Katherine understands business, and builds marketing strategies to get the best out of your marketing dollar. Katherine has a ‘thing’ for Seth Godin (look him up!) and thinks she can sing but knows she can’t dance.

Comments (6)
Phil Khor

Phil Khor, Founder at

Good read, great tips and to the point! Personally it's all about providing good and consistent customer experience. It's easier said than done esp online where we can feel somewhat "distant" with our customer at times, but I reckon the trick is simply to stay focused, stay hungry, and you won't go wrong. Thanks for sharing Katherine. Keep them coming :D

Wendy Huang

Wendy Huang, Full Time Blogger and YouTuber at A Custom Blog in 4 Minutes

I wonder if this percentage includes overseas purchases. I have a feeling a lot of aussies spend their dollars on overseas stores vs. local ones simply because it's more price competitive. I once had a piece of make up (that was cheaper in America) and the shipping cost me $3.25, half the price I would pay for postage just shopping locally! It's insane!

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