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Friday, 10 November 2017 10:50

Data analysis helps retailers prepare for $48b Xmas shopping splurge

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Online and bricks and mortar retailers are making better use of data analytics tools to streamline services ahead of the expected $48 billion Christmas spending splurge by shoppers, according to the National Retail Association (NRA).

The NRA, Australia’s major retail industry organisation, says the use of data analytics better prepares retailers to assess their channels and streamline their e-commerce portals.

“Stores with physical and online footprints have been utilising better data analytics tools this year ahead of the busy period, to better assess their channels and streamline their e-commerce portals,” says NRA CEO Dominique Lamb.

“Retailers have really upped the ante on their fulfilment and delivery services this year, and will be utilising rapidly advancing technology to give more accurate feedback on changing consumer needs, to offer even better services into 2018,.”

Lamb also says other services like Australia Post’s Shipster (subscription delivery service) offering, was indicative of ways the industry is working together to better cater to shoppers’ growing need for speed and convenience.

xmas spend

And while shoppers might be keen to get the job done swiftly, Lamb says personalised service will still be high on the agenda.

“Experiential shoppers won’t just be looking to walk into a store, grab the product they want and leave. They will be looking for a more individualised service that provides a more immersive retail experience, rather than simply a Christmas shopping chore.”

And Lamb say despite sluggish retail spending, retailers will be run off their feet from next week through to December 31.

“Retailers have been preparing for months, recruiting extra staff who can take care of the extra foot traffic, help indecisive consumers find the right gift, as well as keep those piles of crumpled clothes and muddled up racks under control, all without breaking a sweat!

“Students in particular love this time of year as they can stock up on as many shifts as possible while they’re not in semester, and we’re seeing a great deal of workers choosing to maximise their earning capacity now to fund travel through the year”.


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Peter Dinham

Peter Dinham - retired in 2020. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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