Beyond price, Trustworthiness of the Retailer is also important to her. Immediacy drives her in-store, while convenience drives her online. She is a decision maker, solely or jointly responsible for key household purchases. Media helps her navigate her shopping experience and feel confident about her decisions.
She Enjoys Shopping
(% Agree)
I get excited about sales events
%
I find shopping a pleasure, not a chore
%
I feel guilty taking the time to shop or spend money on myself
%
Shopping is a social occasion for me – something I like to do, share, talk about with my friends
%
Her Shopping Approach
(% Agree)
Practical Bargain Hunter - I am conscious of value as long as it's on my terms.
%
Thrifty Shopper - I’m always looking for the best price, and I’m willing to wait or travel to get a deal.
%
Quality Seeker - I value quality above everything else and will pay top dollar to get it.
%
Carefree Spender - I don't often think of price, I buy what I like.
%
She is somewhat of a Conscious Consumer
(% Agree)
I will shop with whichever retailer has the best deal
%
It's important to me to shop with Australian retailers
%
I prefer retailers who share my values
%
I shop with retailers who give back to the community over others
%
I shop with environmentally friendly retailers over others
%
I am loyal to specific retailers, regardless of price or convenience
%
How She Chooses Who to Shop With - What is Important to Her
(% Agree)
Pricing
%
Trustworthiness of the Retailer
%
Convenience
%
Reputation of retailer
%
Delivery speed & cost
%
Variety of products or brands
%
Returns policy
%
Sales events
%
Recommendations from family and friends
%
One stop shop
%
Multiple or flexible payment options
%
Giveaways, competitions
%
Rewards points
%
Expert or specialist advice
%
Specialty store
%
Exclusive brand deals
%
Retailer live events
%
Influences Beyond Price
(% Agree)
Reviews help me decide where to shop
%
Reviews & Recommendations help me feel more confident about my shopping decisions
%
Recommendations from family & friends are important when it comes to deciding which retailer to shop with
%
Articles influence my opinion of retailers
%
SOURCE: WHIMN Think Series Retail, a newsamp survey conducted Aug/Sep 2019
Sample size: 1,146
WHIMN Is A Trusted, Helpful Source of Information, Influencing Actions
Engaging today's always-on, informed consumers…[they] are beginning brand & retailer interaction long before they have a specific purchase in mind… constantly connected consumers are also looking beyond brand interactions to learn about new products.
The WHIMN Connection
(% Agree)
WHIMN is a helpful source of information
%
WHIMN is a brand I love
%
WHIMN is a brand I trust
%
WHIMN influences actions
%
WHIMN influences opinions
%
WHIMN is a brand I spend a lot of time with
%
Most Shop Both In-Store and Online
(% Agree)
In-store only
%
Online only
%
Both in-store and online
%
She Shops Armed with Information
(% Agree)
I often do price comparisons online while I shop in-store
%
I tend to research online then buy in-store
%
Reviews influence how I shop
%
Immediacy Drives Her In-Store rather than Online
(% Agree)
To touch/see/feel product/s
%
So I can have the product immediately
%
Ease of shopping at one place
%
Shopping for more expensive products
%
Personal customer service
%
In-store only sales
%
In-store atmosphere & experience
%
Recommendations from family or friends
%
Shopping for cheaper products
%
In-store only exclusive brand/product deals
%
Face-to-face expert advice
%
In-store live events
%
Convenience Drives Her Online rather than In-Store
(% Agree)
Convenience, shopping where and when I want 24/7
%
To save time
%
Ease of retailer/product comparison
%
To avoid queues & crowds
%
Access to greater range of brands/products
%
To avoid pushy sales staff in-store
%
Online-only sales
%
Online-only exclusive brand/product deals
%
Shopping for cheaper products
%
Recommendations from family/friends
%
Shopping for more expensive products
%
Increase Her Online Shopping By -
(% Agree)
Encouraging Her Habits
Online ads/articles with a click-to-buy options influence me to shop online instead of in-store
%
Online ads/articles with a click-through to retailer websites influence me to shop online instead of in-store
%
Appealing to Her Bargain Mindset
I’m more likely to take advantage of deals/vouchers/promotional codes online rather than in-store
%
Making it Easy
I would shop online more often if online ads took me straight to the item checkout with just one click
%
Click-to-shop options from articles help me shop
%
The Balancing Act Between Personalisation & Security
(% Agree)
I am concerned about how my data and information is used online
%
I am concerned about the security of online payments
%
I like personalised deals based on e.g. my preferences, past purchases etc
%
She's a Household Decision Maker: Solely or Jointly responsible for buying -
(% Agree)
Beauty & Skincare
%
Children's Toys & Games
%
Clothing & Accessories
%
Consumer Health e.g. Vitamins
%
Connected Home
%
Consumer Electronics
%
Furniture
%
Home Appliances and Whitegoods
%
Homewares
%
SOURCE: WHIMN Think Series Retail, a newsamp survey conducted Aug/Sep 2019
Sample size: 1,146
Deep Dive: Buying Kids' Toys & Games
Triggers to Shop Toys & Games
(% Agree)
Specific occasions e.g. gift-giving occasion such as birthday, a celebration
%
Retail sales events
%
A reward for my child/ren
%
Impulse, I often buy toys/games on the spur of the moment
%
My child/ren asking for toys/games
%
Personal recommendations from e.g. friends, family, child educators
%
Online deals pages e.g. Kidspot deals
%
Reviews of Toys/games
%
A new release of toys/games
%
Her Top Media Along the Toys & Games Buyer Journey
(% Agree)
Inspires Her to Shop for Kids Toys & Games
Online Deals Pages e.g. Kidspot Deals
%
TV Ads
%
Online Articles
%
Parent to parent Reviews e.g. Kidspot Mums Say
%
Online Ads
%
Makes Her Aware of Kids Toys & Games to Buy
TV Ads
%
Online Ads
%
Online Articles
%
Online Deals Pages e.g. Kidspot Deals
%
Parent to parent Reviews e.g. Kidspot Mums Say
%
Helps Her Decide What Kids Toys & Games to Buy
Expert Reviews
%
Parent to parent Reviews e.g. Kidspot Mums Say
%
Online Articles
%
Online Deals Pages e.g. Kidspot Deals
%
Magazine Articles
%
Helps Her Decide Where to Buy Kids Toys & Games
Online Deals Pages e.g. Kidspot Deals
%
Online Ads
%
Parent to parent Reviews e.g. Kidspot Mums Say
%
Online Articles
%
TV Ads
%
Where She Buys Kids Toys and Games
(% Agree)
In-Store
Department Store e.g. Myer, David Jones
%
Discount Department Store e.g. Kmart, Target, Big W
%
Toy Store
%
Online
Department Store e.g. Myer, David Jones
%
Discount Department Store e.g. Kmart, Target, Big W
%
Toy Store
%
Online Market Place e.g. eBay, Etsy
%
Online Retailer e.g. Amazon
%
I Do Not Buy Toys/Games Here
Department Store e.g. Myer, David Jones
%
Discount Department Store e.g. Kmart, Target, Big W
%
Toy Store
%
Online Market Place e.g. eBay, Etsy
%
Online Retailer e.g. Amazon
%
SOURCE: WHIMN Think Series Retail, a newsamp survey conducted Aug/Sep 2019
Sample size: 1,146
Deep Dive: Buying Fashion
Triggers to Shop Fashion
(% Agree)
Need to replace old clothes
%
A specific occasion e.g. a special event, a celebration
%
Retail sales events
%
To spoil myself or someone else
%
Impulse, spur of the moment purchase
%
Online Deals pages
%
Retailer communications e.g. email, direct mail
%
New season release of fashion
%
Personal recommendations from friends/family
%
Her Top Media Along the Fashion Buying Journey
Inspires Her to Shop for Fashion
(% Agree)
Online Ads
%
Online Deals Pages e.g. Kidspot Deals
%
Online Articles
%
Magazine Articles
%
Influencers on Social Media
%
Makes Her Aware of Fashion to Buy
Online Ads
%
Online Articles
%
Magazine Articles
%
Online Deals Pages
%
Magazine Ads
%
Helps Her Decide What Fashion to Buy
Online Articles
%
Online Deals Pages
%
Peer Reviews
%
Expert Reviews
%
Online Ads
%
Helps Her Decide Where to Buy Fashion
Online Deals Pages
%
Online Ads
%
Online Articles
%
Expert Reviews
%
Peer Reviews
%
Where She Buys Fashion
(% Agree)
In-Store
Department Store e.g. Myer, David Jones
%
Discount Department Store e.g. Kmart, Target, Big W
%
Fashion Chain e.g. H&M, Zara, Saba, Seed, Cue
%
Designer Fashion Store e.g. Zimmerman, Sass & Bide, Chanel, Camilla & Marc
%
Independent Fashion Store
%
Online
Department Store e.g. Myer, David Jones
%
Discount Department Store e.g. Kmart, Target, Big W
%
Fashion Chain e.g. H&M, Zara, Saba, Seed, Cue
%
Designer Fashion Store e.g. Zimmerman, Sass & Bide, Chanel, Camilla & Marc
%
Independent Fashion Store
%
Online Market Place e.g. eBay, Etsy
%
Online Retailer e.g. Amazon, The Iconic, Asos
%
I Do Not Buy Fashion Here
Department Store e.g. Myer, David Jones
%
Discount Department Store e.g. Kmart, Target, Big W
%
Fashion Chain e.g. H&M, Zara, Saba, Seed, Cue
%
Designer Fashion Store e.g. Zimmerman, Sass & Bide, Chanel, Camilla & Marc
%
Independent Fashion Store
%
Online Market Place e.g. eBay, Etsy
%
Online Retailer e.g. Amazon, The Iconic, Asos
%
SOURCE: WHIMN Think Series Retail, a newsamp survey conducted Aug/Sep 2019
Sample size: 1,146
Deep Dive: Buying Beauty
Triggers to Shop Beauty
(% Agree)
Needing to replace beauty products
%
Personal Recommendations
%
Time to update my beauty regime e.g. change of season, try a new look
%
Retail sales events
%
To spoil myself or someone else
%
A specific occasion e.g. a special event, a gift-giving occasion, a celebration
%
Articles about beauty products
%
New release of beauty products
%
Impulse, spur-of-the-moment purchase
%
Retailer Communications e.g. email, direct mail
%
Ads for Beauty Products
%
Online Deals Pages
%
Her Top Media Along the Beauty Buyer Journey
(% Agree)
Inspires Her to Shop for Beauty Products
Online Articles
%
Influencers on Social Media
%
Expert Reviews
%
Peer Reviews
%
Magazine Articles
%
Makes Her Aware of Beauty Products to Buy
Online Articles
%
Magazine Articles
%
Magazine Ads
%
Online Ads
%
TV Ads
%
Helps Her Decide What Beauty Products to Buy
Expert Reviews
%
Peer Reviews
%
Online Articles
%
Magazine Articles
%
Influencers on Social Media
%
Online Deals Pages
%
Online Ads
%
Helps Her Decide Where to Buy Beauty Products
Peer Reviews
%
Online Deals Pages
%
Online Articles
%
Online Ads
%
Expert Reviews
%
Where She Buys Beauty
(% Agree)
In-Store
Department Store e.g. Myer, David Jones
%
Discount Department Store e.g. Kmart, Target, Big W
%
Pharmacy Chain e.g. Chemist Warehouse, Priceline, Amcal
%
Independent Pharmacy
%
Supermarket
%
Cosmetics Store e.g. Sephora, Mecca Cosmetica
%
Online
Department Store e.g. Myer, David Jones
%
Discount Department Store e.g. Kmart, Target, Big W
%
Pharmacy Chain e.g. Chemist Warehouse, Priceline, Amcal
%
Independent Pharmacy
%
Supermarket
%
Cosmetics Store e.g. Sephora, Mecca Cosmetica
%
Online Market Place e.g. eBay
%
Online Only Retailer e.g. Strawberrynet, Adorebeauty
%
I Do Not Buy Beauty Products Here
Department Store e.g. Myer, David Jones
%
Discount Department Store e.g. Kmart, Target, Big W
%
Pharmacy Chain e.g. Chemist Warehouse, Priceline, Amcal
%
Independent Pharmacy
%
Supermarket
%
Cosmetics Store e.g. Sephora, Mecca Cosmetica
%
Online Market Place e.g. eBay
%
Online Only Retailer e.g. Strawberrynet, Adorebeauty
%
SOURCE: WHIMN Think Series Retail, a newsamp survey conducted Aug/Sep 2019
Sample size: 1,146
Deep Dive: Buying Consumer Health
Triggers to Shop Consumer Health Products
(% Agree)
To replace an item
%
Specific health concern/s
%
Personal recommendations from e.g. friends/family/medical practitioner
%
Time to update my health regime
%
Articles about health products
%
Retail sales events
%
New release of health products that I want to try
%
Advertisements for health products
%
Online Deals pages
%
Her Top Media Along the Consumer Health Buyer Journey
(% Agree)
Inspires Her to Shop for Health
Expert Reviews
%
Peer Reviews
%
Online Articles
%
Magazine Articles
%
Influencers on Social Media
%
Makes Her Aware of Health Products to Buy
Online Articles
%
Expert Reviews
%
Magazine Articles
%
TV Ads
%
Magazine Ads
%
Peer Reviews
%
Helps Her Decide What Health Products to Buy
Expert Reviews
%
Peer Reviews
%
Online Articles
%
Magazine Articles
%
TV Ads
%
Helps Her Decide Where to Buy Health Products
Peer Reviews
%
Online Deals Pages
%
Expert Reviews
%
Online Articles
%
Online Ads
%
Where She Buys Consumer Health Products
(% Agree)
In-Store
Department Store e.g. Myer, David Jones
%
Discount Department Store e.g. Kmart, Target, Big W
%
Pharmacy Chain e.g. Chemist Warehouse, Priceline, Amcal
%
Independent Pharmacy
%
Supermarket
%
Health Shop
%
Online
Department Store e.g. Myer, David Jones
%
Discount Department Store e.g. Kmart, Target, Big W
%
Pharmacy Chain e.g. Chemist Warehouse, Priceline, Amcal
%
Independent Pharmacy
%
Supermarket
%
Health Shop
%
Online Market Place e.g. eBay
%
Online Only Retailer e.g. Amazon
%
I Do Not Buy Consumer Health Products Here
Department Store e.g. Myer, David Jones
%
Discount Department Store e.g. Kmart, Target, Big W
%
Pharmacy Chain e.g. Chemist Warehouse, Priceline, Amcal
%
Independent Pharmacy
%
Supermarket
%
Health Shop
%
Online Market Place e.g. eBay
%
Online Only Retailer e.g. Amazon
%
SOURCE: WHIMN Think Series Retail, a newsamp survey conducted Aug/Sep 2019
Sample size: 1,146