At Google, Ross McDonald(RM) – Head of Retail and Consumer Goods – Google Australia / New Zealand has been responsible for commissioning ground breaking studies into Australian consumers and their interactions with retailers. Having worked with organizations such as Goodman Fielder, Nestle and Guinness, Ross’ understanding of shopper behavior is second to none.
TFR – What are some of the key online customer behavior traits that you have noticed – which might not be so apparent to business people in general?
RM – The most important consumer behavior online is research online before purchase. ‘Research’ used to mean walking around three different stores on a Saturday morning, asking questions. Not any more – Australians love to research their gifts and products online before they go to the store. The visit to a store or an outlet is to confirm their information, make final choices, and finalize the deal. Any retailer who is not part of the online research journey for shoppers is lucky to have shoppers come into the store.
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Social analyst Mark McCrindle did a study to further understand the way families communicate, and four clear consumer trends that have emerged along with four behavioral patterns.
One lesson from the research is that the theory you have to be young to be switched on is false. ‘Your use of technology is strongly linked to behavioural patterns or attitudes to life, rather than age,’ Mr McCrindle said.
So when it comes to being a consumer, then who are you?
1. Downagers – who is Generation Y in attitude but not in age. You often hear that young people are the early adopters of technology, but it is actually the baby boomers who spend more on technology than any other generation. They’re using the technology, they’re connecting, they’re social networking and they’re texting their kids.
2. Explorers – they are positive towards technology, they’re looking to use technology, but they’re new to technology.
3. Power Workers – They’re using technology not just in a social context and they’re not new to technology. They are empowered by technology. Yhey’re using it in a very useful and productive and profitable way.
4. Traditionalists – They just are not interested or motivated by the technology.
Along with the consumer groups, there are the four behavioral labels.
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At Google, Ross McDonald(RM) – Head of Retail and Consumer Goods – Google Australia / New Zealand has been responsible for commissioning ground breaking studies into Australian consumers and their interactions with retailers. Having worked with organizations such as Goodman Fielder, Nestle and Guinness, Ross’ understanding of shopper behavior is second to none.