Key takeaways for businesses from our cross-channel marketing report

APAC report blog

Have you checked out our latest report out of Australia – The future of cross-channel marketing? If not, you are missing out on some serious insights on changing consumer behavior and their expectations from retailers.

The report covers trends and insights across four main areas: consumer psychology, brand awareness, the decision buying process, and customer loyalty. It details how the adoption of different marketing channels and tools has changed over time, reveals the gap between consumer expectations and experiences, and provides essential strategies to help retailers’ future-proof their businesses – all whilst navigating the unpredictable COVID-19 landscape.

That’s not all, the report also highlights critical data points relating to the Australian shopper’s customer journey, including:

• Preferred marketing channels for communications
• Factors contributing to unsubscribe rates and cart abandonment
• Expectations around personalization in marketing communications vs. reality
• Importance of brand values
• The significance of loyalty and how shoppers like to be rewarded for it

Email is still the O.G.

Today, marketers have various choices with an increasing option of channels and tools at their disposal. However, email marketing largely remains the most influential marketing channel (69%) to cater to tailor-made experiences.

While email is shaping customers’ purchase decisions, results also show that 70% of people surveyed note they are likely to unsubscribe if they get too many emails. Brands need to understand exactly how their audiences wants to be marketed to. The importance of email should be taken seriously, but brands should still consider alternative channels to reach more consumers.

Why consumers abandon cart

The cost of shipping is the highest contributor to cart abandonment. When asked about the top reason that leads consumers to abandon an online shopping cart, 57% listed higher shipping costs that were not visible from the outset.

Retailers need to ensure that not only is their cost of shipping reasonable, but also that it is clearly visible. Communication and transparency are key. Check out our exclusive abandon cart report for a deep dive.

Get personal with your customers

Australian shoppers feel brands have a long way to go when it comes to personalization, and there is room for improvement. According to the report, more than half the people surveyed say that their marketing communications are somewhat personalized, while one-third think their emails are not personalized at all.

We constantly emphasize the need for effective segmentation and personalization while creating campaigns, to ensure our clients strike the right note with customers through tailored messaging.

Live chat is important for conversion

Shoppers would like to see more in-person assistance via live chat options on retailer websites. The majority (56%) use it to ask for advice. It is therefore an important tool in the purchase and conversion process, and something retailers need to consider.

Be clear on brand values

Brand values play a crucial role for customers during a purchasing decision. Interestingly, more than two-thirds of Australian shoppers think brands are not doing enough to showcase what they stand for. Thirty percent of consumers surveyed take a brand’s stance on sustainability into consideration when making a purchase decision.

Sustainability is more than just a buzzword and shoppers increasingly make purchase decisions based on the positive social, economic, and environmental impact of a brand. This shift in consumer behavior should drive marketers to look at the sustainability of their own practices.

At Dotdigital, we take our sustainability efforts very seriously and are proud to be the first carbon-neutral, ISO 14001 certified marketing automation platform in the world.

Loyalty for a price

A loyalty program is undoubtedly an excellent way for brands to build stronger and lifelong brand advocates. But, do customers receive expected perks? Results show that almost all shoppers (94%) want rewards/discounts for their loyalty.

It’s evident that a reciprocal relationship is valued, and brands should keep that in consideration when launching a loyalty program. Check out how Cellar One redefined its customer engagement with automated loyalty campaigns.

A little help from our friends

An overwhelming 72% of consumers say that reviews are key to the decision-making process when purchasing products or engaging with brands. Word-of-mouth was the second most important factor in the decision to purchase, with 79% of those surveyed likely to recommend a preferred brand to others.

A positive customer experience is not only about a single customer journey. It’s about the ripple effect of customers telling their friends, family, and co-workers. Furthermore, if brands do not encourage product or service reviews, now is the time to rethink that strategy and incorporate product reviews into the marketing mix.

Get your copy

We’ve produced this report to get our finger on the pulse of Australian consumer purchasing habits, to ensure we are helping our clients deliver the ultimate customer experience – delivering the right message through the right channel, at the right time, to the right person.

If you’ve read far, I know you are keen to learn more. Download the full report now for detailed insights into key trends. Happy reading!


Data in this report has been sourced and collected by Power Retail in August 2021 by surveys conducted with 5,000 Australian online shoppers.


Aparna Gray
Aparna has 22+ years’ experience in the marketing, public relations, and communications fields, with roles spanning across Australia, UK, China, and the United States. She specialises in the SaaS, high-tech and online retail industries and has worked closely within the e-commerce industry in the ANZ and APAC regions. Prior to Lexer, Aparna headed up APAC Marketing at Dotdigital, ChannelAdvisor and SLI Systems. Aparna’s extensive PR agency experience includes stints at Weber Shandwick in London, Burson-Marsteller in Shanghai, and Bite Communications in San Francisco. As Lexer’s Vice President of Marketing, she brings her wealth of experience and marketing prowess to the team. Coupled with her infectious energy and creative spirit, she leads a team of stellar marketers working to foster business growth and raise brand awareness through sophisticated marketing campaigns. Calling Melbourne home for more than 10 years, Aparna loves to cook with a good Pinot Noir in hand, enjoys watching cricket, and loves traveling the world with her husband and two sons.

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