Australians are heavy users of digital wallets, once they have the app installed.  Nielsen research suggests such apps are used more than once a week  by the majority of users,  and are rarely deleted.

Stocard recently partnered with Nielsen to conduct research looking at the profile and shopping behaviours of Australian shoppers who use membership/ loyalty apps such as Stocard, Google Pay, Beem It, Commbank and digital catalogue apps such Stocard, ShopBack, Prezzee and Shopfully.  

The data also suggests that the apps appeal to shoppers that like deals and savings, that research products online before going into store and compare prices before purchasing.  

Among the findings

  • The majority (66%) of current membership card and/or digital catalogue app users said they used the app or apps for a year or more.
  • The majority (55%) of current membership card and/or digital catalogue app users said they used it every day or more than once a week.
  • 44% of current membership card and/or digital catalogue app users would consider using retailers apps e.g Coles, Qantas
  • 67% of prefer to research online for items/goods and then buy the same item/goods instore

The results are drawn from the Nielsen Media Analytics Research, 2020 Digital Shopper Landscape and Profiling Survey for Stocard, 20th November – 30th November 2020.

Radinck van Vollenhoven, Managing Director Stocard AU/NZ

According to Radinck van Vollenhoven Managing Director Stocard AU/NZ, “Consumers are gravitating to one or two mobile wallets, which serve the purpose they are looking for. If that be somewhere to store their loyalty cards or a method to be able to pay for purchases, for example. I don’t think there is one leading mobile wallet in Australia, but I think Apple Pay provides one of the best experiences for the consumer.”

Van Vollenhoven told Which-50 Stocard wants its app to provide consumers with a quick and easy shopping experience. “Earlier this year we extended the range of capabilities to offer consumers with the opportunity to buy at a discount, store and use gift cards via the app. We also hope to launch a payment function later this year, similar to what we have already done in Europe. “

Retailers have been chasing omnichannel magic for years, but the reality still falls short of the promise in many cases. 

Given the rise of digital wallets, and the level of engagement they get from consumers, we asked  Van Vollenhoven is there is any evidence around the world that retailers are actually changing the instore experience or the way they market because of wallet and loyalty behavior.

“COVID-19 has accelerated the demand for a digital experience and retailers are using technology to offer increasing convenience to customers. I don’t think there is one retailer that is providing a stand out omni-channel experience but at Dan Murphy’s you can now order online, enter your car number plate, drive to the store and wait for staff to deliver your order direct to your boot.”

Similarly, he said, “Woolworth’s drive-thru service allows customers to order groceries online and then when customers arrive to collect their shopping, they can alert staff via the Woolworths app or SMS link to notify the store team who will then pack the order directly in the boot.”

Consumer trends

Van Vollenhoven says he expects the trend towards consumers using tap and go or digital wallets to only increase this year off the back of the COVID-19 crisis. “During 2020, CBA saw an accelerated growth in digital wallet transactions, with the number of monthly transactions increasing from 29 million in October 2019 to 52 million this year.”

He also noted that Afterpay recently launched their new virtual card, which will sit in a customer’s Afterpay app.  “It is an evolution of the Afterpay offering, making it even easier for customers to split their in-store payments in four instalments without incurring interest. Commonwealth Bank have also announced its own buy now pay later offering, CommBank BNPL. The service is set to take on the likes of Afterpay, Zip and PayPal.”

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