Nearly half of Australians make purchases on their phone from within a retail store on another retailer’s site, according to a new report from global technology company, Criteo. To avoid this, retailers need to use first party data to understand each of their customers and provide them with benefits unique to their needs.

The Criteo Shopper Report also reveals that nearly 9 in 10 (89%) of Gen Z and Millennial consumers browse products online and then purchase them in a retail store, while three in five Australians confirm making purchases online after seeing the product at a retail store.

The research also found that 90% of shoppers are looking for discounts and offers when making a purchase online, followed by free shipping (88%) and quick and easy checkout (87%).

Two out of three Australians confirmed they have recommended a company to someone based on a good experience they had, and more than half confirmed having told someone about the negative experience they had with a company.

Shoppers appreciate relevant and personalised advertising with most Australians across all age groups confirm that online ads they see are for products they would like to buy with Gen Z and Millennials coming out on top (78%), followed by Gen X (70%) and Boomers (53%).

“One of the trends uncovered in our Shopper Story Report that stood out to me was the hybrid approach to shopping, not so much that consumers are taking this route but just how many there were and how they were going about it,” Criteo managing director for Australia and New Zealand, Colin Barnard said.

“With so many consumers browsing online then purchasing in store and vice versa – and not necessarily with the same brand – it’s important that retailers can provide a seamless transition between their ecommerce and bricks and mortar experience to secure that sale.

“Consumers are taking more of their shopping beyond walled gardens and starting their journey directly on a retailer or brand’s website rather than a search engine, and this approach feels a lot more targeted than the browsing trends of recent years.”