Insights you can rely on

Our shopping centre and audience analytics across our network of shopping centres mean we’re gathering deep insights into the shopping behaviours of Australians every day.

47% of shoppers like to browse online but buy in-store.

The urge to splurge

COVID-19 is reshaping the emotional needs of Australian consumers and, subsequently, their purchasing behaviour. Consumers are ready to relish in experiences they’ve missed – the last 18+ months have come with a lot of uncertainty and people are ready and raring to get back to ‘normality’. We’ve missed family, friends, socialising, travel and shopping – the simple act of being able to do what we want and when isn’t currently an option.

We looked at the concept of revenge spending, a term relating to the frenzy of spending that occurs after a traumatic experience, such as restrictions and lockdowns, as people want to restore control and a sense of normalcy.

With Australia’s two biggest states having been in extended lockdowns recently, consumers are ready to go and make up for lost time.

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The power of animation in
shopping centre advertising

Bringing advertising to life in shopping centres creates incredible results. We measured the impact of animation versus static advertising and the importance of panel positioning. The results were momentus with animation achieving 201% greater return on investment.

Animated out of home advertising demands attention, and it was found to be particularly impactful with our walk-by Smartlite panels. These portrait, floor-mounted retail advertising screens are positioned at eye level, increasing shopper attention and driving greater memorability.

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Closer to home

We are specialists in harnessing the power of local shoppers. Local communities have always been at the core of our business, but of late there has been an increased media spotlight on the trend towards ‘living local’. We wanted to understand what this actually means for Australian consumers and brands. How are shopping behaviours being impacted by the pandemic? How are we satisfying our need for connection and belonging? Are the trends we see today a temporary response to the pandemic or a long term reset?

To answer these questions and more we conducted a quantitative study of independently sourced, nationally representative sample of 1000 Australian consumers.

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74% of Australians
are more emotionally invested in their home than ever before

2 in 3 have tried
new brands in
the last 12 months

62% try to
support local

Household decision-makers
are also local shoppers

Our Household CEO Shopper Study revealed that 80% of household decision makers for big ticket items, such as furniture, electrical goods, and cars, are also the decision makers at the grocery store. And 57% of them are planning to buy a big ticket item in the next 6 months so no matter your product or service, out of home shopping centre advertising gets your brand closer to your customers.

Our research showed that brands need to stay top of mind for high involvement and high value purchases that are more costly and have greater emotional significant. They need to be in market regularly to drive awareness, salience and preference at the time of consideration and purchase. And with 90% of consumers not having specific brand preferences, retail OOH advertising can be critical for distrupting them when they’re in the buying mindset.

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The media multiplier effect

There’s powerful synergies of advertising in both television and out-of-home to deliver incremental reach, campaign longevity and improved ROI for brands. Retail OOH advertising triggers message recall and awakens brand associations previously formed on TV.

When you combine retail OOH and TV advertising, you will:

  • Deliver hyper-targeted messaging and reinforce brand associations
  • Drive conversion at point of purchase
  • Boost memory retrieval and leverage the buying mindset as shoppers approach the store
  • Hinder competition and ensure your brand is top of mind
  • Deliver hyper-targeted messaging and reinforce brand associations
  • Drive conversion at point of purchase
  • Boost memory retrieval and leverage the buying mindset as shoppers approach the store
  • Hinder competition and ensure your brand is top of mind

Are you ready to get closer with your customers?