New Zealand retailers’ digital experiences criticised

  • News
  • July 14, 2016
  • Sarah Dunn
New Zealand retailers’ digital experiences criticised

The good news about the report is that almost as many Kiwi consumers were delighted with the digital experiences they were being provided – 31 percent.

Of the sectors surveyed within SAP’s report, retail consumer goods was equal with government and telecommunications as the lowest-scoring sector. These sectors all had an NPS score of -13 percent.

The report also captured what these disenchanted consumers wanted to see improving in retail consumer goods. Most important to them was feeling safe and secure; having the ability to interact or buy any time, any place on their terms; have the service be cohesive, integrated, obvious and easy; and have it fit in with the rest of their life effortlessly.

SAP says Kiwi consumer-good retailers are “floundering” in their ability to provide functional, transactional and emotional experiences. The consumer responses from the report indicate that they most want to be made to feel unique and important – more than 30 percent of respondents indicated that neither of these goals were currently being achieved.

Cheeringly, retail groceries performed much better as the third-top performing industry in New Zealand behind banking and insurance. Its NPS score was zero.

Retail grocery customers valued the same things as retail consumer-good shoppers, but far more of them felt unique and important while interacting digitally with retailers. They also valued being excited and engaged more.

Stuart O’Neill, head of business - ANZ, SAP Hybris, says these results aren’t intended to be depressing but to indicate to retailers that there’s work to be done.

“Australia is similar,” he says. “New Zealand, if anything, is doing better.”

The common theme he identifies from the research is that consumers expect at least the basics to be done right when they’re engaging digitally with a company. New Zealanders are well-travelled and well-educated consumers who expect to access retail services at the level they’ve seen in Europe, the US and Asia at home.

“You can see what’s available and you expect the same when you get home.”

The difference between New Zealand and Asia is that Kiwis are well ahead in terms of expectations, O’Neill says: “Here, retailers are playing catch-up, whereas overseas they’re leading the customers.”

O’Neill says customers should be able to find what they want easily, consistently and quickly across all channels of the organisation. Dissatisfaction can occur in a millisecond, however.

“All that brand-building work can be destroyed through one single bad interaction.”

Both bad and good experiences can be considered to be “contagious” across bricks and mortar and digital channels, O’Neill says.

He has a warning for retailers who have been dragging their heels on ecommerce:

“I think a lot of retailers have thought an online catalogue is ‘online’. No. You need to actually own that whole experience.”

SAP’s full Digital Experiences Report is available for download here.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.


Torpedo7 evolves its bricks and mortar strategy

Torpedo7’s new flagship at Westfield Newmarket represents the next step in the evolution of this former pureplay’s bricks and mortar strategy.


Visual merchandising tips from top designer Kris Ericksen

  • Design
  • October 9, 2019
  • Sarah Dunn
Visual merchandising tips from top designer Kris Ericksen

The Judge’s Choice award for the Welly Loves WOW Window Dressing Competition this year went to Danish jewellery retailer Dyrberg/Kern’s luminous window display. The designer behind it, Kris Ericksen of Plato Design, shares some tips on how to put together a stunning piece of visual merchandising.

Read more

The Kai Box talks plant-based business

  • News
  • October 9, 2019
  • Sarah Dunn
The Kai Box talks plant-based business

Auckland-based vegan food company The Kai Box is riding a wave of consumer interest in plant-based food. Co-founder John Mellows shares some thoughts on the popularity of veganism with us.

Read more

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

Concept to closet
Business coverage of New Zealand Fashion Week.
Regional rollercoaster
What does retail look like in 2019 for ...
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...

Peek inside the new Sass & Bide store at Westfield Newmarket

  • Design
  • October 8, 2019
Peek inside the new Sass & Bide store at Westfield Newmarket

The new flagship at Westfield Newmarket is Australian label Sass & Bide’s third in New Zealand and 16th in total. Take a look at its fit-out in our gallery below.

Read more
Sponsored content

Zoe & Morgan talk music

Our friends at OneMusic caught up with the lovelies at Zoe & Morgan to learn about what makes their stores hum.


New ecommerce start-up Beer Hug prioritises fresh brews

  • News
  • October 8, 2019
  • The Register team
New ecommerce start-up Beer Hug prioritises fresh brews

A recently-launched online marketplace named Beer Hug aims to get fresher craft beer to consumers faster. Co-founder Adam Prentice shared some insight with us into why freshness is important.

Read more
Next page
Results for
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

The Register

Content marketing/advertising? Email or call 022 639 3004

View Media Kit