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Study: Department store customers in Australia also shop online

One in two department store customers in Australia also buy over the internet, the latest retail tracking by Roy Morgan Research showed.

The study reveal that David Jones and Myer customers more likely to go Internet shopping than those who shop at Target, Kmart or Big W. More than half (53 percent) of Australians 14+ who shopped at David Jones in the last four weeks also bought something online in that same period, up from 39 percent in early 2011. Meanwhile, 47 percent of Myer customers also shop online, up from 37 percent.

On the other hand, around two in five discount store customers shopped online, a comparable proportion to this time last year.

“Customers at Myer and David Jones are clearly comfortable also shopping online, whether it’s for products and brands unavailable at the department store or for the same goods at better prices," said Norman Morris, Industry Communications Director, Roy Morgan Research.

“This could be seen by the department stores as either an opportunity to pitch their own emerging online stores to these web-savvy customers, or a risk through lost in-store sales opportunities," he added.


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