The Personal Supply Chain

Today, there is wide acceptance that we live in an Omnichannel world.

The modern consumer doesn’t just shop at bricks and mortar stores, but also shops and researches online – sometimes even while standing in a real store.

Omnichannel’s effect on the retail and logistics sectors has been profound, and is driving a revolution in the way that businesses and consumers now connect and exchange value.

At its heart is the connected, engaged Omnichannel shopper – a person who is no longer prepared to stand by, but wants to actively participate in the supply chain.

This has resulted in a new phenomenon we call the Personal Supply Chain.

In this latest Telstra research report, which explores the opportunities and challenges of the new Personal Supply Chain, we’ve looked into:

• The current status of the Omnichannel shopper in Australia
• What services shoppers really want from the supply chain
• Which of these services are currently being delivered by businesses
• Which services shoppers are prepared to pay a premium for
• Which services shoppers are prepared to collaborate on, in return for a discount
• What shoppers see as the biggest problems with the current retail supply chain.

As expected, Omnichannel behaviour is increasing rapidly, with the incidence of online shopping and reviewing rising to 87 per cent in 2014, up from 66 per cent in 2012 (from the annual Sensis® Business Index). And it’s not just young people driving this change – it’s on the rise in all ages and gender demographics.

Another fascinating fact revealed by our research is the steep increase in numbers of people shopping on their mobile devices, although the personal computer is still king for most online purchases.