The Australian retail landscape is rapidly changing; from global retail giants like Amazon and H&M to smaller players like Sandro; everyone wants a piece of the retail pie.

European pure players, such as Farfetch are capitalising on the high disposable income of Australians by enticing this market through unique luxury fashion items that are not stocked within Australia, paired with great prices often with free/cheap shipping. Competition for retailers is tough, and staying ahead of the market is more crucial than ever. On top of this stiff competition, customer loyalty and satisfaction is facing change. Bad customer service is now a prison sentence, with no second chances given. As a result, it’s clear that online retail today is no walk in the park.

To combat these issues, retailers are investing more and more to drive traffic to their online stores. But where is this money even going? Is it even a solution to the problem?

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