According to new research.

The Australian consumer is often perceived as traditional and mostly resistant to change. But the latest 451 Research Global Unified Commerce Forecast, commissioned by payments company, Adyen, suggests otherwise.

The reality is that modern Australian shoppers are hungry for innovation in their shopping experiences. They seek new experiences and tailored service when and wherever they please.

The modern consumer demands a shopping experience that is fast, easy and frictionless. 51% of Australians surveyed agreed they would shop at a specific location if it meant not waiting in queue and 30% of Australians said the reason they do not shop in physical stores was simply to avoid waiting in queues.

The modern consumer favours personalisation and innovative experiences. Nearly half (43%) of the Australian respondents surveyed said they would shop more if they could interact with a smart speaker, like Alexa or Google Home to help them make purchases.

Consumers also want control, taking ownership of their data, payment method choices and product information. Smartphones, messaging apps and one-click checkouts have shifted the shopper expectation.

“The modern customer experience can’t be mass produced, technological innovation has ushered in a new era of personalised interaction, and consumers have grown comfortable with it,” Ayden Australia and New Zealand country manager, Michel van Aalten told Appliance Retailer.

“The retail experience has transitioned from a transactional relationship to a more nuanced interaction between shoppers and the devices they use to buy what they want. When they enter a store or website they are armed with more information, options and opportunities than ever before.

“The balance of power has significantly changed; consumers expect to be able to purchase what they want, how they want, where they want, and when they want.  They think in terms of convenience, not sales channel. And simply put, this means retailers need to tailor every experience to meet each shopper’s own behaviours, preferences and surroundings,” he said.