<a href="https://www.apartments.com.au/developers/consolidated-properties">Consolidated Properties Group</a> (CPG) is approaching the launch of its latest Brisbane riverfront development, Castile, on the dress circle Skyring Terrace in Newstead.

VIP buyers are now being engaged, with a full public sales launch coming later this year.

Positioned as the final opportunity to secure a new absolute riverfront residence on the East bank of Newstead, Teneriffe or New Farm, Castile at 47 Skyring Terrace has been designed by <a href="https://www.apartments.com.au/architects/woods-bagot">Woods Bagot</a> as a timeless addition to the Brisbane skyline.&nbsp;

[smartcode_project:default project_id=150489 project_image_fid=371113]

The name Castile draws on themes of permanence, sophistication and legacy, reflecting a broader vision centred on enduring architecture and timelessness in the rarest of riverfront positions.&nbsp;

CPG Chairman and CEO Don O’Rorke said the project had been envisioned as a future Brisbane icon.&nbsp;

“With 47 metres of direct river frontage and never to be built out views, 47 Skyring Terrace is the definitive address on the Brisbane River,” O’Rorke said.&nbsp;

[smartcode_project:default project_id=150489 project_image_fid=371114]

“Rather than following trend-based apartment design, Castile draws inspiration from Brisbane’s great heritage buildings, reinterpreting classical architecture into a contemporary riverfront landmark designed to stand proudly for the next 100 years,” he said.&nbsp;

The approved development will comprise 227 apartments across a 25-storey tower alongside a boutique six-storey riverfront building of just 12 residences.&nbsp;

Construction is scheduled to commence in September 2026.

[smartcode_project_cta:default project_id=150489]

Joel Robinson

CPG unveils Castile Newstead ahead of upcoming sales launch

Australia’s online shopping habits have shifted dramatically over the last decade. As eCommerce volumes surged, so too did the frustrations that came with traditional parcel delivery: missed deliveries, long Post Office queues, parcel theft and the challenge of being home during business hours.

Australia Post’s Parcel Lockers emerged as one of the more practical responses to that changing consumer behaviour.

What started as a relatively niche delivery option has evolved into a nationwide network of more than 1,400 self-service Parcel Lockers positioned at train stations, shopping centres, supermarkets and Post Offices across the country. The system allows Australians to send, collect and return parcels 24 hours a day, fundamentally changing how many people interact with deliveries.

The appeal is relatively straightforward: flexibility.

Instead of waiting at home for a delivery driver or rushing to a Post Office before closing time, users can direct eligible parcels to a Parcel Locker location of their choice. Once the parcel arrives, Australia Post sends a notification with a collection code or QR access through the AusPost app, allowing customers to retrieve their package at any time within the collection window.

For apartment residents in particular, the system has become increasingly valuable.

Higher-density living has created logistical challenges around deliveries, especially in buildings without concierge services or secure parcel rooms. Missed deliveries are common, while parcel theft has become an increasing concern as online shopping volumes continue to rise.

Australia Post itself has repeatedly highlighted the growing issue of “porch pirates” during peak shopping periods, encouraging customers to use Parcel Lockers as a safer alternative to unattended home deliveries.

That security aspect is one of the key reasons the Australia Post Parcel Locker network has grown so rapidly.

Parcel Lockers are positioned as secure, monitored collection points that reduce the risk of theft while also improving delivery efficiency for Australia Post. Instead of multiple redelivery attempts, parcels can be consolidated into a single secure destination.

The Parcel Lockers themselves are free to use through a MyPost account and support a range of parcel sizes up to 16 kilograms and dimensions of approximately 35 x 44 x 61 centimetres.

Beyond receiving parcels, the system has increasingly become integrated into the broader eCommerce ecosystem.

Customers can now use Parcel Lockers to return online purchases, while retailers have embraced the model as a way to improve delivery success rates and reduce friction in the shopping process. Australia Post has actively expanded partnerships with major retailers and promoted Parcel Lockers as part of a broader out-of-home strategy.

The timing of that expansion aligns with broader changes in Australian shopping behaviour.

The acceleration of online retail during and after the pandemic placed enormous pressure on delivery infrastructure. Parcel volumes reached record highs, particularly during Black Friday and Christmas periods, with Australia Post delivering more than 100 million parcels during peak festive seasons.

That growth forced logistics providers to rethink the “last mile” of delivery, widely regarded as the most expensive and operationally difficult stage of the process.

Parcel Locker systems have increasingly been viewed as part of the long-term solution.

The concept itself is not unique to Australia. Parcel Locker networks have become common globally, particularly across Europe and Asia, where dense urban environments and apartment living create similar logistical challenges. But Australia’s geography and suburban sprawl made adoption slower initially.

Now, however, the convenience factor is driving mainstream usage.

For commuters, Parcel Lockers near train stations allow parcels to be collected on the way home from work. For apartment dwellers, they remove the uncertainty around access and missed deliveries.

The rise of the AusPost app has also streamlined the experience, centralising notifications, tracking and Parcel Locker access into a single platform. Australia Post has increasingly pushed customers toward app-based delivery management, partly as a way to combat phishing scams and fake delivery notifications, which have become more sophisticated in recent years.

The Parcel Locker model is also beginning to influence property development itself.

Parcel management has become a growing consideration in apartment building design, particularly as online shopping becomes embedded in everyday life. Many new residential developments are now incorporating dedicated parcel rooms or Parcel Locker systems into foyers and communal spaces.

For developers, parcel management is increasingly viewed as part of the broader resident amenity offering, alongside gyms, wellness spaces and communal work areas.

That reflects a wider evolution in how residential buildings are designed.

Apartment buyers are placing greater emphasis on convenience, security and operational functionality, particularly in higher-density urban environments. Parcel delivery, once considered a minor operational detail, has become an increasingly important part of that equation.

Australia Post’s Parcel Locker network sits at the centre of that behavioural shift.

What began as a simple alternative delivery option has evolved into a key piece of infrastructure supporting Australia’s growing eCommerce economy and changing urban lifestyles.

And as online shopping continues to expand, the role of Parcel Lockers is likely to become even more embedded in how Australians live, shop and receive goods.

How Australia Post Parcel Lockers changed parcel delivery convenience in Australia

Perth’s new apartment market recorded its strongest quarter of sales since Q4 2021, with 412 apartments sold in Q1 2026 and a record quarterly sold value of $537 million, according to Urbis’ latest Apartment Essentials results.

Urbis said the March quarter result reflects strong, highly product‑specific demand across both ends of the market, from more attainable projects delivering at scale, through to premium stock being absorbed by equity‑rich downsizers.&nbsp;

David Cresp, Partner at Urbis, said the key story in Perth is not demand, it is the market’s ability to convert demand into delivered housing.&nbsp;

“This is the strongest sales quarter since Q4 2021, and it reinforces that demand in Perth is real and it’s local,” David Cresp said. “But the task now is delivery, turning that demand into projects that can actually be built and completed.”&nbsp;

[smartcode_project:default project_id=110291 project_image_fid=302785]

<h2>Affordable product leads, premium demand remains resilient</h2>

Sales in Q1 were led by more affordable projects, with The Boulevard (SKS Group) recording 115 sales in the quarter, the presentation noting this is only the second time a single project has surpassed 100 quarterly sales. The project was able to offer more affordable housing product right next to a train station.&nbsp;

Palmyra West (Finbar) also delivered strong results with 28 sales in Q1, following 84 sales in Q4, with an average price of under $800,000, underscoring depth of demand for well‑located, attainable new stock.&nbsp;

At the premium end, Urbis said downsizer demand is continuing, with the results highlighting Romeo (Applecross, Finbar) recording 75 sales and reaching almost 50% sold in one quarter.

Jual (Shenton Park, Celsius Property) also posted a strong quarter with 28 sales, reaching 39% sold in one quarter.

Urbis noted that Perth apartment demand is not speculative, not investor‑led, and not uniform, describing it as localised, often equity‑driven and highly product‑specific, a pattern reflected in the polarisation between strong “attainable” performers and premium downsizer product.&nbsp;

[smartcode_project:default project_id=148957 project_image_fid=364102]

<h2>Prices underpinned by costs, and the delivery risk is growing</h2>

Urbis said pricing pressure is cost not demand‑driven: construction costs and delivery risk are now a central constraint, with the results noting build costs remain elevated and volatile, and that energy, fuel and labour uncertainty weigh on feasibility.

David Cresp said a growing challenge for private Build‑to‑Sell developers is simply securing a builder in the current environment.

“Developers are really feeling the pressure from a building market that was operating at capacity and securing a builder is challenging,” David Cresp said, adding that even where a builder can be secured, “trying to get to the price that makes the development financially viable is incredibly challenging in the current market.”&nbsp;

Urbis’ broader WA commentary also notes that industry remains at or above capacity with lot and housing creation, and that many builders are limiting new sales to manage stretched workforces and fixed‑price contract pressures, conditions that flow directly into apartment feasibility and delivery timing.

[smartcode_project:default project_id=108869 project_image_fid=317905]

<h2>Supply: improving later, but still constrained, and Perth lags eastern benchmarks</h2>

While near‑term supply remains constrained, Urbis’ forecast shows completions lifting “Supply is forecast to be back above 1,500 apartments per annum for the first time since 2019”, with 1,775 completions forecast for 2026, and volumes remaining above that level over the following years.&nbsp;

Looking further ahead, completions are forecast to reach 2,500 in 2028, with the report noting 32% of that total is social/affordable, reflecting the role of government‑supported delivery in rebuilding the pipeline.&nbsp;

However, Urbis said Perth remains behind comparable markets on pipeline scale. In a national comparison of projects under construction, the report shows under construction Perth Build‑to‑Sell (BTS) at 3,446 apartments versus the Gold Coast at 7,922. Mr Cresp said “The challenge for Perth is how to we grow the delivery pipeline”.

Urbis’ conclusion is that Perth’s market is increasingly defined by product discipline and delivery certainty, with the research identifying “delivery certainty is key” and calling out builder risk and procurement models as core success factors, alongside “timing and staging”.&nbsp;

Perth apartment sales hit strongest pace since late 2021 as builder capacity tightens

<a href="https://www.apartments.com.au/developers/sammut-developments">Sammut Group</a> has secured development approval for its latest Brisbane apartment project, marking the Sydney developer’s next step in expanding its Queensland pipeline following the success of its debut Gold Coast development, Coast.

The approved project at <a href="https://www.apartments.com.au/new-apartments/44-glen-road-toowong-qld-4066">44 Glen Road, </a><a href="https://www.apartments.com.au/developments/toowong-qld-4066">Toowong</a> will deliver a 15-storey riverfront apartment building with 42 residences, significantly increasing the scale of the site’s previous approval for a smaller luxury scheme. Designed by Bureau^proberts, the development will comprise a mix of predominantly four-bedroom and two-bedroom apartments positioned to maximise Brisbane River and city views.

Sammut Director Julian Sammut said the group had been actively searching Brisbane for several years before identifying Toowong as the right fit.

“Brisbane was the right step for Sammut,” Sammut said.

“With the success of Coast we thought we should definitely look to do more in Queensland alone. We then pushed up to look at Brisbane. We've been looking for I'd say two to three years actually and it was hard to find the right location.”

<img alt="Sammut makes Brisbane apartment play" data-entity-type="" data-entity-uuid="" src="https://res.cloudinary.com/dz9xllyip/image/fetch/f_auto,c_limit,w_1440,q_75/https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/field/image/Screenshot%202025-12-23%20at%203.27.14%E2%80%AFPM.png?VersionId=dYAVIL7qdcGA8ojvkslSrLjczXFejSSx" />

Sammut said suburbs including New Farm and Teneriffe were considered before the group ultimately focused on Toowong due to its strong downsizer demographic and limited supply of developable riverfront land.

The site was acquired off-market after what Sammut described as a lengthy negotiation and planning process, with the developer pursuing an uplift to the original approval.

“We are DA approved now which is very exciting,” Sammut said.

“We've had our change approval come through and we've obviously doubled the height, 15 storeys plus rooftop. We've got 42 amazing apartments that are going to be coming to market soon.”

<img alt="Sammut makes Brisbane apartment play" data-entity-type="" data-entity-uuid="" src="https://res.cloudinary.com/dz9xllyip/image/fetch/c_scale,w_580,dpr_2.0,q_auto:good/https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202025-12-23%20at%203.27.26%E2%80%AFPM.png?VersionId=ohkRkY0dIZlqdfME2EZePsCQavRiBadE" />

Bureau^proberts said the design responds to Toowong’s evolving urban character, balancing contemporary apartment living with the area’s established residential identity.

“A place where traditional Queensland living has taken place for centuries; Toowong is seeing a shift of contemporary influence, commercial and retail hubs mixed with well-considered residential offerings – all the while maintaining its character and charm,” the architect noted in planning documents submitted to Brisbane City Council.

The architecture practice said the project’s form was shaped by its riverfront setting, flood considerations, neighbouring building scales, and view corridors.

“They said the mix of four and two-bedroom apartments capture the ‘fundamental qualities of Queenslander living,’ translated into the context of a contemporary subtropical building.”

The development sits just off Coronation Drive within walking distance of Toowong’s retail precinct and the upgraded Regatta ferry terminal, while also benefiting from proximity to the incoming green bridge connection to West End. Sammut said the accessibility and amenity offering were central to the site’s appeal.

The approval adds to growing residential activity along the Toowong riverfront, joining nearby projects including Consolidated Properties’ Monarch Residences and Spyre Group’s ARC Residences.

Sammut secures approval for debut Brisbane apartment development in Toowong

Developer Lanevick is heading back into Sydney’s apartment market after focusing more heavily on the luxury townhouse and terrace sector in recent years.

Lanevick, founded and directed by Steve Maroun, is expecting to receive approval in the coming months for a new apartment development in Gladesville, with the aim to launch it to the market later this year.

The 51-apartment project, designed by Studio Johnston, will comprise a mix of one-, two-, and three-bedroom apartments positioned toward the Hunters Hill downsizer market.

“Traditionally it’s been difficult for people in that market to downsize because there just hasn’t been the right product available,” Maroun said.

“We’re targeting buyers who might have 30 to 40 per cent of their house value sitting in the bank after downsizing.

“They still want good spacious entertaining areas, they still want quality design, but they also want flexibility and the ability to enjoy life a bit more after working hard for a long time.”

The project sits near Boronia Park and within close proximity to the Parramatta River foreshore, an area Maroun says offers more of a Hunters Hill lifestyle than a traditional apartment precinct.

“From a lifestyle perspective, it’s really more Hunters Hill than Gladesville,” Maroun said. “You’re close to the foreshore, close to parklands, and still connected back into the village precinct.”

From level four and above, apartments will capture water views&nbsp;toward Sydney Harbour. Communal amenity will include rooftop entertaining areas, wellness spaces, and a gym tailored toward owner-occupier buyers.

“We’ve really designed these apartments around that buyer coming from the Hunters Hill LGA and what they’re actually looking for in their next chapter.”

The proposed development has also been designed to respond to the changing character of the broader Gladesville town centre, where a growing number of mixed-use and residential proposals are expected to emerge over the coming years.

“Gladesville presented a rare opportunity to deliver a genuinely design-led residential project within an evolving lifestyle precinct, just moments from the growing Gladesville town centre, and we’ve approached the project with a strong focus on architecture, liveability and long-term community value,” Maroun said.

Maroun said Lanevick saw a first-mover advantage within the precinct as planning controls continue to evolve to accommodate greater housing density.

“We think there’s a real opportunity there that hasn’t really been serviced properly yet,” he said.

“There’s going to be a broader evolution of the whole Gladesville village precinct over time, particularly with more activation and mixed-use outcomes.”

The Venus Street proposal will include a commercial and retail component at ground level designed to contribute to that evolving streetscape activation.

“A big part of the thinking was how do you activate that area properly and create more vibrancy and amenity, which is what Hunters Hill has been looking for,” Maroun said.

Lanevick’s focus since 2020 has largely been on smaller-scale luxury townhouse and terrace developments. The developer recently completed Royale Randwick, also designed by Studio Johnston, where prices reached $3.65 million. The project was featured in the UDIA NSW 2026 Professional Development Prospectus and was also named a finalist for Development of the Year.

&nbsp;

Lanevick to cater for Hunters Hill downsizers with new Gladesville apartment development

Retail Disruption

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GUEST OBSERVATION
Many predictions about the “future of retailing” have been made. These range from the supposed dominance of certain technologies, to increased use of data and analytics, the rising need for personalisation and customisation, and the transformation of physical spaces.
The challenge with specific predictions is that these are susceptible to becoming obsolete fast. Future technologies are likely to make the current cutting-edge redundant, and the methods by which customers can customise products are likely to look very different in the future.
However, when you take a step back, some common themes emerge from these predictions, such as convenience, customer experience, business intelligence, and personalisation. It’s these themes that will really shape the future of retail.
Many specific predictions about the use of new technologies, for example, link back to the notion of providing convenience to shoppers, or learning more about customers.
Predictions relating to the rising use of data and analytics are about becoming more intelligent in interactions with customers.
While the specifics of each theme may change, their impact is likely to stay. For example, convenience in the future may relate to payment technologies, store opening hours, or other as yet unknown methods. Whatever the case, the drive for convenience is likely to persist.
While some themes are easily identified, others are less obvious; including fragmentation, flexibility, and transparency.
Fragmentation
At a population level, PWC describes fragmentation as the widening gap between the “haves” and the “have nots” and the impact this has had on consumer behaviour. Similar fragmentation is driving the future of the retail industry in a number of ways.
A common prediction is that retail space (including stores and centres) will become smaller. Yet some retailers are opening new flagship stores and some already large centres have been expanded.
Fragmentation is also occurring at the retail level. Mega-retailers like Amazon and Alibaba are holding strong positions in many markets. At the same time small, niche and independent retailers are gaining exposure through outlets such as Etsy and 100 Squared.
The major question arising from this theme is what will happen to the middle? Already department stores like Myer have struggled to find a place. They lack the range and scope of the largest retailers, but don’t have the independence and flexibility of niche operators.
Flexibility
Flexibility is about retailers adapting to changing trends and consumer demands. This is clearly seen in current trends and future predictions related to personalisation and customisation.
Allowing customers to customise products requires flexibility to adapt product or service offerings. At the same time, more flexibility is expected with physical spaces.
Traditional large store footprints are giving way to small and flexible showrooms. A new format of “super-neighbourhood” shopping centre is expected to focus on flexibility for local communities.
This theme has interesting implications for the future. How can stores and shopping centres be designed and managed to provide flexibility? How will the need for flexibility impact the already challenging relationships between retail tenants and landlords?
Finally, how far can flexibility in product and service design really go? Will retailers of the future be able to let consumers design anything they want with no boundaries?
Transparency
The idea of transparency has gained a lot of attention with discussions about Facebook and Cambridge Analytica. However, a similar theme is impacting retail.
Consumers have unprecedented access to information about stores, brands and products through online channels, mobile devices and consumer-to-consumer sharing.
This challenges retailers to be transparent and honest with product or service offerings, as misrepresentations are easily identified.
How can retailers best manage the need for transparency while still maintaining a competitive advantage? Alternatively, should retailers and shopping centres look to discourage consumer information-gathering? Or can transparency be leveraged to create mutual benefit for consumers and retailers?
What next?
Australian retailers have had a tough time in recent years. Online shopping is growing steadily and major international companies like Costco are also expanding.
This has turned retail into a global competition.
No-one really knows what the future will hold, as confident as some predictions may sound. However, considering the underlying drivers of current trends, as well as future predictions, there are some key factors to consider. The real value comes not from focusing on only one driver, or the latest buzz trend.
It is important to consider how these multiple trends overlap. For example, providing more flexible services might help satisfy the need for greater customer experience, as well as convenience. Alternatively, greater transparency might help cope with the fragmentation of the industry.
<img src="https://counter.theconversation.com/content/100518/count.gif?distributor=republish-lightbox-basic" alt="The Conversation" width="1" height="1">The challenge for the retail industry is to develop specific strategies for the future based on these driving forces.
Jason Pallant, Lecturer of Marketing, Swinburne University of Technology
This article was originally published on The Conversation. 
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j.ballantyne1990-6AQqhLzZaK

The factors driving the future of retail: Jason Pallant

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GUEST OBSERVATION
Australians once lax expectations concerning retail delivery times are changing and service providers must adjust, a new survey suggests.
The retail goal posts are shifting, and as a result, businesses need to transform entirely.
CBRE has released a research report about the "Omni-Channel Revolution" the rise of and the importance of melding of shopping, advertising, delivery and payment into one unified buying experience in an increasingly online world.
A shopper’s journey now spans across bricks and mortar stores, social media, apps, desktops and other mobile devices. Constant digital connectivity is a driving force behind evolving customer experience and fulfilment expectations and over 80% of all Australians own a smart phone the newest tool for online shopping.
Online spending in Australia currently accounts for approximately 9% of all retail trade, with this expected to rise to 12% by 2022 accounting for roughly AU$24.4 billion to AU$43.1 billion.
It is estimated that by 2020, a third of in-store retail sales will be in some way influenced by the web. This growth in e-commerce sales will generate demand for an additional 350,000 square metres of distribution space annually. 
<a href="https://www.propertyobserver.com.au/images/2018/6/6/Omni%20Figure%201.png" target="_blank">Click to enlarge</a>
<a href="https://www.propertyobserver.com.au/images/2018/6/6/Omni%20Figure%201.png" target="_blank"><img src="https://www.urban.com.au/images/2018/6/6/Omni%20Figure%201.png" alt=""></a>
In CBRE’s Asia Pacific Millennial Survey, online shopping was selected as the most frequent method of purchasing goods, with respondents shopping online an average 4.9 days in Australia. However, millennials frequent bricks and mortar stores more than other generations preferring to make a final transaction in-store. This demonstrates the necessity of an omni-channel strategy to attract shoppers.
Retailers benefit from incorporating omni-channel operations into their business with successful omni-channel operations shown to improve loyalty, and repeat visitation to the retailer’s stores increasing up to 23% after strong omni-channel engagement.
Omni-channel engagement provides tailored analytics and by analysing customer data, retailers can more easily target a specific market through the most successful channel.
Greater choice in products and services is also dictating where individuals spend money, as a result shoppers are not as brand-loyal as they used to be so positive experiences for customers are vital for repeat sales and the ability to offer personalised services will prove crucial for both attracting business and building customer loyalty.
A McKinsey study showed that 25% of consumers were willing to pay extra for same day or instant delivery and this is expected to increase in coming years as just over 30% of millennial customers are more likely to choose same-day and instant delivery.
<img src="https://www.urban.com.au/images/2018/6/6/Omni%20Figure%202.png" alt="">
However reverse supply chain operations are equally important, with growing costs on both retailers and the environment as the volume of returns results in roughly two billion kilograms of goods being sent straight to landfill each year in the US alone because the cost of processing the return exceeds the cost of disposing of it.
Strong returns policies create customer loyalty and if a returns process is not easy, cheap and efficient, shoppers are not likely to use that retailer again, whereas if it is, 92% of consumers would consider making another purchase through that retailer.
It is estimated that approximately 30% of all goods sold online are returned, and 30% of these returned products never find their way on to a secondary consumer, when observing returns of clothing and apparel is 40%, which in 2017 means $2.32 billion of goods were sent back to retailers costing them 10-20% of their profits. 
Research found that 19% of the Top 250 retailers profitably fulfil omni-channel demand and that 28%. Total transportation cost is in the last kilometre meaning there is a growing competition for companies to secure warehousing and short term storage closer and closer to domestic centres. Particularly as Australian cities are built around ports meaning that industrial sites in these areas will be hotly contested as significant amounts of new logistics space will be required. 
Omni-channel retail and logistics in Australia is still evolving, and the cost of implementing last-kilometre delivery solutions for retailers, combined with Australia’s low population density, means same-day delivery and fulfilment is still a work in progress with the average delivery time in Australia being 3-10 business days, however despite this the convergence of retail and logistics is well underway.
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Retail purchasing facing omni-channel revolution: CBRE

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Specialty Fashion Group, the owner of Katies, Rivers and City Chic, plans to close 300 of its 1000 stores.
Specialty Fashion shares sit 80% down on their value five years ago, falling to 19.5 cents this week - an eight-year low.
The clothing retailer indicated its plans where to quickly close 100 stores this year.
It signalled 300 stores on "hold over" leases will close by 2020, while accelerating its investment in e-commerce.
Outgoing chief executive Gary Perlstein said 159 of the 300 stores set to close were losing money.
This was about 30% more than in past years.
Most of the loss-making stores are under its Crossroads and Autograph stores.
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300 landlords to lose Specialty Fashion tenancies

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GUEST OBSERVER
The loss of the high-value young grocery shopper is the biggest risk facing Coles and Woolworths when Amazon disrupts the Australian grocery market.
According to a major new survey of 20,000 Australians conducted by the Roy Morgan Research Institute, while younger Australians like Millennials represent future value for supermarket giants, they also represent the consumers most at risk from the Amazon juggernaut expected to sweep Australian shores in coming months.
An advance briefing by Roy Morgan on their Supermarket Survival Survey revealed that 73 per cent of the highest value younger consumers known as NEO-Millennials already shop online. And they are 85 per cent more likely than the average Australian to shop online. They and their equivalents in Gen X are the fertile feeding ground for Amazon in Australia.
Despite this major shift in the future of shopping behaviour, the survey reveals that supermarket chains have been focusing on what is known as ‘owned media’ – media channels they own and run very well. The best examples of supermarket owned media are their magazines and catalogues.
Their magazine titles, for example, dominate the entire magazine market. The Coles Magazine is Australia’s most read title with 3.2 million readers of an average issue, ahead of Woolworth’s Fresh on 2.7 million readers – both well ahead of Better Homes and Gardens (1.81m), Women’s Weekly (1.76m) and Woman’s Day (1.56m).
However, the research reveals that incumbent supermarket brands may need a new approach to their magazines and catalogues – particularly with the spectre of Amazon looming on the horizon.
The survey reveals that only 2.2 per cent of Australians find magazines useful when purchasing groceries, compared to 49 per cent who find catalogues a useful tool. The Internet (20 per cent), newspapers (6 per cent) and television (5 per cent) are all ahead of magazines as grocery influencers.
In the supermarket category, catalogues rule. In an average 4 weeks 7,179,000 Australians read a Woolworths catalogue, and 7,115,000 read a Coles catalogue. This balance in favour of Woolworths is borne out in the shopping behaviour of Australians with 4.5 million mainly shopping at Woolworths compared to 4.3 million at Coles.
However, future shareholder value and profitable growth of Australia’s supermarket brands lie in the hands of the younger generations like Millennials – particularly the highest value NEO-Millennials. Australia’s 1.5 million NEO-Millennials are even less influenced by magazines with only 1.7 per cent finding them useful when shopping for groceries – in stark contrast to the power of the Internet with 39 per cent using it to inform their grocery spending. Ninety-one per cent of NEO-Millennials are in the top third of discretionary spenders in the economy – and supermarkets are chock-full of discretionary products.
Alarmingly, this high-value supermarket shopper is 157 per cent more likely than the average Australian to buy groceries online. Why is this alarming? While it’s true that a quarter (25.4 per cent) of all Australians say they’d like to buy their groceries online, only 3.7 per cent actually do, seemingly quarantining the big supermarket brands from the Amazon threat.
Elsewhere in the world, the average online grocery behaviour of Amazon-targeted countries is reportedly between 25 and 30 per cent, enabling Amazon to simply transfer online shoppers from existing brands to their Amazon Fresh or Amazon Prime offerings.
In Australia, however, with less than 4 per cent shopping for groceries online, Amazon has to grow the pie before it can take its slice. So, NEO-Millennials are a juicy target for Amazon. They spend their lives online and their online grocery shopping is already approaching 10 per cent. Add to that the fact that sixteen per cent of NEO-Millennials already are Amazon shoppers – 82 per cent more than the average Australian – they have to be considered easy pickings for Amazon.
And because they are younger, they represent lifetime value to the big supermarket chains.
So, how can Australia’s supermarket brands best prepare themselves for the Amazon assault? Certainly not on price or delivery. On all available data, Coles and Woolworths simply cannot win a price war with Amazon. And, despite Coles’ current fulfilment trial using UberRUSH to deliver groceries in Melbourne, the incumbents can’t win on delivery either.
An incumbent supermarket brand may have great supply chain, discounts, sale events, efficient &amp; inexpensive fulfilment, but it had better not have the second-best discounts &amp; fulfilment. When Amazon hits town, every retail brand in its merchandise category line-of-fire will be second best.
The American price / delivery battlefield provides stark evidence. Just look at Walmart, legendary in the US for the cheapest prices across its myriad grocery and general merchandise categories. A US study by Business Insider found that over a diverse basket of 25 grocery &amp; electronics products, Amazon was $US161.05 cheaper than Walmart. And Amazon keeps gazumping it on delivery cost and speed. Unimaginable just a few years ago.
So, what then of the incumbents’ catalogues and magazines? Are they part of the solution?
According to the Supermarket Survival Survey, magazines have a future role to play if the big incumbents adopt the new mantra of ‘think small’. The Supermarket Survival Survey reveals that the biggest threat to the supermarket categories is losing the high-value cohorts across younger generations, those shoppers most likely to already shop online and already consider a familiar Amazon more frictionless, relevant and trustworthy than their brands. These are the consumers motivated by the personal, the local, the handmade and who are moving towards zero friction and the ‘right to forget money’. They are ripe for disruption.
To retain them, Coles or Woolworths might, for example, position Amazon as the global giant, and then make their digital catalogue and magazine content relevant to different (small) communities – geographic communities, NEO-Millennials and communities of interest. Such a strategy would serve to replace the rapidly disappearing local media, highlighting not only the incumbents’ ubiquity but also their local proximity and relevance. Amazon will win on price and delivery but can never win on local authenticity.
So, the catalogues and magazines published by the supermarket incumbents have an opportunity to become their most potent weapons in the looming grocery war, but only with granular sociographic mapping of consumer types, like NEO-Millennials – way beyond geo-demographics and into the realms of local relevance and authenticity.
Dr Ross Honeywill is a social scientist and internationally published author. Executive Director of the Centre for Social Economics, he advises national and global clients on the peak-value consumer ecosystem and can be contacted <a href="https://rosshoneywill.com" target="_blank">here</a>.
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