City shoppers ‘going frugal’

JOHN VAN KLAVEREN
CENTRAL Geelong must ride “the tide of consumer change” toward frugality and convenience, according to a shopping trends expert.
Directional Insights managing director Helen Bakewell said impact on regional retailing was already apparent.
“Retail is always changing and evolving, so we need to accommodate change and not fight it,” Ms Bakewell said.
“The majority of Australians prefer to shop in enclosed centres with easy access, undercover parking, everything in one place.
“Post-GFC Australian shopper behaviour has changed, with an increasing interest in food shopping and frugality.
“Women, the primary shoppers in Australia, are shopping as frequently as they did in 2009. However they now more often identify themselves as mission shoppers – shopping for a reason – rather than leisure shoppers.
Ms Bakewell said central Geelong could have a bright future with “good planning, initiative and preparedness to change”.
Directional Insights this month released its biennial Consumer Shopping Benchmarks 2011 survey, revealing food as a new fashion among consumers. The survey arrived as a Commonwealth Bank Business Sales Indicator showed retail sales slumping 1.4% in April, the biggest fall of all industry sectors.
Geelong Traders Association president Hayden Spurling said consumers were reducing debt, like mortgages, while battling rising costs of living, which reduced disposable income.
“Customers are more mindful of where and how they spend and it has led to more on-line shopping. People are also tending to eat more at home, fuelled by the popular cooking shows on television.
“More retail and restaurant space is becoming available but it’s fighting for a viable share in a smaller market.”
Mr Spurling predicted a revival of quality strip shopping.
“Retailing is still about creating an experience but has to be offered differently.”