While technology is perceived as a positive force by 80% of consumers, nearly half of them feel overwhelmed by the rapid pace of technological change in home retail items, according to The Growth Distillery, an independent research think-tank powered by News Corp Australia, in a new research report titled 'Moments That Matter: Home Retail'.

The study delves into the evolving dynamics of the home retail sector, driven by economic and technological forces, and presents unique challenges for brands.

Interestingly, despite the digital revolution, 70% of shoppers still prefer to shop in-store. However, more than half of these shoppers conduct their research online to be well-prepared before making a purchase. This highlights the importance of a seamless omnichannel experience in the home retail sector.

The study identifies three key touchpoints in the purchase journey where brands can make a significant impact: The Catalyst, Considerations, and The Closing. These stages represent the initial trigger for the need or desire to buy, the evaluation of options, and the final decision-making process, respectively.

Ciel Graham, Research Director of The Growth Distillery, said: "Home retail isn't a category most buyers expect to find themselves in, until they are and all of a sudden there's so much to think about and do. Our research highlights the stress and confusion shoppers can feel along the journey. Understanding those moments that matter and helping make those moments easier for consumers to navigate, is an incredibly valuable opportunity for brands, retailers, and marketers."

The report underscores the need for brands to understand and address the concerns of home retail buyers, especially in the context of economic uncertainty and technological advancements. It also emphasises the importance of brands being present and supportive at key moments in the purchase journey, to help consumers navigate the often overwhelming world of home retail.