Australian retail stands at a pivotal crossroads. As global and local disruptors reshape the competitive landscape, the imperative for omnichannel measurement—unifying digital and physical retail data—has never been more urgent. Australian consumers now expect seamless, personalized experiences across every touchpoint, from online browsing to in-store purchase and post-sale engagement. Yet, despite years of investment in omnichannel strategies, most retailers still struggle to bridge the gap between digital and physical measurement, leaving value on the table and risking irrelevance in a rapidly evolving market.
Australian shoppers are clear in their expectations: they want every channel connected, every product available, and every interaction personalized. Over 80% of retail sales in Australia still occur in physical stores, but digital influences the majority of purchase journeys. Consumers routinely research online before visiting stores, use mobile devices in-aisle to check reviews and prices, and expect loyalty programs and promotions to work seamlessly across all channels. However, 76% of shoppers report discrepancies between online and in-store stock, and 80% struggle to find products in-store after researching them online. These gaps highlight the persistent disconnect between digital and physical data, undermining both customer satisfaction and business performance.
Despite the omnichannel rhetoric, most Australian retailers still operate with siloed systems and fragmented data. Inventory, customer profiles, promotions, and loyalty programs are often managed separately for online and offline channels. This fragmentation leads to inconsistent stock visibility, disjointed customer experiences, and an inability to measure the true impact of omnichannel investments. Retailers frequently lack the ability to track a customer’s journey from digital discovery to in-store purchase, or to attribute sales accurately across touchpoints. As a result, marketing and operational decisions are made on incomplete or misleading data, stifling innovation and eroding competitive advantage.
Australian consumers are increasingly open to AI-powered personalization, with 63% expecting tailored product recommendations to enhance their shopping experience. Leading retailers are leveraging AI to drive real-time promotions, optimize inventory, and deliver custom shopping lists through mobile apps. For example, Woolworths has integrated AI-driven stock management and mobile engagement to reduce stock discrepancies and boost click-and-collect orders. Coles has reinvented its Flybuys program using AI-powered insights, increasing loyalty-driven purchases by 29% through targeted offers. However, the full potential of AI and personalization can only be realized when data from all channels is unified, enabling a holistic view of the customer and their journey.
Several persistent challenges hinder omnichannel measurement in Australia:
Australian shoppers are not just demanding—they are digitally savvy and quick to switch brands if expectations are not met. Key consumer insights include:
To thrive in this new era, Australian retailers must move beyond incremental improvements and embrace a holistic, data-driven approach to omnichannel measurement. Key strategies include:
Integrate inventory, customer, and transaction data from all touchpoints—web, app, store, and third-party marketplaces—into a single platform. This enables a 360-degree view of the customer and real-time visibility into stock and sales.
Define consistent KPIs that span digital and physical channels, focusing on business outcomes such as customer lifetime value, conversion, and retention—not just channel-specific metrics. Use advanced attribution models to understand the true drivers of sales and loyalty.
Deploy AI and machine learning to deliver personalized offers, recommendations, and experiences at scale. Ensure that AI models are trained on unified, high-quality data to maximize relevance and impact.
Foster cross-functional collaboration between marketing, IT, operations, and store teams. Align incentives and processes around shared business goals and customer outcomes.
Enhance the physical retail experience with digital kiosks, mobile POS, and wayfinding solutions. Ensure robust connectivity and integrate digital tools to support seamless omnichannel journeys.
Be transparent about data collection and usage. Offer customers control over their data and communicate the value exchange for personalization and rewards.
Publicis Sapient has deep experience helping Australian retailers bridge the digital-physical divide. Our approach combines strategy, technology, and data to deliver:
Australian retail is being redefined by technology, shifting consumer behaviors, and new competitive pressures. The winners will be those who master omnichannel measurement—unifying data, breaking down silos, and delivering seamless, personalized experiences at every touchpoint. The time for incremental change has passed. To remain relevant and drive profitable growth, Australian retailers must act decisively to bridge the digital and physical divide.
Ready to accelerate your omnichannel measurement journey? Connect with Publicis Sapient to unlock the full value of your data and deliver the experiences Australian consumers demand.