《璞砺营销咨询：2025十字路口下的零售业：数字化转型的必要性研究报告（英文版）（37页）.pdf》由会员分享，可在线阅读，更多相关《璞砺营销咨询：2025十字路口下的零售业：数字化转型的必要性研究报告（英文版）（37页）.pdf（37页珍藏版）》请在三个皮匠报告上搜索。

1、Retail at a Crossroads:The Imperative for Digital TransformationNavigating Innovation,Consumer Expectations&Competitive PressureRETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATIONForewordUncertainty defines our age,and the Australian retail industry faces challenges on multiple fronts.W

2、hile consumer sentiment is recovering,it remains fragile.Despite lower interest rates,cost of living pressures persists,and macro-economic challenges are leading to stock market volatility and reduced superannuation balances.These changes will also realign supply chains,bringing cheaper goods into A

3、ustralia as exporters look beyond their traditional markets.Meanwhile,the rapid advancement of data and AI technologies outpaces many retailers ability to operationalise and compete.Traditional Australian retailers stand at a crossroads.Along one path,“Downward Drift”represents a risky race to the b

4、ottom driven by a lack of differentiation.In this scenario traditional retailers will struggle to adapt under fierce competition and rapidly changing market dynamics.Efforts to match low-cost offerings from players like Shein will result in a losing battle of cost-cutting.Some will focus solely on o

5、nline improvements to compete with giants like Amazon and Temu,ignoring physical stores unique strengths,and missing the vital need for integrated experiences.Continued reliance on outdated strategies like aggressive pricing,cost out or consolidating operations,will overshadow innovative,data-driven

6、 approaches emphasising customer-centricity and operational efficiency.Without transformative shifts,insolvencies,acquisitions,or closures are likely as outdated strategies falter against modern retail demands.Alternatively,a path we call“Omni-Fusion”sees a thriving future of AI-driven digital trans

7、formation,enabling profitable growth through seamless customer experiences and leveraging physical stores as unique assets.Over 80%of Australian retail sales occur in physical stores,underscoring brick-and-mortar importance and the need for digitally enhanced physical interactions.However,despite pu

8、rsuing omnichannel strategies for over a decade,true integration remains elusive and our consumer survey in this report highlights the fact that consumers now demand“everything connected,available and personal,every time.”Data is Omni-Fusions cornerstone.Retailers must integrate all data types inclu

9、ding social media,inventory,buying patterns,pricing and purchase history.By harnessing AI and data,retailers can bridge digital and physical channels,optimise operations,establish resilient supply chains,and create hyper-personalised experiences.The insights and strategies in this report are urgent

10、calls to action.Bold leadership,innovation,and decisive action are crucial in this uncertain period.The choices made at this crossroads will shape the future of Australian retail.John CostelloManaging Partner,Retail&Consumerand CTO,Publicis Sapient,Australia3Summary The Australian retail sector is a

11、t a cross-roads.To help guide the way,this report distills our insights along with perspectives from leaders in the industry and a survey of consumers.Consumers now expect seamless and personalised experiences while developments in AI,marketplaces,social media,automation and supply chains along with

12、 a shifting competitive landscape will continue to reshape expectations around price,speed and convenience.While online is growing,the majority of sales(86%)1 still result from stores in Australia.To capture growth,retailers will need to reimagine their physical experience.Paradoxically,digital and

13、data lie at the heart of this physical opportunity.From hyper-personalisation to the employee experience,retailers have an opportunity to drive customer engagement in a meaningful way.The industry is no longer just evolving;it is being redefined by technology,shifting consumer behaviours,changing co

14、mpetitive landscapes and economic pressures.Retailers who fail to adapt and choose the right path will lose relevance.1.NAB Online Retail Sales Index:January 2025:https:/.au/nab-online-retail-sales-index-january-2025/“Australian businesses need to think broader.marketplaces and cross-border commerce

15、 are already here.The question is,are you ready?”Taeressa Fawthrop,CCO,Team Global ExpressRETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATIONThis report explores the four forces shaping Australian retail and how retailers can respond.Omnichannel innovation Bridging the divide between ph

16、ysical and digital shopping to create a unified,data-driven retail experience.AI&automation Leveraging technology to personalise engagement,streamline operations,and enhance fulfilment speed.Loyalty&personalisation Moving beyond generic rewards to hyper-personalised experiences that build long-term

17、consumer relationships.Sustainability and supply chain Embedding ethical sourcing,circular economy initiatives,and eco-friendly logistics within retail strategies.5RETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATIONKey insights 76%67%63%80%80%45%28%40%Availability The top two reasons pe

18、ople go into stores,rather than using the e-commerce giants,are for hands-on experience of a product or to make an immediate purchase.of consumers find discrepancies between online and in-store stock availabilityof consumers use mobile devices in-store to check reviews,compare prices,and verify stoc

19、k availabilityof shoppers expect AI-powered recommendations to improve their shopping experience by offering tailored product suggestionsenjoy shopping for themselvesstruggle to find productsin-store after researching them onlineexperience poor mobile reception while shopping in physical storesof co

20、nsumers are frustrated by the absence of past purchase data when shopping in-storefind it stressful when shopping for their extended familyOn digital,in-storeGetting personalDive deeper into the context,not just the person:Source:Publicis Sapient retail consumer survey 20257Key insightsWhy consumers

21、 go to online-only competitors Price Sensitivity:83%of respondents cite lower prices as the primary reason for shopping with online-only retailers.Convenience&Speed:79%of consumers appreciate fast shipping and home delivery.Product Availability&Variety:Online marketplaces offer broader selections,wi

22、th 75%of shoppers preferring them for the ability to find niche or hard-to-source products.Hassle-Free Returns:Flexible return policies and free return shipping contribute to higher confidence in online shopping.Retailers that embrace transformation,invest in digital acceleration,and reimagine custo

23、mer engagement will survive and lead.The time for incremental change has passed.The future of retail belongs to those who innovate now.Source:Publicis Sapient retail consumer survey 2025RETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATION9The omnichannel imperative bridging digital&physi

24、cal retailConsumers demand a unified shopping experienceShoppers no longer see a divide between digital and physical retail they expect a connected,consistent experience across all touchpoints.Whether browsing online,visiting a store,or using a mobile app,consumers demand effortless transitions and

25、personalised engagement.Key expectations include:1.End-to-end integration:The ability to research products online,check in-store availability,and complete a purchase without disruption.2.Cross-channel fluidity:Moving seamlessly between websites,mobile apps,and physical stores without repeating steps

26、.3.Personalised engagement:AI-driven recommendations based on past purchases and browsing behaviour.4.Efficient order fulfilment:Real-time tracking,flexible pick-up and delivery options,and hassle-free returns.RETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATION“Kmart is great because yo

27、u can see all the products easily and the online shopping experience is simple and straightforward.”Publicis Sapient retail consumer survey 202511Despite these expectations,many retailers still struggle with disconnected systems,leading to:Inconsistent stock visibility,frustrating customers who arri

28、ve in-store to find items unavailable.Disjointed promotions and loyalty programs,reducing engagement and conversion rates.Gaps in customer service that force shoppers to re-explain issues when moving between online and offline support.RETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATION“

29、.we know that customers come through our website before they come into a showroom,how do we make sure that it is really seamless across all touch points?”Tim Schaafsma,CEO,Coco Republic13Case study:Omnichannel success-WoolworthsWoolworths has successfully integrated AI-powered stock tracking,mobile

30、engagement,and real-time fulfilment to provide a seamless shopping experience.1.AI-driven stock management has reduced stock discrepancies by 40%,ensuring product availability across digital and physical platforms.2.Click-and-collect orders via its Direct to Boot service increased by 55%in 2023,prov

31、ing the demand for hybrid fulfilment.3.The Woolworths app delivers AI-powered personalisation,offering real-time promotions,digital receipts,and custom shopping lists.“My best shopping experience was an online click and collect order with Woolworths.I was able to use my reward points,the order was p

32、rocessed quickly,and the store staff were friendly and professional.”Publicis Sapient retail consumer survey 2025RETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATION15“We can no longer be building separate systems by channel.It really needs a holistic approach,where we have one provider

33、whos building an omnichannel shopping experience.”Viv Da Ros,CIO,KmartRETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATIONRetailer strategies for omnichannel excellenceRetailers that embrace a seamless,data-driven omnichannel strategy will enhance customer satisfaction,increase conversio

34、n rates,and build long-term loyalty,ensuring their success in an evolving retail landscape.Enable real-timeinventory tracking Ensure stock accuracy across all channels to avoid customer frustration.Streamline cross-channeltransactions Allow customers to start a purchase online and easily finalise it

35、 in-store.Leverage AI forpersonalisation Deliver targeted offers and recommendations that enhance the shopping experience.Invest in in-store technology Implement digital kiosks,mobile POS,and wayfinding solutions to enhance convenience.17Being human why consumers value physical retail for more than

36、just shoppingDespite the rapid rise of e-commerce,physical stores remain a critical touchpoint in the customer journey.Consumers continue to seek hands-on product experiences,expert advice,social connection,and immediate access to purchases,reinforcing the need for retailers to maintain and optimise

37、 their bricks-and-mortar presence.“I was struggling with my newborn at a shop,and a staff member helped me carry my items it meant so much.”Publicis Sapient retail consumer survey 2025RETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATION Product interaction&experience:Up to 81%of consumer

38、s visit stores to see,touch,and try products,particularly in fashion,furniture,and electronics.Personalised service&advice:Over 44%of shoppers rely on in-store staff for recommendations and support,making knowledgeable sales teams a key asset.Immediate purchase&efficiency:With 77%valuing instant acc

39、ess to products and 39%prioritising multitasking,stores must streamline the shopping process.Shopping as a social experience:For many,shopping is more than a transaction its an enjoyable,shared activity.Whether bonding with family,celebrating milestones,or exploring new places,the social element rem

40、ains a powerful driver:“During a recent shopping trip to Bunnings,I asked for help to find an item and used the operator checkout.On both occasions,I was treated extremely well by friendly,helpful and knowledgeable staff who made me feel both welcome and appreciated.”Key consumer motivations for in-

41、store shoppingPublicis Sapient retail consumer survey 2025Source:Publicis Sapient retail consumer survey 202519RETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATIONStrategies for strengthening physical retail Enhance experiential retail:Invest in interactive displays,live demonstrations,a

42、nd in-store events to elevate engagement.Integrate digital and in-store services:Streamline omnichannel shopping,improve click-and-collect,real-time inventory visibility,and AI-driven recommendations.Create social shopping environments:Design welcoming store layouts,communal spaces,and experiential

43、zones that encourage longer visits and social engagement.Empower staff with technology:Equip teams with mobile POS and digital tools to offer personalised service and seamless checkout experiences.Physical retail is evolving,not disappearing.By optimising in-store experiences alongside digital innov

44、ation,retailers can create a seamless,engaging,and socially connected shopping journey that meets modern consumer expectations.Publicis Sapient retail consumer survey 2025“To be honest,I feel the level of customer service in most stores is pretty ordinary;no one goes out of their way to help you any

45、more and when you ask for help,the expression on their face along with their attitude makes you wish you never asked.”21Loyalty&personalisation The new era of customer engagementTraditional points-based loyalty programs are no longer enough to keep consumers engaged.Todays shoppers expect personalis

46、ed rewards,exclusive experiences,and seamless omnichannel integration that recognise their unique shopping behaviours.Retailers that shift from generic loyalty schemes to hyper-personalised engagement will build deeper customer relationships,increase retention,and drive higher lifetime value.Key con

47、sumer preferences in loyalty programs High engagement with grocery&retail loyalty programs:Everyday Rewards(79%)and Flybuys(77%)dominate participation,proving that practical,savings-based programs remain the most popular.Personalisation matters:Consumers favour programs offering tailored discounts(7

48、4%)and exclusive perks(59%),while a lack of customisation(21%)is a key reason for disengagement.Segmented appeal of specialised programs:o Fashion&Beauty loyalty programs resonate more with younger shoppers.o Auto&Hardware rewards attract higher engagement from men.o Older consumers prioritise savin

49、gs and practical rewards,while younger shoppers seek exclusivity and VIP experiences.Barriers to loyalty adoption:Some consumers remain disengaged,with 15%not participating in any program due to concerns over unclear value(31%)and limited savings(61%).Source:Publicis Sapient retail consumer survey 2

50、025RETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATION“We want their experience with us through their daily interactions to be smoother,expected and on time.we mapped out the end-to-end journey.”Madeleine Fitzpatrick,GM Retail,Metcash23“Personalisation is really taking a new identity wi

51、th artificial intelligence.now its not just historical salesits what people are looking at on Snapchat,Instagram,TikTok.”Viv Da Ros,CIO,KmartRETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATION1.Loyalty-driven purchases increased by 29%through real-time,targeted offers.2.Personalised pro

52、motions based on past purchases improved engagement rates.Retailer strategies for strengthening loyalty&personalisation Coles has reinvented its Flybuys program using AI-powered insights:Implement AI-driven personalisation Use data analytics to offer targeted discounts and product recommendations ba

53、sed on individual shopping habits.Optimise communication&transparency Clearly outline reward structures and savings benefits to improve perceived value,especially for older demographics.Expand exclusivemember benefits To enhance engagement,introduce early access to sales,VIP events,and tailored expe

54、riences.Integrate omnichannelloyalty To enhance convenience,ensure rewards are seamlessly accessible across online,in-store,and app-based platforms.25Consumers find joy and challenges in shopping for othersWhile shopping for oneself remains the most enjoyable retail experience,buying gifts for other

55、s can be challenging.Whether shopping for a partner,children or friends,consumers seek convenience,guidance and confidence in their selections.However,decision fatigue,cost concerns,and uncertainty over preferences create barriers when purchasing for acquaintances,extended family,or other peoples ch

56、ildren.Retailers that simplify and personalise the gift-shopping process can enhance both the in-store and online experiences,driving engagement and customer satisfaction.RETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATIONKey consumer preferences in gift shopping Most enjoyable recipien

57、ts:Shopping for oneself(88%),partners(66%),or children(46%)is widely enjoyed,with consumers expressing high levels of engagement and excitement when selecting meaningful gifts.Least enjoyable recipients:Consumers feel least enthusiastic about shopping for acquaintances(8%),other peoples children(8%)

58、,and extended family(40%),mainly due to uncertainty around preferences.Shopping challenges the most significant barriers include:o Fear of picking the wrong gift leads to hesitation in purchasing.o Overwhelming choices,making selection difficult.o Concerns over cost and returns,particularly for gift

59、s that may not be well-received.Source:Publicis Sapient retail consumer survey 202527“Personalisation helps build confidence.Confidence is really important for consumers to be in a position where they are able to be assured that the products that they may have just purchased online or through Instag

60、ram or Facebook is what is being delivered,and its not a scam.”Taeressa Fawthrop,CCO,Team Global ExpressRETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATIONCurated gift guides&AIpowered recommendations Offer personalised suggestions,gift bundles,and trend-based selections to simplify dec

61、ision-making.Frictionless shopping experiences Improve click-and-collect,express checkout,and parking access to minimise in-store frustrations.Flexible&hassle-free return Implement generous return policies and easy exchange options to reduce shopper anxiety.In-store support&expert guidance Train sta

62、ff to offer tailored gift advice,enhancing purchase confidence.Retailer strategies for streamlining gift shopping Gift shopping should be an enjoyable and stress-free experience.Retailers that embrace personalisation,convenience,and expert guidance will foster greater shopper confidence and loyalty,

63、ensuring consumers return year after year for their gifting needs.29Sustainability&supply chain a key driver of growthConsumers increasingly prioritise ethical and eco-conscious shopping,with up to 19%actively researching sustainability efforts before purchasing.This is particularly evident in fashi

64、on,homewares,and beauty,where younger shoppers are driving demand for transparent,responsible retail practices.Brands that proactively invest in sustainability will meet regulatory and consumer expectations and strengthen long-term brand loyalty.Key areas of sustainable innovation Circular economy i

65、nitiatives:Resale,buy-back programs,and recycling options reduce waste and extend product life cycles.Sustainable packaging:Eco-friendly materials minimise environmental impact while aligning with consumer preferences.Supply chain optimisation:Reducing emissions through AI-driven logistics,carbon-ne

66、utral shipping,and ethical sourcing.“As a retail team we areconnected with the logistics team.These data and insights inform how we improve our customers experiences.”Madeleine Fitzpatrick,GM Retail,MetcashRETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATIONRetailer strategies for a sust

67、ainable future Retailers that embed sustainability into their operations will enhance brand trust,drive customer engagement,and future-proof their business in an evolving retail landscape.Leverage AI for waste reduction AI-powered inventory and logistics systems improve efficiency and cut excess sto

68、ck.Communicate ethical sourcing Transparency in sourcing and production builds consumer trust and loyalty.Enhance last-mile sustainability To reduce environmental impact,offer electric-vehicle deliveries and carbon-offset shipping.AI for last-mile efficiency AI tools can improve fleet management and

69、 route optimisation.“Logistics can now drive loyalty by delivering to your brand expectation.”Taeressa Fawthrop,CCO,Team Global Express31The retail imperative:adapt,innovate or be left behindThe future of Australian retail is not on the horizon,it is already here.Consumers have clarified their expec

70、tations:seamless omnichannel experiences,hyper-personalisation,rapid fulfilment,and sustainability-driven practices.Retailers who fail to meet these demands will not just lose market share but risk irrelevance.Standing still is not an option.The question is no longer whether retailers should adapt;i

71、ts how fast they will act.Retailers must commit to technology,data,and sustainable innovation today.The next generation of retail leaders will not be those who react to change it will be those who drive it.The time for hesitation is over;the time for transformation is now.Conclusion RETAIL AT A CROS

72、SROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATIONMake sustainability a business imperative:Consumers expect ethical sourcing,carbon-neutral logistics,and eco-friendly packaging.Brands that act now will build trust and long-term profitability.Maximise physical retail investment:Despite the growth of e

73、-commerce,physical stores remain a critical part of the retail ecosystem.Consumers continue to seek in-person product experiences,expert advice,and social connections.“Retailers that fail to prioritise digital investments will struggle to compete in 2025.”Australian Retailers Association,Leaders For

74、um 2025Master omnichannel excellence:Shoppers expect frictionless transitions between digital and physical retail.Those who fail to integrate their channels seamlessly will lose customers to those who do.Redefine customerloyalty:The days of one-size-fits-all rewards are over.Winning brands will buil

75、d emotional connections through personalisation,gamification,and VIP experiences.Leverage AI&automationFrom predictive inventory management to AI-driven customer engagement,automation is the new competitive advantage.5 steps to thriving in 202533About The ResearchThe Publicis Sapient retail consumer

76、 survey was commissioned and carried out online in late December 2024.The survey included participants from a broad range of geographical groups,reflecting the population of Australia.The survey focused on customer expectations,experiences and perspectives of Australian shoppers.It involved 1,292 pa

77、rticipants,aiming to give a representative sample of the population along a range of demographic criteria.All figures in this report are rounded to the nearest digit.RETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATION35If you would like to find out how consumers responded to your retail

78、 organisation or you would like to start your omnichannel transformation journey,get in touch with our team.Find out more about our services and insights for the retail sector:https:/ in touchBOOK A DEEP DIVE SESSIONPublicis Sapient John Costello Managing Partner,Retail&Consumer and CTO e:Publicis Sapient Melissa Voderberg Director,Experience e: Publicis Sapient Cassandra Kelsall Creative Senior Director,Experience e:RETAIL AT A CROSSROADS:THE IMPERATIVE FOR DIGITAL TRANSFORMATION Publicis Sapient 2025