Atlas / Retail & Consumer
Industry profile
Omnichannel & Bricks-and-Clicks Retail marketing benchmarks
Strongest on Digital Maturity, weakest on Data & Tracking. Omnichannel & Bricks-and-Clicks Retail sits above the national average, and that tension shapes how the whole industry markets.
Score signature
Bars are this industry. Ticks are the national average.
Biggest strength
Digital Maturity
73 out of 100. The engine carrying the whole score.
Biggest gap
Data & Tracking
64 out of 100. The dimension dragging the industry down.
Where to start
Brand & Positioning
The most upside per point of effort: 5% of the score and -6 points below the field.
The map
Where this industry sits
Every dot is an industry we measure. Choose any two dimensions for the axes. Omnichannel & Bricks-and-Clicks Retail is the red mark.
Acquisition Performance →
Omnichannel & Bricks-and-Clicks Retail sits above average on Retention & Loyalty and above average on Acquisition Performance. That tension defines the industry.
The spread inside the industry
Every number is a Marketing Score out of 100. It rolls six dimensions into one figure, so 53 is a business doing the basics and 81 is one that markets like a business twice its size.
The distance between the strongest and weakest performer here is wide. A small cluster is genuinely good. A long tail sits well behind. The bar to lead this industry is lower than the reputation suggests. So where would you land?
The breakdown
How far above or below the field
Each row plots this industry against the whole field. The dot is where Omnichannel & Bricks-and-Clicks Retail sits, the line is the national average and the faint marks are every other industry. Tap a row for what the dimension means.
How modern and capable is the digital setup?
How well does the industry win new demand?
How well does it turn interest into customers?
How well does it keep and grow customers?
How clear and distinct is the brand?
Can any of this actually be measured?
The read
What the numbers say about Omnichannel & Bricks-and-Clicks Retail
On the whole, Omnichannel & Bricks-and-Clicks Retail is one of the stronger industries we measure. It leads on digital maturity and trails on data & tracking, and the fastest gains sit in brand & positioning.
Digital Maturity
Sits right at the top of every industry we measure. This is the engine carrying the score.
Data & Tracking
Sits in the leading group. The soft spot that drags the whole number down.
Brand & Positioning
Carries the most weight in the score and sits below the field. Move this and the whole number moves with it.
A digital maturity-led industry with a data & tracking problem. The reputation says one thing. The pipeline says another.
Go deeper
How Australian omnichannel retailers built the strongest marketing in retail+
Omnichannel retail composite is the highest-scoring pure retail vertical in Australia. Ecommerce D2C (68) and Fashion and Apparel (64) both sit well below. The difference is the omnichannel model itself. When you operate physical stores, online shops, apps and marketplaces simultaneously, marketing can't afford to be siloed.
Woolworths (81) and Wesfarmers (81) are the joint leaders, and it's no coincidence that both have invested heavily in data infrastructure and loyalty programs. Everyday Rewards and Flybuys aren't just loyalty schemes. They're first-party data engines that feed every marketing decision from media buying to personalised pricing.
Acquisition Performance is among the highest of any industry. These retailers compete for share of wallet, not share of voice. The acquisition game in grocery and general retail is played weekly, not annually. That cadence forces marketing teams to be operationally excellent in a way that long-cycle industries don't demand.
The relative weakness in Data and Tracking is surprising given the loyalty data advantage. The explanation is complexity. Attributing a sale to a specific touchpoint when the customer saw a TV ad, received an email, browsed the app and bought in-store is a measurement problem that even the best-resourced marketing teams haven't fully solved.
Compare omnichannel retail to B2B SaaS. SaaS companies operate in a single channel (digital) and score 67 in Data and Tracking. Omnichannel retailers operate across 4-5 channels and score 64.3. The measurement complexity is proportional to the channel complexity. The retailers that close this gap first will have an unfair advantage in media allocation.
Why acquisition, conversion and digital maturity each carry 20-25%+
Acquisition (25%), Conversion (25%) and Digital Maturity (20%) account for 70% of the score. These three dimensions map directly to the omnichannel model: get them in (acquisition), make the experience seamless across channels (digital maturity) and close the sale wherever they are (conversion). Retention gets 20% because grocery and general retail are repeat-purchase categories where customer lifetime value compounds quickly.
Brand and Positioning is just 5%. At the Woolworths and Coles level, brand awareness is universal. The competition isn't about who knows you. It's about who converts better. The retailers winning are the ones whose click-and-collect works, whose app is actually useful and whose in-store experience matches the website promise.
Where omnichannel retailers should focus+
Data and Tracking is the weakest dimension. For retailers managing online, in-store, click-and-collect and marketplace channels simultaneously, attribution is genuinely difficult. But the retailers who crack it, specifically who build a single customer view across channels, are the ones pulling away.
Coles at 77 versus Woolworths and Wesfarmers at 81 is a 4-point gap. In a market this competitive, that's meaningful. The gap isn't in brand or acquisition. It's in digital execution and conversion mechanics.
If you're a mid-market omnichannel retailer, the benchmark is aspirational but the formula is clear: fix mobile conversion first (most retailers still lose 40-60% of mobile traffic to poor UX), then build the cross-channel measurement to understand which channels feed which.
Highlighted terms link through to the marketing dictionary.
Frequently asked
Common questions about Omnichannel & Bricks-and-Clicks Retail
How does Australian omnichannel retail compare to other industries?+
Which Australian retailers have the strongest marketing?+
What is the biggest marketing challenge for omnichannel retailers?+
How important is loyalty data for retail marketing performance?+
Keep exploring
Where to go from here
Pull any thread.