Omnichannel & Bricks-and-Clicks Retail

The shape tilts toward Digital Maturity (72.8) and away from Data & Tracking (64.3). That tilt tells you where the industry's marketing dollars have gone and where they haven't. The businesses that correct the tilt first will see outsized returns because they're fixing the constraint that's holding everything else back.

Dimension Breakdown

How Australian omnichannel retailers built the strongest marketing in retail

Omnichannel retail at 70.7 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 at 72.1 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 (64.3) 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 (74.5). 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.

Ranked 4th of 70. Top quartile. This industry takes marketing seriously and it shows. The leaders here are making informed capital allocation decisions. The gap between top and mid-table isn't luck. It's investment.

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Cross-cut Omnichannel & Bricks-and-Clicks Retail data by taxonomy, compare dimensions across sectors and see where this industry sits nationally.

Frequently Asked

You're in a strong industry. Are you keeping up?

Omnichannel & Bricks-and-Clicks Retail ranks 4th nationally. The businesses at the top of this vertical are serious about marketing. If your score is below 70.7, you're losing ground to competitors who've already invested.