Today’s shoppers might scroll before they stroll, but the store is still where most sales occur. That means it is crucial for retailers to strike a balance between digital engagement and in-store experiences.
Data shows 81 per cent of Australian consumers use digital platforms to research stores, while nearly all (98 per cent) still shop in physical stores.
Where some retail tech firms focus only on online conversion, Shopfully drives foot traffic through intelligent, location-based offers.
“We help retailers and brands influence the decision-making process right where it matters most: when consumers are planning their shopping trips,” says Brendan Straw, country manager, Australia, Shopfully.
“Our technology ensures the right message reaches the right shopper at the right time across channels they use daily. The result? More foot traffic, higher engagement, and stronger sales in-store.”
Inside Retail spoke with Straw about how brands can connect with consumers in today’s retail landscape.
Inside Retail: We hear the phrase omnichannel shopping often. How are Australian consumers choosing to shop these days, and how are they mixing online with offline, and hybrid concepts like Buy online, pick up in store, or boot delivery?
Brendan Straw: Australian consumers have become experts at blending online and offline shopping. According to Shopfully’s latest report, The State of Shopping 2025, 81 per cent of Australians research online before making a purchase. This illustrates the importance of digital touchpoints at the beginning of the journey, as well as the resilience of in-store shopping as the final step.
Hybrid models like click and collect, buy online and pick up in store – and even boot delivery – are no longer niche; they’re part of mainstream retail behaviour. Consumers expect seamlessness: They want to move fluidly between online inspiration and in-store fulfilment. For retailers, this means that digital isn’t competing with stores, it’s powering them. The winners are those who integrate these channels into a frictionless experience.
How have Australians changed their shopping patterns since the end of Covid, and over the past two years especially?
Post-Covid, shoppers have become more price-sensitive and more deliberate in planning their shopping. Inflation and cost-of-living pressures have reinforced this trend. What we see is that Australians spend more time researching before heading to a store, making sure they’re getting the best value.
At the same time, consumers have embraced digital channels as the go-to tool for planning, from catalogues to comparison apps. However, crucially, the final step still occurs in-store for the majority of categories, as Australians prefer to see, touch, and experience products before making a purchase.
The demise of in-store shopping has been overstated, right?
Absolutely. In-store shopping is not disappearing; it’s evolving. Australians still want to visit physical stores for experiences online cannot replicate – immediacy, testing products, and browsing.
Digital has enhanced stores rather than replaced them. Consumers arrive better informed and more ready to buy. Successful retailers create engaging in-store experiences supported by strong digital communications, turning foot traffic into loyalty.
How are physical stores important for the steps of the customer journey beyond simply sales?
Stores are not just sales points anymore. They’re experience centres, hubs for online orders, and touchpoints for discovery, brand building, and loyalty. A consumer might first encounter a product in a digital catalogue, but the store is where they interact with it and connect emotionally.
Stores are also data-rich environments. They provide insights on consumer behaviour and strengthen the omnichannel loop through services like click and collect. In short, stores remain the heart of retail, even in a digital-first era.
I understand you’re an advocate for catalogues – or digital catalogues, to be more precise. Talk me through their role and how they have evolved.
Catalogues remain one of the most effective ways to inspire shoppers and drive them in-store. Over a third of consumers (37 per cent) use online catalogues and 29 per cent use paper catalogues for planning, according to our research with NielsenIQ.
But the format has evolved: digital catalogues are now interactive, personalised, and measurable.
One in two Australian consumers use catalogues to decide which store to visit, and 71 per cent read digital catalogues when considering purchases.
What’s powerful is their role in trip planning. Consumers browse specials, build shopping lists, and plan store visits. This pre-visit engagement boosts conversion rates. The environmental benefits are significant too – retailers save on print while offering better experiences.
On platforms like Shopfully, Australians browse tailored offers, compare retailers, and save favourites directly on their phones. For retailers, digital catalogues are cost-efficient, sustainable, and insight-rich.
How is the rise of retail media influencing consumers, and how mature is this as a marketing channel in Australia right now?
Retail media is rapidly maturing in Australia, offering high-margin revenue streams, though still behind markets like the US. For consumers, it means advertising is more relevant, contextual, and helpful, integrated within their shopping journey rather than interrupting it.
Retailers are building their own media networks, and consumers are increasingly engaging with brand content inside retail ecosystems. We expect 2026 to be a pivotal year for adoption in Australia.
Retail media networks began with on-site activity but now see value in combining on-site and off-site execution. First-party and third-party data together provide a category-wide view, helping retailers reach existing and new customers.
How is retail media impacting brands and their advertising and marketing decision-making?
For brands, retail media has shifted the conversation. Instead of focusing only on awareness, they can invest in media tied to conversion and measurable results. “Closed loop” measurement is becoming the norm.
Brands are reallocating budgets because retail media allows presence in the crucial ‘last mile’ of decision-making. Early movers will gain a competitive advantage.
But balance is key. Retailers and brands must weigh promotion (product/price) with brand storytelling (value/differentiation). Consumers want relevant, engaging content, and communications must reflect this.
