Rewriting the Retail Narrative: The importance of creating certainty in an unpredictable landscape

What do shoppers think of Australia’s biggest retailers?

In any given year, shopping feels routine: It’s predictable and sometimes comforting. However, in 2024, that sense of familiarity has shifted. Australians, once loyal to the staples of their retail experience (such as popping into the local Woolworths or ducking past the McDonald’s Drive Thru), are now asking more questions and becoming more discerning.

It’s no longer just about finding the best deal. It’s about trust, value and keeping pace with their evolving needs. The Retail Proposition Index surveys over 5,000 shoppers, offering a snapshot of this pivotal moment. As the cost of living rises and disposable incomes shrink, a new trend is emerging: Australian consumers aren’t disengaging, they’re being pragmatic. They are gravitating towards brands that don’t just offer low prices but provide reliability and a sense of certainty in an increasingly unpredictable landscape.

Trust has quietly become the cornerstone of success in this new landscape. It is no longer a nice-to-have, it is the foundation for lasting relationships. Retailers that recognise this shift and adapt are the ones rewriting the retail narrative, stepping beyond the comfort of routine to meet consumers where they are, transforming their caution into opportunity.

In this year’s edition of OC&C’s annual Retail Proposition Index, we have asked over 48,000 shoppers globally how they rate the places they shop and what drives their decisions about where and how to buy.

In its 4th year in Australia and decade-long history in other geographies, the survey is developing as an essential tool for retailers, analysts, suppliers and investors. We hope you find it equally as valuable.

If you would like to view our previous reports or discuss our insights, please contact our experts or email: [email protected]