A Call for Collaboration: 2025 Retail Marketing State of the Industry

Change is inevitable, and to say the retail marketing sector has changed over the past 10 years is an understatement. While in general, retailers themselves have managed to keep pace with the rapid developments, much of the industry is still playing catch up, grappling with the unenviable task of interpreting the impacts of this evolution.

It was this realisation that set Shop! ANZ on a journey to figure out just what retail marketing is in 2025. In an indepth study conducted by Shop! ANZ in conjunction with NIQ, Shop! ANZ sought to delve a little deeper into our brilliant industry, its drivers, and gaps across Australia and New Zealand.

So what exactly are we referring to when we use the term ‘retail marketing’? Following our research, Shop! ANZ now defines retail marketing as any lower funnel marketing activity with an intent to drive sales or purchase.

Members can download the full report and recommendations.