SOTI’s latest global study, Retail Tech Assessment: Opportunities for Enhanced Consumer Experiences, finds Australian shoppers are increasingly basing purchasing decisions on security, trust, and the quality of digital experiences—raising questions about whether current retail technology investments are delivering real returns.

While retailers continue to roll out new platforms and tools, the research suggests many are still falling short when it comes to personalised and immersive customer engagement.

The report shows consumers primarily use retail apps for convenience, with 55% accessing exclusive offers, savings, and loyalty points, and 53% valuing faster checkout.

However, overall engagement remains weaker than expected, indicating retailers may need stronger incentives and more advanced experiences—such as augmented reality and visualisation—to drive deeper and more meaningful interaction across digital touchpoints.

“Most of the technology does exist, but it is not being leveraged properly. Consumers want experiences that feel more relevant and forward-thinking than what they are receiving today,” said Michael Dyson, VP of Sales APAC at SOTI.

“Engagement and loyalty can deepen as this technology becomes more central to the retail experience. Secure and connected devices and apps are the starting point for building brand trust.” he said.

Economic Uncertainty Drives Australian Consumers to Spend More Cautiously

Australian consumers are becoming increasingly cost-conscious as economic uncertainty reshapes spending habits, with value and convenience now central to purchasing decisions.

SOTI’s research shows 33% of shoppers are checking product origins or choosing locally made goods, while 86% are cutting back on spending and 63% say economic pressures have affected their ability to buy their usual products over the past year.

“Consumers now know exactly when and where to find the best value, and they’re using digital tools at every step of the buying journey,”

“Retailers are working hard to meet expectations for smooth, connected experiences, yet issues with real-time tracking and fulfilment highlight that some foundational supply chain processes still need strengthening.” added Dyson.

Data Security and Privacy Take Centre Stage for Consumers

Despite growing demand for technology-enhanced shopping experiences, consumer trust remains fragile, with security concerns emerging as a major barrier to adoption.

New research shows that while 55% of shoppers want more in-store and digital tech, 87% are worried about data privacy and security, 69% avoid retailers that have suffered cyberattacks, and 42% report having already been victims of retail-related fraud.

“Finding the right balance between smarter, tech-enabled shopping and protecting consumer privacy has become critical,”

“Shoppers are open to personalisation, provided they trust how their data is managed. Maintaining that trust requires transparency and robust security, especially at a time when major brands are facing increasing cyber threats.” Dyson said.