Australian Retail Technology Report, 2016–2021

Australian Retail Technology Offers Sizeable Growth Opportunities

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Retail technology investment in Australia is projected to record a CAGR of 28.8% from 2016-2021 largely driven by evolving consumer requirements and intensifying retail competition from international entrants and new business models. These factors are set to raise standards across both the front and back ends of retail technology. Current investments mostly involve forward-thinking retailers looking to capitalise on technologies such as BDA, cloud computing, and AI. Spending is expected to reach 4.58 billion by 2021 Retail technology innovation and implementation in Australia lags behind that of other developed countries. While investments in retail technology in Australia are significantly lower than the United States, spending is likely to increase, particularly in the areas of digital signage, point-of-sale systems, big data analytics (BDA), cloud computing, and artificial intelligence (AI). The change is being driven by multiple factors, including the entrance of international participants such as Amazon, and evolving consumer spending behaviour. The online retail space continues to gain popularity, accounting for A$21.65 billion in revenue in 2016 with 10.4% year-over-year (y-o-y) growth. The proliferation of mobile and tablet devices in Australia as well as software development to complement online transactions are key drivers. While most consumers continue to make purchases at physical stores, the online channel allows them to instantly cross-check products and prices among multiple retailers. Existing investments in legacy systems are likely to be the biggest hurdle to retail technology adoption. Apart from compatibility issues, the systems are less agile and responsive compared to cloud-based competitors. The retail industry could see extensive testing of retail technology in the next 12-18 months, demonstrating the value proposition and retail application of these technologies. Led by larger retailers, the industry is heading towards omnichannel adoption to better interact with digitally-empowered customers in a seamless and personalised manner. In the next 5-7 years, Frost & Sullivan predicts the emergence of start-ups in the areas of robotics, AI, and AR, providing valuable tailored solutions for the retail sector. Amazon’s entrance is set to have a massive impact on retailers in the market, prompting them to rethink their retail strategy. It is imperative for retailers to become less conservative and continually adapt to remain relevant in Australia’s future retail landscape. Long-established retail players are under increasing pressure from more technologically-integrated competitors to improve their customer offerings and not lose out on market share. New entrants to the market, supported by cloud-based CRM and mPOS systems, are gaining increasing acceptance from domestic consumers. Large retailers are reviewing their legacy systems to integrate retail technology and provide more value to customers.

Table of Contents

1. Executive Summary
Key Findings
Retail Technology Investment
2. Retail Technology Overview and Segment Definitions
Market Study Definition & Scope
Scope and Purpose of Report
Scope of Technology Coverage
Understanding Store-based Retail Components
Understanding Non-Store-based Retail Components
Understanding Retail Technologies
3. Market Drivers and Restraints for Retail Technology
Market Drivers
Market Restraints
4. Australian Retail Sector
Snapshot of the Australian Retail Sector
Australian Retail Environment
Australian Retail Environment—Arrival of Amazon
Australian Retail Environment—Characteristics
Introduction of Retail Technology in Australia
International Retail Entrants in Australia
Case Study—Apple Store Experience
International Retail Entrants in Australia
Retail Sector in Australia
Retail Landscape in Australia
5. Australian Retail Market Trends
8 Key Retail Trends in Australia
6. Retail Technologies in Australia—Mobile Point-of-Sale
mPOS
Case Study—Alipay
Case Study—7-Eleven-Plexure
mPOS
7. Radio-Frequency Identification (RFID)
Radio-Frequency Identification
Case Study—Coles Supermarkets
8. Beacon Technology
Beacon Technology
Case Study—Scentre Group-Westfield
Beacon Technology
9. Digital Signage
Digital Signage
Digital Signage in Retail
Case Study—Hive by Laminex
10. Big Data Analytics (BDA)
Big Data Analytics
Case Study—Woolworths
11. Artificial Intelligence
Artificial Intelligence
12. Robotics
Robotics
Case Study—Commonwealth Bank-Stockland
Case Study—Lakeba Shelfie
The Future of Robotics
13. Augmented Reality and Virtual Reality
Augmented Reality and Virtual Reality
Case Study—AR Uses in Australian Retail
14. Key Retail Technology Participants in the Market
Retail Technology Ecosystem—Profile of Participants
Ecosystem of Retail Technology Participants
Retail Technology—Competitive Landscape
15. Growth Opportunities and Companies to Action
Growth Opportunity
Strategic Imperatives for Success and Growth
16. The Last Word
Future Retail Ecosystem—IoT in Australian Retail
What’s Next for Australia’s Retail Market?
Retail Technology Market Outlook
Legal Disclaimer
17. The Frost & Sullivan Story


List of Figures & Charts

1. Retail Technology Market: Key Market Drivers, Australia, 2017–2021
2. Retail Technology Market: Key Market Restraints, Australia, 2017–2021
3. Retail Sector: Flow of Change in Customers, Australia, 2016
4. Retail Technology Timeline, Australia, 1970–2021


1. Number of Apple Stores, Global, 2005–2015



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