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Rewriting the RetailNarrative:The importanceof creating certainty in anunpredictable landscape A survey on customer attitudes in Australia uncommon senseTM THE RETAILPROPOSITION INDEX(RPI) IN NUMBERS 20102021in AustraliaGlobal survey firstlaunched What do shoppersthink ofAustralia’sbiggest retailers? The OC&C Retail Proposition Index answersthis through a comprehensive analysisof customer attitudes. In this year’s editionof OC&C’s annual Retail Proposition Index,we have asked over 48,000 shoppersglobally how they rate the places they shopand what drives their decisions about whereand how to buy. In its 4th year in Australia and decade longhistory in other geographies, the survey isdeveloping as an essential tool for retailers,analysts, suppliers and investors. We hopeyou find it equally as valuable. 92in Australia*800Number of retailers rated *Includes 92 retailers covering both nationaland global brands across 15 categories. Introduction This report will cover: 1.2024 TOP PERFORMERS 2.BREAKING ROUTINE: WHATCATEGORIES ARE SEEING MAJORMOVES? IN ANY GIVEN YEAR, SHOPPING FEELSROUTINE: IT’S PREDICTABLE ANDSOMETIMES COMFORTING. HOWEVER,IN 2024, THAT SENSE OF FAMILIARITYHAS SHIFTED. 3.SHIFTING CONSUMERPERCEPTIONS: WHY ARE SHOPPERSDISCERNING, NOT DISENGAGED? Australians, once loyal to the staples of their retail experience (such aspopping into the local Woolworths or ducking past the McDonald’s DriveThru), are now asking more questions and becoming more discerning.It’s no longer just about finding the best deal. It’s about trust, value andkeeping pace with their evolving needs. 4.PRAGMATISM AT PLAY: WHATOPPORTUNITIES ARE THERE FORRETAILERS AND INVESTORS TOSTEP BEYOND THE REGULARRETAIL ROUTINE? The Retail Proposition Index surveys over 5,000 shoppers, offeringa snapshot of this pivotal moment. As the cost of living rises anddisposable incomes shrink, a new trend is emerging: Australianconsumers aren’t disengaging, they’re being pragmatic. They aregravitating towards brands that don’t just offer low prices butprovide reliability and a sense of certainty in an increasinglyunpredictable landscape. 2024 TOP PERFORMERS TOP TOP 10 – OVERALL FAVOURITERETAILERS Trust has quietly become the cornerstone of success in this newlandscape. It is no longer a nice-to-have, it is the foundation for lastingrelationships. Retailers that recognise this shift and adapt are the onesrewriting the retail narrative, stepping beyond the comfort of routineto meet consumers where they are, transforming their cautioninto opportunity. RETAILERS SURVEYED BY CATEGORY Competitors include 92 retailers covering both national and global brands across 15 categories. Department Stores Automotive Grocery Pet BarnPet CirclePet StockPetOMy Pet WarehouseBest Friends CostcoHarris FarmAldiIGAColesWoolworths KmartMyerBig WDavid JonesTargetBest & LessHarris Scarfe Supercheap AutoRepcoBurson Auto Parts Clothing & Footwear NikeAdidasUniqloThe IconicPeter AlexanderCountry RoadSeed HeritageJD SportsCotton on KidsZaraCotton OnJust JeansASOSSportscraftH&MWitcheryLovisa Gyms Petrol & Convenience DIY BPAmpol7-ElevenShell Anytime FitnessFitness FirstSnap Fitness BunningsMitre 10 Health & Beauty Furniture Quick ServiceRestaurants Chemist WarehouseMeccaPricelineAdore BeautyTerry WhiteChemmartSephoraAmcal SubwayGuzman Y GomezZambreroOportoRed RoosterDomino’sHungry JacksKFCPizza HutMcDonald’s AmazoneBayCatchSheinKoganGraysAliExpressTemu Consumer Electronics Liquor JB Hi-FiOfficeworksThe Good GuysJaycarHarvey Norman Dan Murphy’sBWSFirst ChoiceLiquorlandVintage Cellars Sports & Outdoors RebelKathmanduBCFAnaconda Methodology This is the fourth year the Retail Proposition Index has been conductedin Australia by OC&C Strategy Consultants. The OC&C Retail Proposition Index is a major piece of nationalconsumer research measuring shopper attitudes and perceptionstowards the nation’s leading retailers. This year, 5,139 consumers across Australia rated retailers with whomthey have shopped in the past 3 months, on their overall propositionsand on key elements of that proposition (Price, Range, Service, etc).These results are then used to compile a ranking of 92 retailersfrom across Australia. The survey was first launched in 2021, having now surveyed over~20,000 consumers and analysed ~1.8m ratings. The index hasbecome a powerful tool to understand how shopper priorities arechanging over time and to identify the key trends driving shifts in theretail landscape. Throughout this report, results from the 2021 and 2023 surveys areused to provide comparisons points, showing the change betweenthree years ago, last year and this year. 1.2024Top Performers HEARTS AND MINDS CHAMPIONS 2024 1. TRUST PRODUCT CHAMPIONS 2024 5. WIDE CHOICE OF PRODUCTS 4. PRODUCTS SUITED TO ME CUSTOMER EXPERIENCE CHAMPIONS 2024 8. FUN TO SHOP VALUE AND PRICE 2024 SUSTAINABILITY AND FASHIONABILITY 2024 1.Only clothing & footwear and department storeb