Insights

Gen Z Loyalty Programs Are Broken. Here’s Why.

Gen Z joins more loyalty programs than any other generation. They also abandon brands faster than any other generation. If that paradox doesn’t keep your loyalty team up at night, you’re not paying attention.

According to the Australian Loyalty Association, Gen Z consumers are 60% more likely to join a loyalty program than the global average of 43%. Sounds brilliant. Except that 32% of them have abandoned at least one brand in the past twelve months — the highest rate of any demographic. They sign up, glance around, and leave. Your program isn’t retaining them. It’s auditioning for their attention and failing.

The problem isn’t Gen Z. The problem is that most Australian loyalty programs were architected around Baby Boomer psychology: accumulate points over months, redeem occasionally, feel vaguely rewarded. That model worked when brand switching was inconvenient and choices were limited. Neither of those things is true anymore.

Why Points-Based Programs Miss the Mark with Gen Z

Here’s the number that should reframe every loyalty strategy conversation: only 51% of Gen Z consumers say money-saving benefits motivate their loyalty program engagement. Globally, that figure is 71%. Gen Z isn’t uninterested in value — they’re redefining what value means.

For older demographics, value is transactional. Spend money, get points, redeem for discounts. It’s a rational equation. For Gen Z, value is relational. They want to feel that a brand understands them, reflects their identity, and earns their trust through actions — not reward tiers.

This isn’t soft thinking. It’s backed by hard data. Research from 2025 shows 35% of Gen Z actively seek out brands based on values alignment, compared to just 15% of Baby Boomers. Nearly four in ten Gen Z shoppers have abandoned a brand specifically because its environmental or social practices didn’t meet their expectations.

If your loyalty program’s most exciting feature is a points balance, you haven’t built loyalty — you’ve built a spreadsheet that Gen Z will never open.

What Does Gen Z Actually Want from a Loyalty Program?

The answer is deceptively simple: relevance. Not relevance as a marketing buzzword, but relevance as a lived experience — communications that feel personal, rewards that match their life stage, and interactions that don’t waste their time.

Immediate Gratification Over Accumulation

Australian loyalty programs are already shifting from long-term point accumulation to instant redemption at checkout, partly driven by cost-of-living pressures. This shift happens to align perfectly with Gen Z expectations. They don’t want to save 10,000 points over six months for a $20 voucher. They want something useful now.

The streaming industry learned this lesson the hard way. Research from 2026 shows 59% of Gen Z users subscribe to streaming platforms for a single title, then cancel. The loyalty is to the content, not the platform. The same logic applies to retail: Gen Z’s loyalty is to the experience, not the card.

Friction Is a Deal-Breaker

Gen Z shows significantly higher frustration with clunky loyalty experiences than any other generation. Studies show 24% cite lengthy signup processes as a reason for disengagement (compared to 16% globally), and 28.5% point to technical errors as trust-breakers (versus 24% globally).

This generation grew up with apps that load in milliseconds. If your loyalty signup requires a physical form, a verification email, three screens of personal data, and a two-day wait for activation, you’ve lost them before they’ve earned their first point.

They’re also more comfortable with digital identification — 33% are happy providing phone numbers or emails at checkout rather than carrying a plastic card. The lesson: meet them where they already are, which is on their phones, not at your membership desk.

Is AI the Key to Gen Z Loyalty?

Here’s a stat that should shape your 2026 roadmap: 55% of Gen Z consumers say they’re more likely to join a loyalty program that uses AI. They don’t want AI for its own sake — they want the outcomes AI delivers. Better personalisation. Smarter recommendations. Offers that actually reflect their behaviour rather than a generic segment they’ve been dumped into.

This is where platforms like Trevor Services’ Trudy come in. Predictive promotional intelligence isn’t a nice-to-have for Gen Z engagement — it’s the baseline. If your program can’t personalise at the individual level, you’re sending the same offer to a 19-year-old university student and a 67-year-old retiree and wondering why response rates are flat.

How Does Genuine Gen Z Loyalty Work?

Seventy-seven percent of Gen Z say they’re willing to try new brands — the highest proportion of any age group. That sounds disloyal. It’s actually the opposite. Gen Z isn’t disloyal; they’re perpetually evaluating. Every interaction is a data point. Every experience either builds or erodes trust.

This means loyalty isn’t a program. It’s a continuous proof of value. The brands that win with Gen Z aren’t the ones with the most generous earn rates. They’re the ones that demonstrate relevance at every touchpoint.

Design for Identity, Not Transactions

Gen Z wants to feel that supporting your brand says something about who they are. Patagonia doesn’t need a points program because the brand itself is the loyalty mechanism. Most brands aren’t Patagonia, but every brand can ask: what does membership in our program say about the person? If the answer is “nothing,” that’s the problem.

Make Every Communication Earn Its Place

With 51% of loyalty program members admitting they engage with only one program despite being enrolled in several, attention is the scarcest resource. Every email, push notification, and app alert needs to deliver genuine value or risk being the reason they mentally check out. Trevor Services works with brands to build promotional campaigns that connect the right message to the right person at the right moment — because Gen Z won’t give you a second chance at a first impression.

Close the Loop Between Values and Action

If you claim sustainability matters, show proof. If you say you value your community, demonstrate it. Gen Z has a well-documented intolerance for performative marketing. The gap between what brands say and what they do has never been more visible — or more costly.

Consider the contrast: in Australia, the majority of Gen Z and Millennials say loyalty programs influence their purchasing behaviour, but only 35% of Baby Boomers feel the same way. The generational divide isn’t subtle — it’s structural. The generation that your program was designed for is the one least influenced by it, while the generation most open to being influenced is the one your program is failing to engage.

This is where working with a promotional partner like Trevor Services changes the equation. Rather than retrofitting a Boomer-era program with a Gen Z veneer — a new app skin, a few Instagram posts — the smarter play is to build engagement mechanics that treat relevance as the core currency. Promotional campaigns, loyalty experiences, and data-driven personalisation need to work together, not as separate line items on a marketing plan.

The Billion-Dollar Question for Australian Brands

Australia’s loyalty market is projected to reach approximately US$1.13 billion in 2026, growing at 13.5% annually. That’s a lot of money flowing into programs that may be structurally misaligned with the fastest-growing consumer demographic.

The brands that capture disproportionate value from this market won’t be the ones with the biggest rewards budgets. They’ll be the ones who understand that Gen Z loyalty isn’t earned through points — it’s earned through proof. Proof that you know them. Proof that you respect their time. Proof that your values aren’t just copy on an About page.

The real question isn’t whether your loyalty program can attract Gen Z. They’re already joining. The question is whether it can keep them past the first week.

Want to build a loyalty and promotions strategy that actually resonates with the next generation of Australian consumers? Talk to the team at Trevor Services.

melissa In Promotions

Competition Permits in Australia: What Brands Get Wrong

Competition Permits in Australia - State by State Guide for Brands

Your team launches a national scratch-and-win campaign. Total prize pool: $8,000 — comfortably under NSW’s $10,000 threshold. No permits needed, right? Two weeks later, South Australia’s Consumer and Business Services gets in touch. Turns out, SA requires a permit for any instant-win promotion regardless of prize value. The potential fine? Up to $50,000.

This is the competition permit trap. And Australian brands fall into it constantly.

The problem isn’t that compliance is complicated — it’s that most marketers assume national rules exist when every state plays by its own. Four jurisdictions require permits. Four don’t. And the four that do have thresholds, definitions, and carve-outs that look nothing alike. Here’s what you actually need to know to run promotions without risking a regulatory headache — or worse.

What Actually Triggers a Competition Permit Requirement?

Competition permits in Australia only apply to games of chance — promotions where the winner is selected randomly. Think prize draws, instant-win mechanics, scratch-and-reveal cards, and spin-the-wheel activations.

Games of skill, where winners are chosen based on merit or creativity (best photo entry, best 25-words-or-less response), don’t require permits in any Australian jurisdiction. This distinction matters more than most brands realise, because the line between chance and skill isn’t always where you’d expect it.

A judged competition with a subjective panel? Skill. A “random draw from all correct entries”? Chance — even though entrants had to answer a question. If there’s any random element in winner selection, regulators treat it as chance. Getting this classification wrong at the briefing stage is the first domino that knocks everything else over.

The Four States That Require Competition Permits

Four Australian jurisdictions require trade promotion permits for games of chance. The other four — Victoria, Queensland, Western Australia, and Tasmania — don’t require permits, though they still impose conditions on how promotions must be run. Here’s the state-by-state breakdown that every brand manager running promotions needs to understand.

New South Wales — The $10,000 Threshold and Multi-Year Authority

NSW requires an Authority to Conduct a Trade Promotion Lottery when the total prize pool for a single game of chance exceeds $10,000 and the promotion is open to NSW residents. Since the Community Gaming Regulations update, NSW has operated a multi-year authority model — you can apply for a 1-year ($468), 3-year ($722), or 5-year ($975) authority that covers all qualifying promotions during that period.

A $975 five-year NSW authority costs less than a team lunch at a Sydney restaurant — but running a single promotion without one can cost you $50,000 in SA alone. If your brand runs more than one promotion a year, the three or five-year option is a no-brainer.

There’s also a liquor restriction worth flagging: no more than 20 litres of alcohol at 20% ABV or below, and no more than 5 litres above 20% ABV, can be awarded per promotion to NSW residents.

South Australia — The Instant-Win Catch Nobody Expects

SA’s threshold is $5,000 for standard prize draws. But here’s the trap most brands miss: any promotion using printed scratch-and-win, break-open, or similar instant-win ticket mechanics requires a Trade Promotion Lottery Licence regardless of prize value.

A $500 scratch-and-win activation at a single SA store still needs a permit. This catches more brands than any other state-specific rule in Australia.

SA distinguishes between two licence types: Major Trade Promotions (prize pool over $5,000, no instant tickets) and Instant Prize Trade Promotions (using scratch or break-open mechanics at any value). Each has its own application pathway through Consumer and Business Services. Miss this distinction and you’re operating illegally — even if your total prize pool is modest.

Australian Capital Territory — The Lowest Threshold in the Country

The ACT sets the bar lowest at $3,000. Any game of chance where the prize pool potentially winnable by ACT residents exceeds this amount requires a permit. For national promotions with a decent prize pool, this threshold is almost always triggered.

One nuance that trips people up: the $3,000 applies to the value available to ACT residents specifically, not the national total. But unless you’re geographically restricting your promotion — and most brands aren’t — regulators will assume ACT residents could win any prize in the pool.

Northern Territory — The Interstate Exemption

The NT requires a permit for games of chance with a prize pool over $5,000, but offers a practical exemption: if you already hold a permit for the same national promotion in another state, you don’t need a separate NT permit. This effectively means that if you’ve got your NSW, SA, or ACT permits sorted, the NT is covered without additional paperwork.

What About Victoria, Queensland, WA, and Tasmania?

These four jurisdictions don’t require competition permits. But “no permit” doesn’t mean “no rules.” Promotions in these states must still comply with the Australian Consumer Law, and each state imposes conditions on how trade promotions must be operated.

Victoria requires promoters to keep records of entries and demonstrate that draws were conducted fairly. Queensland mandates that promotions must not mislead consumers about their chances of winning. The mistake brands make is treating “no permit required” as “anything goes.” It isn’t — and the ACCC can still pursue misleading or deceptive conduct under federal law regardless of state permit requirements.

How Do Competition Permits Work for National Promotions?

This is where brands most frequently get burned. A national promotion open to all Australians must comply with every state simultaneously. In practice, this means your promotion must meet the requirements of the most restrictive jurisdiction — and you need permits from every state that requires one.

For a typical national game of chance with a prize pool over $10,000, you’ll need permits from NSW, SA, ACT, and potentially NT. Your terms and conditions must satisfy all eight jurisdictions. And the free-entry requirement — consumers must be able to enter without making a purchase — applies nationally under the Australian Consumer Law.

Trevor Services manages this exact complexity for brands running national promotional campaigns. When you’re coordinating across eight jurisdictions simultaneously, having a promotional partner that handles the permit logistics means your marketing team can focus on the creative and the strategy rather than chasing state regulators.

What Does Non-Compliance Actually Cost?

The permit fees themselves are modest — a few hundred dollars per state. The penalties for getting it wrong are not.

In South Australia, fines for operating an unlicensed trade promotion lottery can reach $50,000. Under the Australian Consumer Law, the maximum penalty for a corporation that breaches the Competition and Consumer Act 2010 is the greater of $50 million, three times the benefit obtained, or 30 per cent of the corporation’s adjusted turnover during the breach period.

Even without maximum penalties, the reputational cost of a voided promotion — having to re-run a draw, refund entries, or issue a public correction — is often more damaging than the fine itself. Consumers remember brands that botched their competitions. They don’t remember which brand had perfectly filed permits.

Building Permits into Your Campaign Planning Process

The brands that handle competition permits well don’t treat compliance as a last step. They build it into campaign planning from the briefing stage. Here’s what that looks like in practice.

First, determine your mechanic early. The permit question is entirely determined by whether your promotion involves chance or skill. Make this decision at the briefing stage, not after creative is signed off. A late switch from a prize draw to a skill-based competition — or vice versa — cascades through everything from T&Cs to media plans.

Second, apply early. Most state regulators recommend applying at least 14 business days before your promotion starts. In practice, allow three to four weeks as a buffer, particularly for SA which can have longer processing times during peak promotional seasons.

Third, consider multi-year authorities. If you run promotions regularly — and most consumer brands do — NSW’s five-year authority at $975 is an investment that eliminates one jurisdiction’s paperwork for half a decade.

Fourth, get your terms and conditions right the first time. Every trade promotion requires comprehensive T&Cs that satisfy all relevant jurisdictions. Platforms like Trudy from Trevor Services can help ensure your promotional campaigns are structured correctly from the outset, with compliance built into the workflow rather than bolted on as an afterthought.

The Strategic Advantage Most Brands Overlook

Here’s what most permit guides won’t tell you: compliance isn’t just risk mitigation. It’s a competitive advantage. Brands that have their permit framework sorted can launch promotions faster, run them nationally without geographic exclusions, and avoid the costly mid-campaign pivots that happen when someone in legal spots a problem two weeks after launch.

The brands running the most ambitious, most creative promotional campaigns in Australia aren’t held back by permit complexity. They’ve already done the work — and that preparation is what gives them the freedom to be bold.

Planning your next promotional campaign and want compliance handled properly from day one? Get in touch with Trevor Services.

melissa In Consumer Engagement

Your SMS Marketing Strategy Is Probably Broken

SMS marketing strategy guide for Australian brands - Trevor Services

In 2026, over 75 percent of businesses use SMS marketing, and 65 percent plan to increase their texting budgets this year. The global industry is worth roughly $17 billion. Yet most brands report disappointing results from the channel. The problem is not SMS itself — it is that most marketers have imported their email playbook into a medium that operates on completely different rules.

The brands winning at SMS are not the ones with the biggest lists. They are the ones that treat every text message like what it actually is: a direct line into someone’s pocket. Here is what separates the ones getting results from the ones burning through subscriber goodwill.

The Uncomfortable Truth About Your SMS List

Email trained marketers to think that bigger lists equal better results. So they chase subscriber volume, run “text WIN to 12345” campaigns that inflate their numbers with low-intent contacts, and then blast those lists with generic offers every week. The result is predictable — opt-out rates climb, deliverability suffers, and the channel slowly dies.

Your SMS list is not an asset if the people on it do not want to hear from you — it is a slow-motion opt-out queue.

Research from Omnisend shows that segmented SMS campaigns consistently outperform bulk sends on conversion rate — often by a factor of three or more. The top three reasons consumers say they opt in to brand texts are appointment reminders (76 percent), order tracking (61 percent), and promotion alerts (59 percent). Notice what those have in common: they are all useful in a specific moment. Nobody signs up to be “kept in the loop” with weekly blasts.

The brands making SMS work in Australia have figured out something counterintuitive: list quality crushes list size, every time. A smaller, permission-based list of genuinely engaged subscribers will outperform a bloated database on every metric that matters.

Why SMS Plays by Different Rules Than Email

When someone gives you their phone number, they are handing you something more personal than an email address. Nearly 74 percent of consumers check their text notifications within five minutes. Compare that to email, where open rates hover around 20 percent on a good day. SMS is not competing with 47 other messages in an inbox — it is sitting on a lock screen, front and centre.

That immediacy is SMS’s superpower, but it is also why the tolerance for irrelevance is so much lower. A promotional email you do not care about gets deleted. A promotional text you do not care about feels like an intrusion. Three of those in a row and the customer opts out — permanently.

This is the fundamental mistake most SMS marketing strategies make. They optimise for reach when they should be optimising for relevance. Every message needs to pass a simple test: would the person receiving this be glad they got it?

What Does a Good SMS Marketing Strategy Actually Look Like?

It starts with consent that means something. Under Australia’s Spam Act 2003, you need express or inferred consent before sending commercial texts. But legal compliance is the floor, not the ceiling. The brands getting the best results are transparent about frequency at sign-up (“You’ll hear from us 2-3 times a month with exclusive offers”), deliver on that promise, and make opting out effortless.

With iOS now classifying unsaved numbers as “Unknown Senders” and filtering them into a separate folder, brands that have not built genuine trust with their subscribers are essentially sending messages into a void. The permission-based approach is not just ethical — it is the only one that still works technically.

Segment ruthlessly, then segment again

If you are sending the same text to your entire list, you do not have an SMS strategy — you have a loudspeaker. At minimum, segment by recency of purchase, product category affinity, and engagement level. A loyalty member who shops weekly should get a different message at a different time than someone who bought once six months ago.

Platforms like Trudy from Trevor Services automate this by analysing purchase patterns and triggering contextually relevant messages. The difference between “Hey, 20% off everything this weekend!” and a personalised restock reminder based on someone’s actual purchase history is not just personalisation. It is the difference between being useful and being noise.

Write like a human, not a marketing department

You have 160 characters. There is no room for corporate speak. The best SMS campaigns read like a message from a friend who happens to know about a good deal. Short sentences. One clear action. No “Dear Valued Customer.”

And stop putting “DO NOT REPLY” at the end of your texts. Two-way messaging is one of SMS’s biggest advantages over email. Let customers reply to ask questions, confirm bookings, or give feedback. In 2026, 42 percent of businesses say chatbots and virtual assistants are their top SMS priority, specifically because conversational messaging drives higher engagement than broadcast.

Timing is strategy, not logistics

When you send matters as much as what you say. The data shows mid-morning and early evening on weekdays tend to perform best, but “the data” is an average — and averages hide the insights that matter.

AI-driven send-time optimisation now analyses individual subscriber behaviour to determine when each person is most likely to engage. It is the difference between scheduling a blast for 10am Tuesday because a blog post told you to, and sending each message at the moment that person is most receptive. If your SMS platform cannot do this, it is already outdated.

The Metrics That Actually Matter

Most brands track SMS delivery rates and call it measurement. That is like measuring a restaurant’s success by how many people walked past the front door.

The metrics that tell you whether your SMS marketing strategy is working are revenue per subscriber (not per message — per subscriber, per month), opt-out rate per campaign (this is your canary in the coal mine), and conversion rate by segment. If you are not tracking these three, you are flying blind.

Trevor Services builds real-time dashboards that surface these metrics alongside your other campaign channels, so you can see exactly where SMS fits in the broader engagement picture — and where it is pulling more weight than you expected.

Where SMS Is Heading Next

Rich Communication Services (RCS) is bringing richer media into the native messaging app — images, carousels, interactive buttons — without requiring customers to download anything. As Australian carriers expand RCS support, the line between SMS and app-based messaging will blur. The brands that have built strong, permission-based subscriber relationships now will be positioned to take advantage. The ones still blasting generic texts to bloated lists will wonder why nobody is opening their messages anymore.

The direction is clear: SMS is becoming more personal, more conversational, and less tolerant of lazy marketing. The brands that thrive will be the ones that treat every text as something a real person will read in a real moment — and make it worth their time.

If your SMS channel is underperforming, the problem probably is not the channel. It is how you are using it. Talk to Trevor Services about building an SMS strategy that earns attention instead of burning goodwill.

melissa In How-To Guides

Why Most Trade Promotions Fail (And How to Fix Yours)

How to run a trade promotion in Australia - a complete guide by Trevor Services

Last year, a national snack brand launched a purchase-to-enter prize draw across 4,000 supermarket stores in Australia. Big budget. Slick creative. A car as the hero prize. They got 11,000 entries. For context, a well-run scratch-and-win for a mid-tier beverage brand we worked with the same quarter pulled 340,000. Same channel. A fraction of the media spend.

The difference wasn’t luck. It was mechanics, compliance planning, and a fundamental misunderstanding of what actually makes people enter a trade promotion. Most trade promotions in Australia don’t fail because the prize isn’t exciting enough. They fail because nobody thought hard enough about the friction between seeing the offer and completing an entry.

What Is a Trade Promotion, Really?

A trade promotion is a campaign where consumers get the chance to win something — typically in exchange for buying a product, visiting a store, or completing an action like uploading a receipt or answering a question. In Australia, they’re regulated under federal Australian Consumer Law and a patchwork of state-specific lottery and gaming legislation that hasn’t been meaningfully updated since some of these states still had separate banking systems.

The formats are familiar: instant-win, purchase-to-enter prize draws, skill-based competitions (“tell us in 25 words or less”), and gamified digital experiences. But here’s the thing most briefs get wrong — the format isn’t a creative decision. It’s a strategic and legal one. Pick the wrong mechanic and you’ll spend eight weeks chasing permits for a campaign that should have been structured as a game of skill in the first place.

Skill vs. Chance: The Decision That Shapes Everything

Every trade promotion in Australia falls into one of two buckets: game of skill or game of chance. This isn’t a technicality. It determines whether you need permits, which states you can run in, how quickly you can launch, and how much your legal costs will be.

A game of skill — photo contests, creative submissions, questions requiring genuine knowledge — doesn’t require permits anywhere in Australia. That’s a significant advantage. You can go from brief to live in weeks, not months.

A game of chance — prize draws, instant-win, scratch-and-reveal, spin-the-wheel — may require permits depending on your target states and total prize pool. And “may” is doing a lot of work in that sentence, because the rules vary state by state in ways that will make your procurement team’s head spin.

Here’s my take, and not everyone agrees with this: if your campaign objective is engagement and data capture rather than pure sales uplift, default to a game of skill. You’ll move faster, spend less on compliance, and the entries you get will be higher quality because participants had to actually do something. The brands chasing volume through low-friction prize draws often end up with a database full of competition junkies who’ll never buy their product again.

The Permit Maze: Why National Campaigns Need State-by-State Thinking

Australia doesn’t have a single national permit for trade promotions. Instead, you’re dealing with a federation of rules that would make a constitutional lawyer weep. If you’re running a national campaign involving a game of chance, here’s what you’re navigating as of 2026:

NSW requires a permit from Fair Trading when your total prize pool exceeds $10,000. South Australia requires a lottery licence from Consumer and Business Services for most games of chance. The ACT needs a permit from Access Canberra when you’re above $3,000 in total prizes.

Victoria, Queensland, WA, Tasmania, and the NT generally don’t require permits — but “don’t require permits” doesn’t mean “don’t have rules.” You still need to comply with their fair trading and consumer protection laws, and getting that wrong can be just as expensive.

The practical implication: allow at least 14 business days for permit processing, but if you’re running nationally, start six to eight weeks out. This is exactly the kind of compliance workload that Trevor Services takes off your plate — we manage permit applications across every jurisdiction so your team can focus on the creative and media strategy instead of paperwork.

Your T&Cs Are the Structural Engineering of Your Campaign

Terms and conditions are invisible when done right and catastrophic when done wrong. They’re also, without exception, the most common source of consumer complaints and regulatory scrutiny in Australian trade promotions.

And yet, I’ve lost count of the number of campaigns where the T&Cs were drafted the week before launch by someone in legal who’d never run a promotion. Here’s a rule that will save you grief: draft your T&Cs before you finalise creative. The terms should drive the mechanics, not the other way around. If you change the mechanic after your T&Cs are lodged with a permit authority, you may need to reapply — and that timeline you’d already committed to the retailer? Gone.

Your T&Cs need to nail the basics: who can enter, how they enter, what the prizes are (with specific retail values — “a trip to Bali” is not a prize description, it’s a lawsuit waiting to happen), how winners are selected, how and when they’re notified, your privacy collection statement, and every applicable permit number. Miss any of these and you’re exposed.

How Does Purchase-to-Enter Actually Work in Australia?

Purchase-to-enter remains the most popular trade promotion mechanic in Australia because it does something no other format does as cleanly: it ties your promotional investment directly to the register. Consumer buys product, submits proof of purchase, enters the draw. The sales attribution is nearly airtight.

But the compliance requirements are more nuanced than most marketing teams realise. The purchase price must reflect normal retail value — you can’t inflate it to fund your prize pool. In Victoria, if a purchase is required, the entry cost component can’t exceed one dollar. Phone entry nationally must stay under 50 cents plus GST. Postal entry can’t exceed standard postage.

Many brands now offer a free entry method alongside the purchase pathway. It’s not always legally required, but it’s almost always strategically smart. Counter-intuitively, adding a free entry path often increases purchase entries — it signals that the promotion is legitimate and fair, which reduces the psychological barrier to participating. Platforms like Trudy from Trevor Services automate receipt validation and entry management for these campaigns, which matters when you’re processing tens of thousands of entries and need the data to be clean enough to actually learn from.

The Measurement Gap Nobody Talks About

Here’s what frustrates me about how most brands run trade promotions: they’ll spend $200,000 on a campaign and then measure success by counting total entries. That’s like measuring a restaurant’s success by counting how many people walked past the window.

The metrics that actually matter are incremental sales uplift during the promotion period, conversion rate from impression to entry, cost per acquisition, new-to-brand customer percentage, and — critically — what those entrants did in the 90 days after the promotion ended. Did they come back? Did they buy at full price? Or did they vanish the moment the prize draw closed?

Real-time analytics change the game here because they let you adjust while the promotion is still live. If entries are tracking below forecast in week two, you can shift media spend, extend the promotion, or troubleshoot a broken entry mechanic before you’ve burned through your entire budget. Trevor Services builds real-time dashboards into every campaign for exactly this reason — the brands that optimise mid-flight consistently outperform the ones that wait for the post-campaign report.

Five Mistakes That Kill Trade Promotions

After years of running and auditing trade promotions across Australia, the failure patterns are remarkably consistent.

Starting permits too late. Processing times aren’t negotiable. If your permit isn’t approved before launch day, you can’t legally go live in that state. Full stop.

Vague prize descriptions. “Win a trip to Bali” without specifying flights, accommodation, dates, travel insurance, spending money, and whether it includes airport transfers is not a prize — it’s a complaint waiting to happen.

Ignoring unclaimed prizes. Most states require an unclaimed prize draw within three months. Your T&Cs must outline this process and you must actually do it. The number of brands that forget this step is genuinely alarming.

Choosing the wrong mechanic for the audience. A 60-second video submission contest sounds creative in the brief. For a time-poor parent grabbing snacks at Woolworths, it’s an impossibly high barrier. Match the effort to the context.

Not retaining records. Keep everything — entries, winner details, permits, T&Cs, advertising materials — for at least 12 months after the promotion ends. Some states require longer. If you can’t produce records when asked, the regulator assumes the worst.

The Bottom Line

Running a great trade promotion in Australia isn’t about having the biggest prize or the flashiest creative. It’s about reducing friction, getting the compliance right from day one, choosing a mechanic that matches how your audience actually behaves, and measuring what matters — not just what’s easy to count.

The brands that consistently win at this treat their promotional partner the way they treat their media agency: as a strategic input, not a vendor who processes paperwork. If your last campaign’s entry data is sitting in a spreadsheet nobody’s opened, that’s the gap worth closing. Talk to Trevor Services about what your next campaign could look like.

melissa In Industry Trends

How AI Agents Are Reshaping Marketing in 2026

Marketing teams have spent years building automation workflows — trigger-based emails, scheduled social posts, rule-driven ad bidding. But in 2026, a fundamental shift is underway. AI agents are moving beyond simple automation into autonomous decision-making, and Australian brands that understand the difference will have a serious competitive edge.

This article explores what AI agents actually are, how they differ from traditional marketing automation, and what practical steps brands should take to prepare for an agentic future.

What Are AI Agents in Marketing?

An AI agent is software that can perceive its environment, make decisions, and take actions to achieve a defined goal — without step-by-step human instruction. Unlike a traditional automation rule that follows a predetermined path (if customer opens email, then send follow-up after 48 hours), an AI agent evaluates context, weighs options, and chooses the best course of action in real time.

In a marketing context, this means an AI agent might analyse campaign performance data, identify that a particular audience segment is underperforming, test alternative creative messaging, reallocate budget toward higher-performing channels, and report back on results — all without a human manually adjusting each lever.

According to Capgemini research, 82% of organisations globally plan to integrate AI agents into their operations by 2026. In Australia specifically, 68% of ASX-listed companies are already utilising some form of agentic AI, driving a reported 40% increase in operational productivity across major sectors.

How Do AI Agents Differ from Marketing Automation?

Traditional marketing automation is powerful but rigid. You build workflows, set rules, and the system executes them faithfully. The limitation is that these workflows cannot adapt to unexpected changes without human intervention.

AI agents represent the next evolution. Where automation follows instructions, agents pursue outcomes. A marketing automation platform might send a promotional SMS at 10am because that is when it was scheduled. An AI agent would analyse historical engagement data for each recipient, factor in recent purchase behaviour, consider the current competitive landscape, and determine both the optimal send time and message variant for each individual customer.

From Scheduled Workflows to Self-Optimising Systems

The shift from automation to agentic AI is not about replacing your existing martech stack. It is about adding an intelligence layer on top. Trevor Services has observed this transition firsthand through its work with Australian brands — campaign orchestration platforms like Trudy are increasingly incorporating predictive intelligence that adapts promotional mechanics based on real-time consumer response patterns rather than static rules.

The practical impact is significant. Businesses that have invested in agentic approaches are reporting 20% ROI increases and 19% cost reductions compared to traditional automation, according to 2026 data from Salesforce’s State of Marketing report.

How Are AI Agents Changing Campaigns?

AI agents are transforming several core marketing functions simultaneously. Understanding where the impact is greatest helps brands prioritise their investment.

Predictive Campaign Optimisation

Rather than waiting for a campaign to run its course before analysing results, AI agents continuously monitor performance metrics and make mid-flight adjustments. This includes shifting budget between channels, pausing underperforming creative variants, and scaling winning combinations — all within parameters set by the marketing team.

For promotional campaigns, this capability is particularly valuable. A purchase-to-enter competition that traditionally required manual monitoring can now be dynamically optimised, with an AI agent adjusting promotional messaging, entry mechanics visibility, and channel distribution based on real-time participation rates.

Personalisation at Scale

Domain-specialised AI agents can now generate and optimise personalised messaging for millions of customers simultaneously. These are not simple mail-merge personalisations — they adapt tone, offer structure, and creative elements based on individual customer profiles and predicted preferences.

For loyalty programmes, this means members can receive genuinely tailored reward recommendations and engagement prompts rather than generic tier-based communications. The AI agent learns what motivates each member and adjusts its approach accordingly, improving both redemption rates and programme satisfaction.

The Data Foundation AI Agents Require

Here is the reality that many brands overlook: AI agents are only as effective as the data they can access. The most sophisticated agent in the world cannot deliver results if it is working with fragmented, incomplete, or siloed customer data.

Building an effective data foundation for AI agents involves several critical elements. First, a unified customer data platform that connects purchase history, engagement data, loyalty programme activity, and promotional participation into a single customer view. Second, real-time data pipelines that feed current information to the agent rather than day-old batch reports. Third, clean, well-structured data with consistent identifiers across channels.

This is where many Australian brands are finding that their existing promotional and loyalty platforms play a crucial strategic role. Platforms such as Trudy from Trevor Services are designed to capture and unify first-party data across promotional touchpoints, creating the kind of rich, real-time data environment that AI agents need to function effectively.

The shift toward first-party data has become even more urgent as the cookieless era takes hold. With third-party cookies fully deprecated across all major browsers, brands that have invested in consent-driven data collection through promotions, loyalty programmes, and direct customer engagement are finding themselves far better positioned to leverage AI agents than those still relying on third-party data.

Risks and Considerations for Australian Brands

Adopting AI agents is not without challenges. Australian brands need to consider several factors before diving in.

Privacy and compliance remain front of mind. Australia’s evolving privacy landscape, including anticipated reforms to the Privacy Act, means that any AI agent operating on customer data must be designed with privacy-by-design principles. Consent management, data minimisation, and transparency about how AI is being used to make decisions are not optional — they are essential.

There is also the question of human oversight. While AI agents can operate autonomously, the most successful implementations maintain what the industry calls “human-in-the-loop” governance. Marketing teams set the strategic parameters, define acceptable risk thresholds, and retain the ability to override agent decisions when necessary. Complete autonomy without guardrails is neither advisable nor what most enterprise-grade platforms offer.

Finally, brands should be realistic about implementation timelines. Moving from traditional automation to agentic AI is a journey, not a switch. It typically begins with narrow, well-defined use cases — such as automated bid management or dynamic content selection — before expanding to broader campaign orchestration.

What Should Australian Brands Do Now?

For marketing managers and CMOs evaluating their AI readiness, the priority actions are clear. Start by auditing your data infrastructure to determine whether you have the unified, real-time customer data that AI agents require. Identify one or two campaign functions where agentic AI could deliver measurable improvement — promotional optimisation and loyalty personalisation are strong starting points for most brands.

Invest in platforms and partners that are building agentic capabilities into their core offering rather than bolting on AI as an afterthought. And importantly, upskill your team to work alongside AI agents — the future marketing professional is not replaced by AI but rather becomes the strategist who directs and governs autonomous systems.

The AI marketing industry is projected to grow from $47.32 billion in 2025 to $107.5 billion by 2028. Australian brands that build their agentic foundations now will be the ones capturing disproportionate value as the technology matures.

Looking to explore how AI-powered promotional intelligence could work for your brand? Get in touch with the Trevor Services team to see how Trudy is helping Australian brands stay ahead of the curve.

melissa In Consumer Engagement

Omnichannel Engagement: What Australian Brands Need

Omnichannel Engagement Strategy for Australian Brands - Trevor Services

Australian consumers don’t think in channels. They browse on their phone, compare prices on a laptop, and pick up in store — all within the same purchase journey. Brands that still treat each touchpoint as a separate silo are losing customers to those that don’t. This article breaks down what omnichannel engagement actually means, which channels matter most, and how to build a strategy that connects them into a seamless experience.

What Is Omnichannel Engagement?

Omnichannel engagement is a consumer-first approach where every brand touchpoint — digital and physical — is connected and consistent. Unlike multichannel marketing, which simply means being present on multiple platforms, omnichannel engagement ensures that the customer experience flows naturally between channels.

A shopper who adds an item to their cart on mobile should see that same cart on desktop. A loyalty member who earns points in store should see them reflected instantly in the app. The data, messaging, and experience follow the customer, not the other way around.

This distinction matters because consumers increasingly expect it. Research from 2025 found that 49% of Australian shoppers prefer recommendations based on what they are currently browsing or doing on a website or app — higher than the global average of 43%. Brands that deliver this kind of contextual relevance earn more attention, more trust, and ultimately more revenue.

Why Australian Brands Are Doubling Down on Omnichannel

The Australian retail landscape has shifted significantly. Major supermarket groups now anchor omnichannel ecosystems that combine loyalty programs, fulfilment networks, and retail media into unified consumer experiences. This ecosystem-led competition means mid-market brands need to think differently about how they engage customers.

Three forces are driving this shift.

First, rising customer acquisition costs are pushing brands to focus on retention. It is far cheaper to re-engage an existing customer through a well-timed SMS or personalised email than to win a new one through paid media. Omnichannel engagement makes retention systematic rather than ad hoc.

Second, first-party data is becoming the most valuable asset in marketing. With third-party cookies disappearing and privacy regulations tightening, brands that collect and connect customer data across touchpoints have a structural advantage. Every interaction — a loyalty scan, an email open, a competition entry — adds to a richer customer profile.

Third, consumer expectations have simply moved on. A 2026 Resonate CX study found that Australian consumers now expect seamless transitions between online and offline experiences. Unified commerce is becoming a requirement, not a future roadmap item.

The Channels That Drive Omnichannel Engagement

Not every channel deserves equal investment. The right mix depends on your audience, product category, and existing capabilities. Here are the four pillars of a strong omnichannel engagement strategy.

SMS and Mobile Messaging

SMS remains one of the highest-performing channels in marketing. Messages achieve a 98% open rate and retail SMS campaigns convert at roughly 14%, according to 2025 industry benchmarks. Abandoned cart SMS messages see a 21% click-through rate, while geo-targeted campaigns reach as high as 31%.

For Australian brands, SMS works particularly well for time-sensitive offers, loyalty notifications, and purchase confirmations. The key is relevance — consumers will quickly opt out of generic blasts. Segmentation based on purchase history, location, and engagement behaviour turns SMS from a broadcast tool into a conversation.

Platforms like Trevor Services’ Trudy can automate this segmentation, triggering messages based on real-time consumer actions rather than static schedules.

Email and Marketing Automation

Email is the workhorse of omnichannel engagement. It handles everything from welcome sequences and post-purchase follow-ups to re-engagement campaigns and loyalty updates. Research from 2025 shows that brands combining SMS with email earn 19% more total revenue than those using email alone.

The most effective email strategies in 2026 are built on behavioural triggers rather than batch sends. A customer who browses a product page three times but doesn’t purchase should receive a different message than one who bought last week. Dynamic content blocks that pull in personalised product recommendations, loyalty point balances, and location-specific offers make each email feel individually crafted.

Push Notifications and App Engagement

Push notifications deliver timely, contextual messages directly to a customer’s lock screen. They are especially powerful for brands with a mobile app, enabling location-based alerts, real-time promotional updates, and personalised nudges.

The challenge with push is restraint. Over-notification leads to opt-outs faster than almost any other channel. The best-performing brands limit push to high-value moments: a flash sale starting, a loyalty reward unlocked, or a nearby store event. When timed correctly and personalised well, push notifications can drive immediate foot traffic and in-app engagement.

In-Store and Experiential Activations

Physical stores remain powerful engagement engines — not just for transactions, but for building relationships. In-store activations, product sampling, events, and exclusive experiences create emotional connections that digital channels struggle to replicate.

The omnichannel opportunity lies in connecting these physical moments to digital data. A customer who attends an in-store tasting event can be enrolled in a follow-up email sequence. A competition entry captured via QR code at a shelf display feeds into the same customer profile used for SMS targeting. Trevor Services specialises in these kinds of promotional activations, connecting the physical and digital sides of consumer engagement into a single, measurable journey.

How Does Omnichannel Engagement Work in Practice?

Consider a mid-sized Australian FMCG brand launching a new product. The campaign might work like this.

The brand runs an in-store sampling activation across 200 supermarket locations. Consumers who try the product scan a QR code to enter a purchase-to-enter competition, providing their mobile number and email in the process.

Within minutes, each entrant receives a confirmation SMS with a digital coupon for their next purchase. Over the following two weeks, they receive a short email sequence — one highlighting the product’s story, another sharing recipes, and a third offering a loyalty sign-up incentive.

Those who make a repeat purchase are tagged in the platform and receive a push notification when the brand runs a flash promotion the following month. Meanwhile, the analytics dashboard tracks which channel drove the most conversions, which store locations generated the highest engagement, and which customer segments responded best.

This is omnichannel engagement in action: each channel supports the others, data flows between them, and the customer experiences a coherent brand relationship rather than disconnected messages.

Five Steps to Build Your Omnichannel Engagement Plan

If you are building or refining your omnichannel engagement strategy, here is a practical framework to follow.

Step one: audit your current channels. Map every touchpoint where consumers interact with your brand — website, app, social, email, SMS, in-store, events, third-party retailers. Identify where data is captured and where it is not. The gaps are your biggest opportunities.

Step two: unify your customer data. Omnichannel engagement depends on a single view of the customer. This means connecting your CRM, POS, email platform, and promotional tools so that a loyalty member is recognised whether they are shopping online, entering a competition, or visiting a store. A customer data platform or an integrated promotional technology partner like Trevor Services can handle this orchestration.

Step three: define your channel roles. Not every channel should do everything. Assign clear roles: email for nurture and storytelling, SMS for urgency and transactions, push for real-time relevance, and in-store for experience and acquisition. This prevents channel conflict and message fatigue.

Step four: automate based on behaviour, not calendars. The most effective omnichannel strategies are triggered by what customers do, not when your marketing team schedules a campaign. Set up automated flows for key moments: welcome, post-purchase, cart abandonment, milestone rewards, and win-back. Trudy’s predictive intelligence can identify the optimal timing and channel for each customer interaction.

Step five: measure across channels, not within them. The biggest mistake in omnichannel is measuring each channel in isolation. A customer might discover your brand through Instagram, receive an SMS offer, and convert in store. Attribution needs to account for this cross-channel journey. Real-time analytics dashboards that track the full path to conversion — the kind Trevor Services builds for promotional campaigns — give you the complete picture.

Getting Started

Omnichannel engagement is not about being everywhere at once. It is about being connected wherever you are. Australian consumers expect seamless experiences, and the brands that deliver them will win on retention, lifetime value, and advocacy.

The good news is you do not need to overhaul everything overnight. Start with your highest-value customer segment, connect two or three channels around a single campaign, and measure the results. Then expand from there.

Ready to build an omnichannel engagement strategy that connects your promotions, loyalty programs, and analytics? Talk to the team at Trevor Services.

Real Time Data and Predictive Analytics

Real time data and predictive analytics help brands run smarter promotions, reduce risk and improve campaign ROI with faster decisions.

melissa In Loyalty & Rewards

AI-Driven Loyalty Personalisation: What Brands Need Now

Loyalty programs have long been a cornerstone of customer retention, but the old earn-and-burn model is losing its edge. Australian consumers now expect brands to know them, anticipate their needs, and deliver rewards that feel genuinely relevant. The catalyst making this possible at scale? Artificial intelligence.

In this article, we explore how AI-driven personalisation is reshaping loyalty programs across Australian retail, hospitality, and FMCG sectors, and what marketing leaders need to do to keep pace in 2026.

What Is AI-Driven Loyalty Personalisation?

AI-driven loyalty personalisation refers to the use of machine learning, predictive analytics, and real-time data processing to tailor every aspect of a loyalty program to individual members. Rather than offering the same catalogue of rewards to every customer, AI enables brands to personalise the products recommended, the rewards offered, and even the actions required to earn them.

This goes well beyond inserting a first name into an email. True AI personalisation analyses purchase history, browsing behaviour, location data, and engagement patterns to deliver offers that resonate with each customer’s preferences and habits. The result is a loyalty experience that feels curated rather than generic.

Why Personalisation Has Become Non-Negotiable

Consumer expectations have shifted dramatically. Research shows that around three-quarters of shoppers now expect personalised experiences from the brands they engage with, while 60 per cent report frustration when offers feel irrelevant to them. For loyalty program operators, this means a one-size-fits-all approach is no longer just suboptimal; it actively drives disengagement.

The commercial case is equally compelling. Companies implementing AI-powered retention strategies report up to a 30 per cent decrease in churn rates and a 50 per cent increase in customer lifetime value. Early adopters of AI in loyalty contexts are seeing 41 per cent better retention metrics than those yet to invest, according to 2026 industry benchmarks.

For Australian brands competing in increasingly crowded markets, these numbers represent a significant competitive advantage that cannot be ignored.

How AI Personalisation Works in Practice

Understanding the mechanics helps demystify the technology. Here are the core ways AI transforms loyalty program delivery.

Predictive Offer Targeting

Rather than blasting the same promotion to every member, AI models analyse individual purchasing patterns to predict which offers will drive action. A customer who consistently buys premium coffee beans receives a targeted reward for a new single-origin blend, while a price-sensitive shopper gets a compelling discount on their regular purchase. The offer, the reward value, and the earning mechanic are all tailored.

Real-Time Engagement

AI enables what loyalty experts call “in-the-moment” experiences. As a member browses an app or walks into a store, the system can serve contextually relevant offers in real time. This shift from batch-and-blast to real-time responsiveness creates a loyalty experience that feels dynamic and attentive rather than static and predictable.

Churn Prediction and Prevention

Perhaps the most valuable application is identifying members at risk of lapsing before they disengage. AI models can detect subtle behavioural signals, such as declining purchase frequency, reduced email engagement, or smaller basket sizes, and trigger targeted re-engagement campaigns automatically. Platforms like Trudy from Trevor Services use predictive intelligence to surface these at-risk segments, enabling marketing teams to intervene with precision rather than guesswork.

Dynamic Reward Optimisation

AI continuously tests and optimises reward structures based on member response data. Instead of relying on quarterly reviews and manual adjustments, the system learns which reward types, values, and redemption mechanics drive the strongest response from different customer segments, then adjusts accordingly.

The Shift from Transactional to Relational Loyalty

One of the most significant trends in 2026 is the move away from purely transactional loyalty models toward relational ones. Traditional programs focused almost exclusively on purchase frequency: spend more, earn more points, redeem for discounts. While straightforward, this approach creates little genuine brand affinity.

AI-powered personalisation enables a fundamentally different relationship. Programs can now recognise and reward a broader range of engagement behaviours, from writing reviews and referring friends to attending events and engaging with branded content. The program becomes less about transactions and more about building an ongoing relationship with the brand.

Leading programs in the Asia-Pacific region are delivering seamless, end-to-end customer journeys across digital, in-store, and partner ecosystems while creating genuine emotional engagement. The top-performing programs achieve 7.2 times return on investment through increased purchase frequency, larger basket sizes, and reduced churn.

What Australian Brands Should Prioritise

For marketing managers and heads of loyalty looking to implement or upgrade AI-driven personalisation, several priorities stand out.

Invest in First-Party Data Infrastructure

AI is only as good as the data it learns from. Brands need robust systems for collecting, unifying, and activating first-party customer data across all touchpoints. This means investing in customer data platforms (CDPs) that consolidate online and offline interactions into a single member profile. Without clean, comprehensive data, even the most sophisticated AI will underperform.

Start with High-Impact Use Cases

Rather than attempting to overhaul everything at once, focus on the personalisation use cases that deliver the fastest return. Churn prediction, targeted offer optimisation, and personalised onboarding journeys are typically the highest-impact starting points. Trevor Services works with brands to identify these quick wins and build momentum before scaling to more advanced applications.

Balance Personalisation with Privacy

Australian consumers are increasingly conscious of how their data is used. The most successful programs are transparent about data collection practices and give members meaningful control over their preferences. Personalisation should feel helpful, not intrusive. Brands that get this balance right build trust alongside engagement.

Measure What Matters

Move beyond simple enrolment numbers and point redemption rates. AI-driven programs should be measured on customer lifetime value, engagement depth, churn reduction, and incremental revenue per member. Industry data shows that 92.7 per cent of loyalty program owners report positive returns, with an average ROI of 5.3 times, but only when they track the right metrics and optimise accordingly.

The Role of Generative AI in Loyalty

Looking ahead, generative AI is opening new frontiers for loyalty personalisation. Enterprise adoption of generative AI is expected to exceed 80 per cent by 2026, enabling capabilities like automated content personalisation, conversational loyalty interactions, and hyper-personalised member communications at scale.

For loyalty programs, this means the ability to generate personalised reward descriptions, create tailored member communications, and even design individualised challenges and gamification elements, all without manual intervention. Younger demographics are particularly receptive: 55 per cent of Gen Z and 53 per cent of Millennials say they are more likely to join a loyalty program that uses AI to enhance their experience.

Getting Started with AI Loyalty Personalisation

The gap between brands using AI in their loyalty programs and those relying on traditional approaches is widening rapidly. The technology is no longer experimental; it is delivering measurable, proven results across Australian retail, hospitality, and FMCG sectors.

The key is to start with a clear strategy, invest in the right data foundations, and partner with specialists who understand both the technology and the Australian market. Whether you are launching a new program or evolving an existing one, AI-driven personalisation is the capability that will define competitive loyalty programs in the years ahead.

Want to explore how AI-powered personalisation can transform your loyalty program? Talk to the Trevor Services team about building a smarter, more responsive member experience.

Retail Media Networks in Australia: What Brands Need to Know

Australian retail media is no longer an emerging channel — it is a mainstream advertising powerhouse. With Cartology and Coles 360 collectively approaching one billion dollars in annual ad revenue, and retailers like Wesfarmers and Metcash rapidly expanding their own networks, brands that ignore retail media in 2026 risk falling behind competitors who are already capitalising on its precision and scale.

This guide breaks down what retail media networks are, why they matter for Australian brands, and how to build a strategy that delivers measurable returns.

What Is a Retail Media Network?

A retail media network (RMN) is an advertising platform owned and operated by a retailer. It allows brands to purchase ad placements across the retailer’s digital and physical properties — including websites, apps, in-store screens, email newsletters, and even third-party platforms — using the retailer’s first-party shopper data for targeting.

Unlike traditional digital advertising, which relies on third-party cookies and probabilistic audience matching, retail media uses deterministic data. When a shopper scans their Everyday Rewards card or Flybuys card, the retailer knows exactly what they bought, when they bought it, and how often they return. That purchase data becomes the foundation for ad targeting that is significantly more precise than what Google or Meta can offer in a cookieless environment.

Why Retail Media Networks Are Growing in Australia

Several forces are driving the rapid expansion of retail media across the Australian market.

First, the deprecation of third-party cookies has forced brands to seek advertising channels built on consented, first-party data. Retailers sit on enormous loyalty databases — Woolworths’ Everyday Rewards programme has over 14 million members, while Coles’ Flybuys reaches millions more — making them natural partners for brands seeking privacy-compliant audience targeting.

Second, retail media offers something most digital channels cannot: closed-loop attribution. Because the retailer controls both the ad platform and the point of sale, brands can directly measure whether an ad impression led to a purchase. This level of measurement clarity is particularly valuable for FMCG and CPG brands that have historically struggled to connect upper-funnel activity to in-store sales.

Third, retailers themselves are motivated. Advertising revenue carries significantly higher margins than grocery sales, creating a powerful financial incentive to invest in and expand media capabilities. According to industry estimates, Australian retail media spend is on track to reach $2.8 billion by 2027, up from roughly $1 billion in 2022.

The Major Australian Retail Media Players

Understanding the landscape means knowing who the key players are and what they offer.

Cartology (Woolworths Group) is arguably the most advanced retail media network in Australia. With revenue growth exceeding 29 per cent in recent reporting periods, Cartology offers brands access to over 20,000 in-store digital screens, app-based video ads, sponsored product placements on Woolworths.com.au, and off-site audience extension through programmatic partnerships. Their data asset — built on the Everyday Rewards loyalty programme — provides granular purchase-level targeting.

Coles 360 has invested heavily in catching up, reporting consistent double-digit growth. A notable innovation is their integration of Snapchat’s Promoted Places feature, allowing brands to serve proximity-based ads on the social platform’s map when shoppers are near a Coles store. Coles 360 also recently partnered with Criteo to power its on-site retail media, bringing sophisticated programmatic capabilities to the platform.

Metcash is building retail media capabilities across its IGA network, while Australia Post is leveraging its logistics data and physical network to offer unique advertising opportunities. Meanwhile, Endeavour Group has partnered with Criteo to launch its own retail media offering across BWS and Dan Murphy’s.

How Retail Media Connects to Promotional Marketing

For brands running promotional campaigns — competitions, instant-win mechanics, purchase-to-enter offers, or loyalty earn-and-burn activations — retail media networks offer a particularly compelling distribution channel.

Consider a practical example: a beverage brand launches a purchase-to-enter competition where buying any two products from the range enters the shopper into a prize draw. Traditionally, the brand would rely on point-of-sale materials and broad digital advertising to drive awareness. With retail media, the brand can target shoppers who have previously purchased from the category, serve them a sponsored product ad at the moment they are browsing the relevant aisle online, and then measure exactly how many incremental purchases the campaign generated.

This is where platforms like Trevor Services’ Trudy come into play. By connecting promotional campaign data with retail media performance metrics, brands can build a complete picture of campaign effectiveness — from ad impression through to promotional entry and redemption. That level of attribution turns promotional marketing from an art into a science.

Building a Retail Media Strategy: Five Steps for Australian Brands

Getting started with retail media does not require a massive budget, but it does require strategic thinking. Here are five steps to build a foundation.

1. Audit your retailer relationships. Start with the retailers where you have the strongest sales presence. Your existing trade relationships and category performance data will help you negotiate better placements and understand which audiences to target.

2. Define clear objectives and KPIs. Retail media can serve multiple goals — driving trial of a new product, increasing basket size among existing buyers, or defending share against a competitor launch. Be specific about what you want to achieve before allocating budget, and align your KPIs accordingly. Common metrics include return on ad spend (ROAS), incremental sales lift, new-to-brand buyer acquisition, and cost per acquisition.

3. Start with sponsored products. On-site sponsored product listings are the entry point for most brands. They are relatively straightforward to set up, deliver strong ROAS, and generate valuable performance data you can use to optimise future campaigns.

4. Layer in promotional mechanics. Once you have a baseline of always-on retail media activity, layer promotional campaigns on top. A well-timed competition or loyalty points multiplier, amplified through the retailer’s media network, can generate significant spikes in both sales and engagement. Trevor Services specialises in designing these promotional mechanics to work seamlessly alongside your media investment.

5. Invest in measurement infrastructure. The brands getting the most from retail media are those treating it as a data source, not just an ad channel. Ensure you have the analytics capability to ingest retail media performance data, connect it to your broader marketing mix, and use the insights to inform future planning.

Common Pitfalls to Avoid

Retail media is powerful, but it is not without challenges. One common mistake is treating retail media budgets as simply a reallocation of trade spend. While there is overlap, retail media is a distinct capability that requires its own strategy, creative assets, and measurement framework.

Another pitfall is over-reliance on a single retailer’s network. Just as you would diversify your media mix across channels, consider spreading retail media investment across multiple retailers to reach different shopper segments and avoid dependency on one platform’s data.

Finally, do not neglect the creative. Retail media placements often appear alongside products and pricing information, so your creative needs to work in that commercial context. Generic brand awareness messaging tends to underperform compared to specific, action-oriented creative that gives the shopper a reason to add the product to their basket right now.

What Comes Next for Retail Media in Australia

The next phase of retail media in Australia will be defined by three developments. First, artificial intelligence will drive smarter ad placement and audience segmentation, with algorithms assessing product page context, reviews, and recommendation modules to serve more relevant ads. Second, self-service platforms will mature, giving brands more control over campaign setup, optimisation, and reporting without relying on the retailer’s sales team. Third, retailers will increasingly integrate media, merchandising, and shopper experience goals — moving beyond simply selling ad inventory to creating genuinely useful brand-to-consumer connections.

For brands in the FMCG, retail, hospitality, and entertainment sectors, retail media networks represent one of the most significant shifts in the Australian marketing landscape this decade. The combination of first-party data, closed-loop measurement, and proximity to the point of purchase makes it a channel that delivers accountability at a level most traditional media simply cannot match.

Want to connect your promotional campaigns with retail media for maximum impact? Talk to the Trevor Services team about how Trudy can help you measure what matters.

How to Do Real Time Data Analysis Well

Learn how to do real time data analysis for campaigns, loyalty and promotions with faster decisions, cleaner data and measurable ROI.

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