In recent years, consumer trust in the Australian retail industry has plummeted, a trend driven by price manipulation, shrinkflation and a lack of transparency. Economic challenges such as rising inflation, shrinkflation and supply chain constraints have only served to heighten consumer scepticism towards the entire retail industry. This, however, doesn’t diminish the vast impact the overall retail industry has on the Australian economy, accounting for hundreds of billions of dollars annually.

Amidst the turmoil, we explore some key public relations strategies that retailers can employ to bring the retail industry back to the golden age it once enjoyed. 

Objectifying Retail PR

Three key objectives exist when using PR to elevate a retail business: building awareness, driving consumer traffic and lending trust and credibility.

Building awareness around a retail brand comes from raising the profile of the retailer in the eyes of its target audience, with strong and compelling messages being communicated through both traditional and digital media platforms. Once brand awareness has been heightened, keeping the brand in the public discourse though repeated media coverage will drive both in-person and online traffic to the retailer.

The final objective of retail PR is trust and credibility built through consistent and compelling media coverage. This in turn fosters long lasting repeat business and positive brand associations.

The Core Challenges

Retailers in Australia are facing an uphill battle as public scrutiny intensifies in the face of the recent Australian Competition and Consumer Commission (ACCC) investigation into price gouging in the supermarket sector. This highlights the growing public demand for transparency, fair pricing, and consumer trust in retail brands.

With this in mind, three key challenges need to be addressed in order to rejuvenate the retail industry: managing customer expectations, retaining decision makers and staying ahead of industry trends.

Consumer behaviour is fickle and shifts rapidly, and thus it would behove retailers to monitor these patterns and react to changing expectations accordingly. The ACCC’s recent inquiry into supermarket pricing strategies, for instance, highlighted that consumer expectations are focused on fair, transparent and ethical business practices and this needs to be reflected in external messaging.

Secondly, with decision making consumers having a magnitude of options available to them, building strong relationships with these customers is essential. Authentic communication and a customer-first approach can help businesses retain their market share despite rising competition and public scrutiny.

Finally, keeping abreast of industry trends is emerging as a key challenge facing modern retailers. Trends evolve quickly and retailers must be poised to proactively adapt, rather than react, to industry trends. Retailers that align their image and messaging with trending themes will gain a competitive edge.

Proven Strategies for Success

As retailers emerge from what was a challenged 2024 and look ahead at 2025, there are three key strategies that will aide retailers in their quest to win back public trust and support: strong media relations, community engagement and collaborations with influencers.

Engaging with key journalists and publications will help generate a steady drumbeat of positive media coverage, driving brand credibility and consumer traffic. Similarly, fostering a strong sense of community through local events, customer interactions and other value driven initiatives will help in shoring up brand loyalty.

Finally, venturing into the influencer space and partnering with trusted influencer is a proven strategy to directly influence brand perception amongst key stakeholders. Having said that, long-term brand ambassador programs are more effective in maintaining sustained customer engagement.

The Bottom Line

Retail PR is growing rapidly, especially in an era where regulatory bodies like the ACCC are holding retailers more accountable than ever. Transparency, trust, credibility and strategic communication are no longer optional—they are essential for long-term success. Retail brands that proactively embrace these principles will not only survive but thrive in an increasingly scrutinised marketplace.