This is the last of a three-part series on how data streaming helps retailers adapt and thrive in the ever-shifting retail landscape. Click through for Part 1 and Part 2. 

We’ve previously discussed how data streaming can transform retail operations and enhance in-store experiences – but what about online retail, which made up 16.8% of Australia’s retail spend in 2024? Online shopping in Australia has seen a steady 1.4% year-on-year growth since 2019, resulting in a never-ending wealth of e-commerce data such as customer, transactional, web traffic, and product data that’s increasing in volume every year, in accordance to ever-shifting consumer habits and shopping preferences.

In this data-rich landscape, retailers have an opportunity to unlock insights that elevate omnichannel operations and proactively respond to emerging consumer demand. However, achieving this will require real time data processing and analysis capabilities, like that provided by data streaming. We’ll dive into how data streaming is poised to elevate retailer-customer interactions and more.

Changing the game for online retail

Most customers now start their shopping journeys online – researching products, reading user reviews, and comparing prices before ever setting foot in a store. Retailers that are able to track customers as they progress through this journey have the competitive advantage of capturing attention with time-limited offers and personalized recommendations – potentially turning casual browsers into delighted and loyal customers.

The challenge is that no two customer journeys are identical. Fortunately, online interactions generate vast amounts of data that retailers can leverage and turn into valuable insights with data streaming technology. By processing and analyzing hundreds or even thousands of data streams in real time, retailers can create a unified, up-to-date view of each customer in their database, enabling smarter decisions and a truly personalized shopping experience.

This approach gives retailers clear insights into where to invest time and resources for tangible results, replacing the uncertainty that often surrounds digital retail. With real-time visibility into customer interests and search behaviors, retailers can make their engagement efforts more relevant—from targeted product marketing campaigns to personalized, automated emails.

More than that, it gives retailers a shot at designing a truly seamless omnichannel experience. Retailers can use data streaming to process, store, and enrich customer data into formats that are consumed by other systems and solutions across the retail organization. For instance:

  • Auto-populating checkout fields with stored customer data to streamline the purchase process and reduce friction, minimizing the risk of cart abandonment.
  • Integrating customer geolocation with supply chain data to offer flexible fulfillment options like in-store or curbside pickups, enhancing customer convenience.
  • Connecting e-commerce and supply chain data to enable seamless inventory management, such as real-time stock checks, automated restock requests, and timely product availability updates to keep customers informed.
  • Analysing customer behavior trends to prepare for peak shopping periods, like Black Friday and Cyber Monday, ensuring popular products are sufficiently stocked to maximize sales and revenue.
  • Coordinating product return data with supply chain logistics to facilitate smooth product restocking and re-circulation during high-demand retail periods, improving the customer experience and operational efficiency.

Powering true omnichannel experiences

In other words, data streaming equips retailers to harness the full potential of their data where it counts, enabling real-time analysis across devices, channels, and platforms instead of relying on traditional batch processing. By connecting every part of the retail ecosystem to the same live data streams, retailers can offer a truly seamless omnichannel experience.

Picture this: Cameron, a customer, has bookmarked several items ahead of a retailer’s Black Friday sale. Leveraging data streaming, the retailer uses Cameron’s browsing history to send timely, personalized notifications via email and social media, alerting him when these items go on sale. Unfortunately, during the sale, some items sell out online. With real time processing and integration of data across the supply chain, store inventory, and geolocation systems, the retailer is able to notify Cameron that their desired items are still available at a nearby store.

Delighted, Cameron places the order for those items and is presented with several fulfillment options that match his location – same-day delivery, in-store, or curbside pickup. Eager to have his items right away, Cameron chooses in-store pickup. Upon arrival, he’s greeted by name, and his items are ready, thanks to data streaming that sent his order and customer details to the store in advance. Cameron skips a repetitive checkout process, enhancing their experience and satisfaction through a streamlined, personalized interaction.

The above is just one example of how data streaming bridges the gap between digital and physical touchpoints, allowing retailers to deliver a seamless, unified customer experience. As competition intensifies and customer expectations rise, such capabilities will be essential to help retailers stand out. Increasingly, data streaming will become a must-have for retailers looking to leverage their data’s full potential for innovation and a competitive advantage.

Simon Laskaj is regional director for Australia & New Zealand at Confluent.