Retail Tech Marketplace 2025 brought together Australia’s most progressive retail and technology leaders for a day focused on innovation, customer experience and future growth. With themes spanning AI, data, loyalty, omnichannel integration and retail media, the event challenged brands to move from strategy to execution. Within this context, the panel “Beyond the Checkout: Redefining Your Retail Journey” brought together two industry voices: Mick O’Brien, Head of Commercial ANZ at Rokt and Carina Anderson, Head of Growth at Naked Wines, to explore how retailers can transform the checkout from a transaction endpoint into a launchpad for personalisation, loyalty and incremental revenue.
Checkout is just the beginning of engagement
The panel emphasised that the transaction moment is now a launchpad for ongoing engagement.
The checkout, however, is just the beginning of the customer relationship and an opportunity to drive ongoing engagement and loyalty,” Mick O’Brien explained.
Carina Anderson shared how Naked Wines Australia treat the post-purchase moment as a key engagement point, offering loyal customers tailored wine club memberships or exclusive bundles to continue their journey. These personalised offers have driven more club sign-ups and stronger ongoing engagement, especially among new customers.
Mick O’Brien added that across Rokt’s network, relevant post-purchase experiences powered by first-party data can significantly increase repeat engagement and lifetime value.
Examples such as THE ICONIC’s soon to launch “Front Row” loyalty program – designed to reward repeat purchases with VIP experiences while also opening new retail media opportunities – reinforce how brands are reimagining loyalty beyond checkout.
First & zero-party data build loyalty and community
Both speakers underscored that first and zero party data is crucial for deepening customer relationships. Carina Anderson explained that Naked Wines Australia relies on these data sources to create relevance while maintaining authenticity: “Customers want to be known and valued. Inviting them into the decision-making process builds community authentically.”
Through mechanisms like wine ratings, quizzes and community forums, Naked Wines Australia encourages customers to voluntarily share preferences, creating a rich dataset that fuels tailored recommendations. This fosters loyalty and transforms customers into “Angels” who not only purchase wine but also directly support winemakers, deepening the sense of connection.
Retail media: from buzzword to business driver
The discussion also highlighted retail media’s rise as a Profit lever. Carina Anderson described it as “crucial for brands to survive,” while Mick O’Brien outlined how ancillary revenues at checkout – from upsells to ads – can account for additional revenue in some ecommerce sectors.
At the transaction moment, customers are most engaged and receptive to relevant offers, with AI and real-time data driving 20–30% uplift in conversion rates and up to 5× improvements when first-party data is leveraged.
This opportunity extends beyond digital. Mick O’Brien pointed to David Jones’ omnichannel “Yellowstone” campaign, which blends in-store displays and experiential activations with digital content to drive traffic and sales. Similarly, Naked Wines Australia is exploring QR activations at tasting events to tie real-world interactions back to online journeys.
Omnichannel experiences in action
Naked Wines brings its community to life through wine tastings and winemaker events, offering “Angels” exclusive in-person experiences while using digital tools like QR codes to extend these moments online.
Mick O’Brien emphasised that this blending of offline and online touchpoints, powered by loyalty data and AI, is where the industry is heading. Every interaction – from scanning a bottle to attending an event – becomes part of a continuous, relevant journey.
Privacy-first relevanct
Finally, the panel addressed the deprecation of third-party cookies and the need for privacy-first solutions. O’Brien explained that Rokt only leverages the data retailers choose to share – data that remains fully owned and controlled by the retailer – to personalise offers during the checkout and post-purchase windows.
Carina Anderson echoed the importance of a consent-driven approach, where customers willingly provide data in exchange for more relevant experiences. Naked Wines’ investments in first & zero-party data strategies, like interactive wine education content and quizzes, ensure relevance happens without compromising trust.
Key takeaways
Savvy retailers view the transaction as a starting point, not an endpoint. Every moment after checkout is an opportunity to deliver value, build loyalty and unlock new revenue streams. As Carina Anderson summarised,
Invest in the customer journey after checkout. Use data and partnerships to make every interaction valuable – whether it’s online, in-store or at an event.”
Mick O’Brien closed with a forward-looking statement: “The future belongs to those who see the transaction as a starting point, not an endpoint.”
Discover how Rokt can help you turn transactions into meaningful customer journeys.
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