Omnichannel: The Key to Global Retail Transformation
Londen, woensdag, 2 juli 2025.
During the World Retail Congress in London, crucial retail trends emerged that are fundamentally reshaping the sector’s future. The central message is the rise of the omnichannel strategy, with retailers worldwide focusing on integrated sales channels that seamlessly connect different customer touchpoints. This strategic shift emphasises the importance of flexible, customer-centric concepts that can respond to rapidly changing consumer needs. The key point is the necessity of intelligently combining technology, physical and digital spaces, with customer experience at the centre. Retailers must not only sell, but also create a coherent, personalised journey that meets the expectations of the modern consumer.
Global Retail Strategy: The Rise of Omnichannel
Retailers worldwide are transforming their business models through the advance of omnichannel strategies. Mobile wallets play a crucial role in this evolution, with 73 percent of e-commerce checkouts in Asia-Pacific now processed through mobile platforms [4]. The focus is on integrated sales channels that seamlessly connect digital and physical spaces [1][3].
Technological Innovation in Retail
Generative AI and conversational commerce are redesigning the frontline of retail experiences. Companies like Aesop have embraced this by expanding their global presence to 400 boutiques, with each location digitally equipped for direct procurement possibilities [4]. The retail sector is also seeing a shift towards ‘composable engagement stacks’ that enable real-time customer journeys [4].
Challenges and Strategic Responses
Retailers are facing challenging conditions, such as increased customer acquisition costs. In response, smart brands are now using physical stores as new customer acquisition channels [4]. Moreover, the sector is struggling with enormous return costs, which amount to almost $900 billion per year [4].