Marketing

The future of shopping in retail: What to expect in the next 10 years

Shopping journeys are becoming increasingly fragmented. Today’s consumers are influenced by multiple and often simultaneous touchpoints. To stay competitive, retailers must adapt and prioritize seamless, omnichannel experiences that engage customers wherever they are on this journey.

Photo: Generated by AI. Adobe Stock.

June 18, 2025 by James Robins — Chief Marketing Officer, Yodeck

Retail has transformed significantly in recent years — and the pace will only accelerate. Over the next decade, technology will redefine how consumers discover, interact with, and ultimately purchase from brands.

Shopping journeys are becoming increasingly fragmented and less linear. Today's consumers are influenced by multiple — and often simultaneous — touch points, including social media, reviews, personalized marketing, influencers, in-store browsing and more. To stay competitive, retailers must adapt and prioritize seamless, omnichannel experiences that engage customers wherever they are on this journey.

The store of the future will evolve beyond being a place to buy — it will be a hub for engagement, storytelling, and connection. In this article, we'll explore three significant trends that will shape the future of retail over the next 10 years.

1. Extending the consumer buying journey

Over the next decade, consumers will increasingly seek more engaging shopping experiences driven by dynamic, personalized digital content that reinforces the messaging and information that customers have already seen online and on social media.

With the right technology, traditional retail spaces can be transformed into immersive environments that attract customers and enhance the likelihood of purchases.

For instance, advanced digital display solutions can revolutionize how retailers communicate with customers and showcase their brands in-store. With these tools, businesses can create, deploy, and manage dynamic content across various displays, including interactive kiosks, touchscreens, shop window signage, inspiration and social media walls, wayfinding displays, sales signage, and more.

Studies show that digital signage can enhance audience understanding of information by up to 400%, and 85% of consumers are more likely to shop at stores that feature digital signage.

By integrating touchscreen support, retailers can create immersive digital experiences that engage customers in both physical and virtual environments. An interactive kiosk allows shoppers to browse a product catalog on a touchscreen display, receive instant recommendations based on their choices, and check real-time availability of different colors or sizes. This immediate feedback enhances the shopping experience by providing customers with more information at their fingertips, making their journey smoother and more enjoyable.

Digital signage is a powerful tool that seamlessly integrates into other business strategies, ensuring that content works harder to engage customers, optimize operations, and drive sales: in fact, 80% of brands have increased their sales by as much as 33% by adopting immersive digital signage strategies.

2. Growing demand for real-time personalization

Modern consumers are inundated with purchasing options, making it challenging for retailers to stand out. To cut through the noise, brands are increasingly focused on real-time personalization, shifting away from purely transactional interactions to build more meaningful connections with customers.

In fact, one study found that 76% of consumers feel frustrated by impersonal shopping experiences, underscoring the need for personalization in user engagement.

AI is making it possible for retailers to personalize like never before. AI algorithms analyze past spending habits and preferences to create detailed user profiles. These systems can then provide customized information and recommendations that align with individual interests, taking into account factors such as past purchases, loyalty points, shopping budgets, and more.

And when you incorporate sensor technology, the in-store real-time personalization experience is further elevated. Together, AI and sensors can track how customers navigate the store and deliver real-time, personalized content, such as targeted advertisements and promotions, on connected digital signage as they walk by.

By creating shopping experiences as unique as fingerprints, personalized AI-generated content can lead to higher conversion rates, enhancing customer satisfaction and loyalty. A study by Accenture found that 91% of consumers are more likely to shop with brands that offer relevant recommendations and promotions.

3. Bridging the digital-physical retail divide

Today's shoppers expect a seamless and personalized experience across both digital and physical channels. They might research products online, visit a store to try them, and then complete the purchase through an app or website. Integrated technology and smooth synchronization ensure an effortless transition between these channels.

What will this look like in the next 10 years? Innovative technologies, including intelligent point-of-sale systems, smart mirrors, digital signage, and interactive apps, are shaping the future of brick-and-mortar retail. These tools help shoppers navigate a guided digital journey, enhancing their in-store engagement.

When a shopper who has previously liked an item online enters a store, geofencing-enabled mobile apps or innovative point-of-sale systems that use consent-based facial recognition can identify them and notify store associates of their presence. This allows retailers to engage with customers effectively, directing them to their liked or wish-listed items and even preparing those items for review or fitting, ensuring a seamless and personalized shopping experience.

Meanwhile, in the fitting room, touchscreen-enabled smart mirrors allow shoppers to select different sizes or colors, as well as receive AI-powered recommendations for matching items or accessories. When they're ready to buy, shoppers can use their smartphones to scan items and pay directly through the retailer's app.

By integrating digital convenience with physical interactions, retailers can enhance personalization, create frictionless shopping experiences, and revolutionize the retail landscape.

The future of shopping in retail is here

The fusion of digital precision and in-store sensory experiences is transforming the way consumers shop. Forward-thinking retailers that invest in innovative technologies will lead this transformation, redefining how customers discover, interact with, and select purchases.

Those who embrace these advancements will set new standards, delivering an immersive, personalized, connected experience that drives loyalty and sales.

About James Robins

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