The new era of smart retail: data at the service of the customer

November 13, 2025

In today’s retail landscape, success is no longer defined solely by product or price, it lies in the quality of the shopping experience. Consumers expect brands to understand their needs, anticipate their desires, and deliver seamless, relevant, and personalized interactions.

In this context, data becomes the driving force behind this transformation.

Understanding to personalize: the power of behavioral data

Every customer interaction, whether a web search, an in-store visit, or a post-sales inquiry, generates valuable insights. Behavioral data offers a window into how consumers truly engage with brands.

For example:

Some customers shop online but prefer in-store pickup.
Younger shoppers tend to make purchases late at night or via mobile devices.
Others value speed and convenience, opting for contactless payments or instant delivery.

By analyzing these patterns, retailers can adjust their services, operating hours, product assortments, and even merchandising strategies to better align with the real habits and preferences of each segment.

■ According to Capgemini’s Consumers demand generative AI integration into shopping experiences (2025) report, 71% of consumers want generative AI integrated into their shopping experiences, and 58% have already replaced traditional search engines with AI-based tools for personalized recommendations, highlighting the growing need to incorporate these technologies into the smart retail ecosystem.

From observation to anticipation: a proactive experience

Predictive models take it one step further. Through advanced analytics and machine learning, retailers can anticipate future customer needs.

Using foot traffic data, for instance, predictive models can help schedule staff shifts during peak hours, organize gym classes based on expected attendee profiles, or tailor promotions to fit the customer segments likely to visit each day of the week.

Connecting the physical and digital worlds

The integration of online and in-store data paves the way for truly omnichannel experiences:

Integrated loyalty and CRM systems allow customer recognition across all touchpoints.
Computer vision and AI help analyze traffic flows, dwell time, and product or zone preferences.
Mobile apps and interactive kiosks enhance the experience with real-time recommendations or personalized promotions.

The result is a seamless and consistent experience, regardless of where or how the customer interacts with the brand.

Use case: leveraging advanced analytics to enhance the omnichannel retail experience

A retail chain with both physical stores and an online presence set out to improve customer experience and operational efficiency. The lack of connection between in-store and digital data made it difficult to understand true consumer preferences or predict demand accurately.

By implementing an advanced analytics solution powered by AI and computer vision, the company began analyzing behavioral patterns, in-store traffic flows, and online shopping habits to deliver a personalized and consistent experience across all channels.

The company achieved:

Increased sales through real-time personalized recommendations and promotions.
Reduced surplus inventory by predicting demand based on location and customer profiles.
Higher satisfaction and loyalty by offering a smooth, consistent experience across both physical and digital environments.

—The result was greater operational efficiency and a closer, more relevant relationship with customers, driven by data-based decision-making.

Data as the backbone of human connection

While data is often associated with algorithms and technology, its ultimate purpose is deeply human: to better understand people and deliver greater value. By gaining deeper insight into their customers, brands can build stronger, more meaningful relationships, crafting unique experiences, creating spaces for interaction, and fostering a sense of community.

Delivering value beyond price through memorable experiences and emotional connections is increasingly critical, as retaining loyal customers becomes more challenging.

In the new retail landscape, data not only drives sales—it builds trust and humanizes the shopping experience.

Ultimately, data not only optimizes sales performance but also strengthens trust. And in an increasingly saturated market, that trust is the most valuable asset.