Retail Store 2025+: Heading into the Future of Brick-and-Mortar Retail
The future of brick-and-mortar retail lies in the symbiosis of technological innovation, increased efficiency, and a clear focus on customer experiences. At RETAIL NXT 2023, Dr. Robert Zores (CDIO, REWE Digital) and Thorsten Schmalbach (Vice President, Capgemini Invent) presented their vision for the Retail Store 2025+ – an inspiring journey into the world of tomorrow’s retail.
The Store as Innovation Lab
While technological advancements have transformed physical retail in recent years, we are only at the beginning of a new era. Not every innovation has made a breakthrough: autonomous stores, augmented reality, and other concepts have faced challenges such as high investment costs or low demand. Nevertheless, Zores and Schmalbach are convinced: technological progress will shape the store of the future – the question is not if, but how fast.
One example of bold experimentation is the pop-up store operated by Capgemini in London. Technologies such as shoppable screens, connected packaging, and augmented reality are tested there in real shopping situations. The flexible format allows for rapid innovation cycles – a key advantage in an ever-changing market.
Four Pillars of the Store of the Future
- Purpose: The store must be more than just a place of commerce. It should fulfill specific needs – whether sustainability, healthy nutrition, or a seamless shopping experience.
- Personalization: Customer experiences are elevated through personalized offers and interactions. The goal is to transfer the standard of digital channels into the physical environment.
- Automation: Efficiency and cost savings are essential. Automation technologies like AI-powered inventory management or autonomous checkout reduce manual processes and create space for better customer service.
- Augmentation: Technologies like augmented reality (AR) support both customers and employees – from product recommendations at the shelf to simplified warehouse management.
Technology as the Key to Innovation
The REWE Digital Concept Store, opened in Cologne in 2021, is a prime example of the integration of technologies like sensor fusion and post-detection. These enable seamless, personalized shopping experiences – from app-based check-in to cashierless checkout.
A standout feature: Dynamic Pricing, where prices are adjusted based on factors such as product shelf life or demand to reduce food waste. The challenge? Customer acceptance and data protection requirements – an area in which REWE is pioneering with its cooperation with 16 data protection authorities across Germany.
Moving Forward Together
A key message from both speakers was the importance of partnerships. Innovations such as a comprehensive Store Operating System (Store-OS) require collaboration between retailers, startups, and technology providers.
“Brick-and-mortar retail faces complex challenges that we can only solve together,” said Zores. “Let’s be bold and shape the future – together.”
Conclusion:
The Retail Store 2025+ will be more than just a sales floor – it will be a dynamic ecosystem combining technology, customer needs, and operational efficiency. The time for bold innovation is now – and RETAIL NXT remains the meeting place for everyone who wants to drive this transformation forward.
