Following the Retail Tech Radar from the RETAIL NXT Conference 2024, which assessed the level of digitalization in the retail sector from a technological perspective, this year's RETAIL NXT study focuses on the lived reality: "Digital Technologies and Transformation in Retail" reveals how digitalization is perceived and implemented by managers, customer-facing employees, and consumers in Germany. The study was conducted in collaboration with the University of Münster and Case Western Reserve University in Cleveland. The session provides practical insights for future-oriented retail strategies.