In a rapidly evolving retail landscape, brands that use technology in service of the customer stand out.
Retail is under pressure. Customer expectations are changing fast: consumers want personalised experiences, meaningful interactions, and brands they can relate to — and trust. At the same time, they are becoming more critical about sustainability, transparency, and relevance.
But within that complexity lies an opportunity. By using technology and customer data smartly, retailers can fundamentally rethink and enhance their customer experience. From our work with brands and tools in Marketing Automation (MA) and Customer Data Platforms (CDPs), we see clear trends pointing toward a more human and future-proof approach.
Changing customer expectations call for a new approach
Retailers can no longer rely on good products or attractive promotions alone. The bar is higher. What customers really expect today:
• Hyper-personalisation: An experience tailored to their behaviour, preferences and context.
• Authenticity and transparency: Brands that show who they are and what they stand for.
• Seamless and flexible service: Smooth experiences both online and offline.
• Sustainability and awareness: Tangible steps towards a better world.
💡 73% of consumers actively look for discounts before buying.
💡 42% are members of at least one loyalty programme.
💡 8% avoid brands without a sustainability policy.
💡 40% of Gen Z set themselves ‘shopping bans’.*
*Numbers derived from Voyado Retail Radar 2025 insights.
The key: making customer data the foundation
A 360° customer view is becoming the foundation of relevance. Thanks to CDPs, more and more retailers are integrating customer data — from purchase history and browsing behaviour to service interactions — into one single environment.
This allows you to:
• Apply better segmentation
• Set up personalised campaigns
• Ensure consistent brand experiences across all channels
A single customer ID across all channels is no longer a luxury – it’s a necessity.
Hyper-personalisation as the new standard
AI technology is taking personalisation to an entirely new level. At Us, we’re actively experimenting with AI-generated, tailor-made emails within marketing automation flows. Think of:
• Personalised product recommendations based on transactions or behaviour
• Dynamic content tailored to individual interests
• Individual send times based on real-time engagement
AI and hyper-personalisation will be the retail norm within two years.
Loyalty is evolving: from collecting points to building connection
Customer loyalty is no longer built on discounts alone. The most impactful loyalty programmes create space for:
• Surprise & delight moments
• Saved sizes & preferences
• Exclusive content or events
• Proactive and meaningful communication
It’s about emotional connection, not just transactions.
Trust is the new currency
Consumers don’t share their data lightly. They want to understand:
• Why you collect it
• What you do with it
• What they get in return
That’s why being radically transparent, offering control, and creating visible value are essential.
Trust takes years to build – and seconds to lose.
6 best practices for a future-proof customer experience
1. Smartly integrate customer data
Centralise data from all touchpoints into one single customer profile.
2. Build communities, not just databases
Invest in events, interaction and co-creation to foster real engagement.
3. Make sustainability tangible
Demonstrate your commitment with visible initiatives.
4. Hyper-personalise on a behavioural level
Go beyond segmentation — use real-time insights to drive relevance.
5. Be transparent about data
Clearly explain what you collect and why.
6. Offer flexible services
Think ‘buy now, pay later’, click & collect, and easy returns.
The bottom line?
Retailers who use technology as a bridge to deeper relevance, trust, and emotional connection are ready for what’s next. Not by shouting louder, but by listening better — to their customers and their data.
