“After a phase of rebellion to protect the purchasing power of a consumer more than ever in difficulty in a context of price wars and cost battles, new retail is becoming the norm. Uncertainty is becoming a habit to be reckoned with.

New retail is now imposing its own standards: digitalization, omnichannel, unified commerce, hyper-personalization, proximity, sustainable business models… have become unavoidable.

We can see that the trends of 2023 have asserted themselves in 2024, and that the most important evolutions stem from the integration of AI and the framework imposed by the circular economy.“

Sandrine Préfaut, General Manager Europe, Locala

In the fourth edition of its “Retail Insights” barometer, Locala takes a closer look at retail trends in Europe, and deciphers all those changes that are shaking up the sector.