“In 2025, retail is accelerating its transformation, driven by the rise of  artificial intelligence (AI), data, and the omnichannel experience.

Far from being mere trends, these developments have become  strategic imperatives for companies looking to remain competitive in  a challenging economic environment and an ever-evolving market.

It is undoubtedly a year of (rapid) trade-offs but also one of strategic  innovation, with retail companies at a decisive turning point. The battle  will be won by companies that can innovate quickly through technology

while maintaining a balance between personalization, long-term  engagement, and profitability.

Companies that successfully navigate these demands will secure long term success in a complex and diverse market. Another key challenge  will be integrating data protection, which now plays a central role.“

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.