Retail Customer Experience: Trends, Best Practices, and Consumer Insights

The battle for customers in the retail sector is becoming increasingly fierce. Physical stores are competing both with neighboring retailers and the convenience of online shopping.

Accustomed to a variety of purchasing options, customers are no longer impressed by competitive prices and a wide product range alone. They also value flexible payment options, a welcoming in-store atmosphere, knowledgeable staff who can help them choose the right products, fast checkout service, and responsive after-sales support.

This article examines current trends in retail customer experience, provides practical strategies for improving the retail business, and explores lessons learned from authentic customer reviews on the PissedConsumer website.

What makes a good customer experience in retail

Ever since online shopping became a daily habit, customers at brick-and-mortar stores have expected the same level of convenience they enjoy on a website. If a customer can return an item with a single click online, they expect the in-store return process to be just as simple. In addition, a well-designed store layout creates a positive experience by helping customers quickly find the items they need and easily spot promotional offers.

Another key aspect of a good customer experience in retail is knowledgeable staff. When employees have a deep understanding of the products they sell, they can confidently advise customers. For example, associates at a footwear store can recommend the most comfortable shoes for walking in cold weather, while staff at an electronics store can help customers choose a gadget that best fits their existing technology ecosystem.

Finally, a store's unique design, combined with additional experiences – such as tastings at a gourmet cheese boutique or artist autograph sessions at a vinyl record store – encourages customers to leave their homes and enjoy a memorable shopping experience.

Retail customer experience trends for 2026

Success in the retail business depends on how well a company combines digital technologies with care and transparency in its customer relationships, as well as on the range of choices it offers customers in terms of how they shop, how they want their purchases delivered, and which payment method is most convenient for them.

Let’s take a look at the crucial trends that are disrupting the retail industry.

Computer vision is eliminating manual checkout

AI-powered smart checkout combines computer vision, sensor fusion, and machine learning to automatically recognize purchased items, reducing the need for manual barcode scanning and speeding up the checkout process.

Computer vision technology, which has long been used in logistics to process incoming warehouse shipments, is poised to enter supermarkets and genuinely surprise consumers (and perhaps confuse less tech-savvy shoppers). Unlike the AI technologies and complex algorithms used for customer segmentation or inventory optimization – important processes that remain largely invisible to the average shopper – computer vision will directly shape the in-store customer experience. To consumers, instant checkout in physical stores may feel almost like magic.

Retailers are integrating AI into both operations and customer experience

AI adoption in retail spans both operational and customer-facing functions, including inventory management, demand forecasting, content creation, and customer support.

However, investment in AI remains relatively limited. According to a 2026 Deloitte study, 43% of retailers and 54% of consumer packaged goods (CPG) companies invest less than 0.5% of their revenue in AI, even though they consider it a strategic priority.

The study also found that 82% of respondents plan to increase their AI investment over the next 12 months. However, most of these funds are still being directed toward IT and data infrastructure rather than AI applications that directly improve business outcomes. Specifically, 77% of AI spending in the retail sector and 64% in the consumer packaged goods (CPG) sector goes toward foundational investments such as:

• migrating data to the cloud;
• creating data warehouses;
• cleaning and integrating data;
• modernizing ERP systems;
• purchasing GPUs or AI servers.

These investments lay the groundwork for future AI applications that can deliver tangible business value, including:

• demand forecasting;
• inventory optimization;
• dynamic pricing;
• personalized product recommendations;
• AI-powered shopping assistants;
• fraud detection;
• customer service chatbots.

Retailers can also use AI directly in stores through interactive kiosks or product assistants equipped with QR code scanners. However, today, most AI-powered customer support is still delivered through digital channels. Retail brands that also operate online stores or offer mobile apps for loyalty programs often provide omnichannel support through:

• chatbots on their websites;
• assistants in mobile apps;
• conversational AI in call centers.

Retailers are transforming stores into destinations

Retailers are creating unique, digitally equipped stores with displays, self-service kiosks, and AR\VR interactions. They’re also hosting tastings, workshops and product demonstrations that encourage customers to visit in person and share their experiences on social media and through conversations with friends and colleagues.

When Adidas opened its flagship store on Oxford Street in London in 2019, the company spared no expense to reinvent the shopping experience. The sportswear giant created "running labs" where shoppers can test sneakers on treadmills positioned in front of large interactive screens that simulate running through London cityscapes. In the fitting rooms, Adidas installed smart mirrors that use RFID (radio-frequency identification) technology to recognize the items shoppers are trying on and allow them to check which sizes are available in the store or request a different size.

Another example of an immersive shopping destination is the Apple Store. Many locations feature distinctive modern architecture designed by world-renowned architects and design firms. The tech company also regularly hosts free workshops on topics such as iPhone photography, drawing with Apple Pencil, and helping children create their first app.

While not every retailer can afford to build architecturally iconic stores, free workshops are well within the budget of many small businesses. Retailers can also decorate their stores for national holidays, organize local community events, and create comfortable lounge areas that encourage customers to stay longer.

Omnichannel shopping has become the new standard

The modern retail experience combines brick-and-mortar stores with digital services such as mobile apps, self-service kiosks, “buy online, pick up in-store” (BOPIS) options, and the ability to check in-store product availability online. Shoppers expect these channels to work together as a unified system that provides up-to-date information on products, prices, promotions, and inventory.

Here are some common examples of omnichannel retail:

• Before visiting a store, customers can check real-time product availability at their nearest location through the retailer's website or app. They can reserve an item online for in-store pickup, add products to a shopping list, or receive notifications when prices drop.
• While shopping in-store, customers can scan QR codes to access product videos, buying guides, or customer reviews.
• Self-service kiosks allow shoppers to complete their purchases independently or order out-of-stock items for home delivery.
• Retailers' mobile apps enable customers to view their purchase history across both online and in-store purchases, check their loyalty points balance, and receive personalized product recommendations.
• After making a purchase, customers can return items bought online to a physical store.

What customer reviews reveal about retail experience

We analysed reviews on the PissedConsumer website across three retail sectors, assigning a reason — or several reasons — to each negative review. A single review could pertain to multiple technical or operational errors, as well as dissatisfaction with customer service. This analysis covers all reviews received during 2025.

Supermarkets and malls

Since a significant number of supermarkets also operate an online component of their business, issues related to online shopping also rank among the top concerns. Rude or inflexible staff is also a major problem — and we’ll discuss it further below.

Online shopping and delivery experience

26.2% of consumers have complained about receiving incorrect items, delayed deliveries, and cancelled orders without warning or a phone call. A further 11.4% reported inaccurate product descriptions, confusing store layouts, and problems using gift cards or redeeming rewards through the website or mobile app.

Pricing and promotional issues

The online component of a business and self-checkout kiosks undoubtedly add convenience — and more options for shopping and payment. But some businesses are barely able to ensure that prices and offers are consistent across all channels. 10.1% of consumers reported issues with pricing and the rewards program. These issues included:

• price discrepancies between physical price tags, self-checkout kiosks, and the website;
• unexpected price changes after order confirmation;
• problems applying discounts;
• incorrect awarding or deduction of reward points.

Although such issues occur in one out of ten cases, they are quite critical for customers who are sensitive to unclear price fluctuations and confusing discount and rewards policies.

Staff conduct and in-store experience

Supermarket customers interact with both in-store associates and customer support representatives. According to reviews on PissedConsumer, customers are significantly more dissatisfied with sales associates and shop assistants (or the lack thereof). 25.6% of consumers cite the following shortcomings:

• long wait times to reach a sales associate for product advice;
• staff inflexibility, such as employees blindly following instructions (for example, refusing to apply a discount if a customer has forgotten their plastic discount card);
• cumbersome, bureaucratic procedures and a lack of accountability for them (for example, customers picking up an online order at a physical store are shuffled from one employee to another);
• unprofessional workplace chatter — associates discussing personal topics without paying attention to customers.

Grocery stores

Grocery stores are classified as a separate business category on PissedConsumer. Complaints in this category largely mirror the pattern we see with supermarkets, with a few exceptions.

As in the supermarket sector, grocery store customers cite staff conduct and customer treatment as a major source of dissatisfaction — these issues account for 27.4% of negative reviews.

But most frequently, grocery store customers complain about billing and payment issues such as double charges or incorrect transaction amounts, card-reading errors at self-checkout lanes, or lengthy and confusing refund procedures.

11.9% of consumers complain that customer support isn’t empathetic enough. They feel that support does little to resolve issues with payment, delivery and account access. Such complaints are 2.5 times more common than at supermarkets.

Footwear and clothing

In the footwear and clothing sector, half of the reviews concern significant delays in order delivery and an inability to contact customer support regarding shipment status.

Order shipping and delivery issues

Clothing and footwear customers often only see the order status “In process” or “In progress” in their accounts, with no further details. If companies updated customers on changes to estimated delivery times and the reasons behind these changes, fewer shoppers would post negative reviews. An even better practice would be to avoid negative publicity by offering compensation for delayed shipments.

However, many reviews suggest that companies only explain the reasons for delayed delivery when customers call them — provided they’re able to get through on the first try. If the support line isn’t answering, or the hold time is excruciatingly long, or a response to an email takes more than one or two days, customers tend to write negative reviews.

Shoppers also frequently complain about the ordering process itself. In some cases, the call was disconnected while an order was being placed over the phone, and nobody called back. In other cases, customers have received discount coupons but have been unable to apply them at the checkout.

Returns, exchanges, and cancellation issues

Issues with returns or exchanges account for 21.4% of all negative reviews in the category. The following are some of the problems that customers have highlighted:

1. There is no option to return items online — customers can only visit a store.
2. A customer returned an item they’d paid for with a credit card but the refund wasn’t credited back to their card.
3. A shopper was unable to return an item because it was delivered late — and the return period had expired.
4. A customer handed over the receipt when returning part of an order. They now want to return another item of clothing from the same order, but the company won’t accept it because they no longer have the receipt.

How to improve customer experience in retail stores

Building customer loyalty in retail requires targeted, systematic actions. We’ve compiled the following practical tips based on an analysis of consumer feedback and major retail trends. These guidelines will help you regain control of customer relationships, retain clients, and improve conversion rates.

1. Make return policies your best retention tool

A 2023 study by Loop Returns, a returns management platform, found that 98% of consumers are more likely to make repeat purchases if a retailer provides a fast and convenient returns process.

Another, more recent study by the National Retail Federation in 2025 showed that free returns have become a major factor in attracting shoppers. 82% of respondents cited them as one of their top criteria when making a purchase, up from 76% in 2024.

However, easy returns have also opened the door to fraud and abuse of the return process. Retailers reported 9% of all returns as fraudulent, including returns of empty boxes and counterfeit goods.

Meanwhile, consumers – particularly younger ones – continue to abuse the return process, most notably through “wardrobing,” when a customer buys an evening dress or a suit for a special event and returns it the next day. Such cases can also cost companies dearly.

But this doesn’t mean businesses should now make returns significantly more difficult for all consumers. First, return policies must be clearly defined. For example, clothing must be unworn, with tags still attached, and in its original packaging where possible.

Second, companies can identify systematic abuse by analyzing return history. If a customer repeatedly purchases expensive occasionwear and returns it immediately after an event, they may fall into a high-risk group, and the retailer may consider restricting their account.

2. Create a unique in-store experience that can't be replicated at home

Many people have already gotten used to shopping online – it’s convenient and cost-effective, particularly if the store is far away from home. People who aren’t big fans of public places are also very likely to shop online.

To encourage consumers to visit physical stores, retailers should invest in eye-catching store design and an inviting atmosphere. They can also organize in-store product demonstrations, tastings co-branded with food vendors, giveaways, or workshops – all of which provide a great excuse for a family outing or attract enthusiasts and people looking for Instagram-worthy places and events.

3. Build a unified customer journey across online and in-store experiences

Here’s a positive example of an omnichannel customer experience. A customer has placed a pre-order and wants to check its current status. The shopper has several options, all of which provide a complete answer to their request:

• checking the order status in their personal account via the website or app;
• calling the store’s hotline, where a representative can quickly view the order history and provide an accurate status;
• visiting the store and simply asking, “Where’s my order?”

In addition, the customer receives notifications about every step of the process – from order confirmation to delivery – via the method that’s most convenient for them: text message, app, or phone call.

Companies should integrate all channels into a single information system. This will allow customers to switch between the website, mobile app, physical store, and customer support without having to repeat information they've already provided.

4. Personalize the shopping experience

To provide a personalized experience, retailers should thoroughly analyze information about audience preferences and employ staff who have a deep understanding of both customer needs and the complexities of the products they purchase.

Associates can personalize the shopping experience in the following ways:

• recommending complementary products;
• suggesting alternatives for out-of-stock items;
• notifying customers about current promotions or bundle offers that match their interests.

Retailers can also personalize the digital shopping experience by taking these steps:

• offering discounts tailored to customers’ preferences and purchase history;
• recommending “products you might also like” based on past purchases and wish lists.
• providing personalized offers through loyalty programs.

Personalization also involves understanding the shopping habits of the local customer base. Shoppers visiting a family supermarket in the suburbs may have completely different needs from those shopping at a convenience store near the nightlife district in the city center.

5. Leverage computer vision to visualize store heatmaps and eliminate dead spots

Use foot traffic data to reveal which aisles shoppers completely bypass, which areas attract the most attention, and where they cluster but don't make purchases.

Overhead sensors and computer vision algorithms track shoppers’ movements anonymously in real time. They record foot traffic patterns to identify hotspots and spikes in customer visits throughout the day. Such systems can also analyze body posture to determine whether a shopper actually looked at a specific product display.

6. Treat local and online reviews as your primary operational audit

When a customer faces rudeness from a sales assistant or is denied a refund, they no longer put their written complaints in the suggestion box but turn to online review platforms. Online reviews are visible to everyone, including potential customers and the company’s business partners, such as manufacturers, logistics companies, and marketing agencies. By analyzing these reviews, regional managers can spot problems at specific stores and take steps to protect their reputation.

Final thoughts

In a market crowded with competition, successful retailers will be those that offer an intuitive shopping experience and a memorable in-store atmosphere. An effective combination of computer vision, artificial intelligence, and a wide range of payment, ordering, and delivery options can make shopping more convenient. At the same time, a personalized approach to each customer segment and staff who thoroughly understand the nuances of the products they sell will keep customers coming back.