The Future of Retail: People and Technology, Hand in Hand

For consumers, it will hardly come as a surprise: retail is no longer purely physical or purely digital. Customers move effortlessly between channels and expect retailers to do the same. The principle of 'omnichannel’ is not just about being present in all channels, but about ensuring coherence and continuity in the customer experience.

Pauline Neerman of sector specialist RetailDetail stresses that this evolution goes beyond traditional e-commerce. “Artificial intelligence (AI) is turning online shopping into conversational commerce. Customers can search, compare, and buy through a single interface.” At the same time, the physical store remains indispensable, because customers now explicitly expect digital and physical touchpoints to flow seamlessly into one another. Retailers therefore have little choice. If they want to meet customer expectations and remain relevant, they must invest in both digital and physical channels.

Technology, sustainability, and personalization are not obstacles, but opportunities to create meaningful customer experiences.

Philippe Eloy, Sales Manager at Proximus NXT

In-Store Support

At ClabotsOpens a new window , a tools retailer with physical locations in Brussels and Wallonia, that balance is essential. CEO Audrey Clabots explains: “Our sector is fairly conservative. Customers want to feel the product but, at the same time, expect digital support. Technology needs to support people, not replace them.” The store therefore remains the place where customers receive in-store support.

Omnichannel is also crucial for interior chain Eggo Kitchen & HouseOpens a new window . “On average, a consumer buys a kitchen only once every seventeen years. It’s also an emotional purchase,” says Pierre Delmarcelle, Logistics Warehouse Manager at Eggo Kitchen & House. “Digital tools help with inspiration and preparation but, ultimately, the customer needs guidance and reassurance from a salesperson.”

Personalization, Supported by AI

A personal approach has become a basic expectation. Customers look for tailored advice and guidance, regardless of the channel. AI plays an increasingly important role in this, even though its scope remains clearly defined. Retailers take a realistic view. “AI is mainly an accelerator today,” says Fabrice Levy-Bruandet, Business Unit Director at tire company Q TeamOpens a new window . “While AI helps us speed up processes and make better use of data, its use is not an end in itself.” By automating repetitive tasks, more room is created for advice and service.

Fabrice Levy-Bruandet, Business Unit Director at Q Team

Eggo Kitchen & House deployed AI to analyze thousands of customer conversations. “The customer’s voice is extremely valuable,” says Pierre Delmarcelle. “AI identifies insights that would be impossible for people to detect, which helps us improve our service and our staff.”

The Store of Tomorrow

Notably, the future of retail is not about larger stores or more screens. “It’s not the size of the store that matters, but the quality of the experience,” explains Audrey Clabots. Stores are evolving into service hubs where expertise and personal guidance take center stage, supported behind the scenes by technology – precisely what customers expect today.

Although sustainability ranks high on the agenda, price sensitivity remains stronger than ever. “People want to be sustainable, but not at any price,” Pauline Neerman notes. The key lies in combining environmental and economic benefits.

It’s not people versus machines, but smart collaboration between the two.

Pauline Neerman, sector specialist RetailDetail

The sector is undergoing change on several fronts at once. Philippe Eloy, Sales Manager at Proximus NXT, sees this more as an opportunity than a threat: “Retail is evolving faster than ever. Technology, sustainability, and personalization are not obstacles, but opportunities to create meaningful customer experiences.”

Voices from across the sector see one common thread: even amid digitization and AI, retail is about connection. “It’s not people versus machines,” Neerman concludes, “but smart collaboration between the two.” By using technology in a human-centered way and placing expertise at the core, retailers are already building a resilient and relevant future.