Airport Experience® News - Retail Issue 2026

DATA CHECK

RETAIL INNOVATION MOVES Personalization, Digital Integration Are Key For Store Advancement, Report Says

BY CAROL WARD

Current In-Store Personalization Technology Adoption

Customer analytics platforms

32%

Interactive kiosks

28%

Loyalty platforms

25%

Clienteling tools

18%

2025 State of the Inudstry: Store Innovation

is evolving, the report says, pointing to solutions like dark stores, micro fulfillment centers and flexible formats. Finally, stores are becoming media platforms, the report contends, with physical locations now serving as powerful advertising channels, with retailers monetizing their foot traffic and in-store digital displays while gathering valuable first-party data. Four Pillars The report suggests the future of physical retail will be built on four key foundations: in-store personalization, rapid experimentation of digital tools, operational excellence and sustainability beyond carbon. Retailers rank in-store personalization as a top revenue driver, but only 28% have real-time customer analytics deployment in store, the report showed,

hysical stores are evolving into multi-purpose platforms for commerce, fulfillment and

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customer engagement, a recent report from Incisiv shows. The 2025 State of the Industry: Store Innovation report, produced by Incisiv in partnership with Toshiba, spotlights retail innovations that are taking place worldwide. “Global retailers like Walmart, Zara, and Coop Alleanza 3.0 are transforming their stores into integrated hubs that combine commerce, fulfilment, media, and customer engagement. Beyond modernization, this is a fundamental rethinking of how physical retail space creates value,” the report notes. Digital-physical integration is accelerating, with features such as smart fitting rooms and swift checkout, as retail stores seek to match digital convenience while amplifying physical advantages. At the same time, space utilization

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AX NEWS SEPTEMBER 2026