Walking into a flagship store today is a very different experience compared to just a few years ago: digital screens guide you to special offers, augmented-reality mirrors allow shoppers to see how an outfit would look in different colours or sizes without having to change clothes, mobile apps unlock loyalty rewards, and AI underpins every step in the customer journey. When serving customers, staff use devices to check stock or take payments anywhere on the shopfloor. Behind the scenes, real-time data helps retailers predict demand, adjust pricing and manage supply.
For retailers in 2025, omnichannel is omnipresent, which is broadly, what customers want. They expect the same personal and pain-free experience whether they choose to buy in the real world, via virtual checkout or a hybrid of the two.
Shifting preferences
In retail, omnichannel convenience is the benchmark and customer experience differentiates. It starts the moment someone searches for a product, continuing through purchase, delivery, service and after-sales care. In an ideal world, every touchpoint should feel logical, consistent and personal.
When it works, customers stay longer, spend more and keep on coming back. When it doesn’t, people shop around. Our new Future Unlocked research shows 14% of consumers have switched retailers due to poor digital experience, whether that was down to an awkward website, broken epos system or a laggy in-store Wi-Fi.
The stats are even bleaker for retail employees, over a quarter (27%) of whom say they have quit or considered quitting on the back of workplace technology woes.
Smarter stores
Connected stores use technology to understand and serve customers better, while streamlining operations. To make this work perfectly, retailers need robust networks capable of harnessing data from across the store and turning it into meaningful action.
For example, it’s possible to see in real time which displays attract the most attention, which products sell fastest and where long queues are forming at the tills. AI can analyse these insights instantly and recommend changes. The same intelligence can help with future flashpoints, predicting when demand will spike, helping teams prepare before shelves empty or even predict late deliveries.
This might sound futuristic, but it’s here already. Our next-generation networks give retailers the speed and resilience to make it happen. Our intelligent infrastructure supports AI-powered analytics, edge computing and cloud integration so decisions can be made in the moment.
It’s also designed with security at its heart, a vital consideration when stores function via potentially thousands of connected devices. From sensors to payment terminals, everything is insulated against cyber threats while operating without friction.
These factors all rely on one thing: a secure, high-performance network capable of handling large amounts of data in real time. Without it, the technology fails and customer experience goes into reverse.
A future-ready ecosystem
The connected store is an evolving ecosystem, not a one-off. Retailers need their infrastructure to grow with them, supporting new devices, data sources and services as they emerge. Cloud networks make that possible, enabling scaling without the need for constant physical upgrades.
We’re helping retailers design their stores around connectivity from the ground up. That means providing fast, secure access for staff and customers alike, intelligent monitoring to spot issues before they disrupt trading and the bandwidth to run everything from AI analytics to immersive experiences.
We also work with retailers to integrate cyber security into their digital estate, helping them to protect transactions and customer data while maintaining strong performance levels.
Stores like these build long-term relationships, letting customers shop how they want, whether virtually, browsing in person or combining the two. They employ data to make services more personal, while freeing staff from data tasks to focus on human happiness.
Today, retail is moving faster than ever, but its reason for being remains the same: meeting customer needs. With the right networks in place, retailers can turn those needs into exciting opportunities for growth, creating spaces that are both smart and welcoming.
The connected store is here to stay, so the question for retailers to answer is: how ready is your infrastructure to make the most of it?
