Customer demands in 2025 – Personal, purposeful, and convenient

Retail in 2025 is no longer just about price or product. Today’s customers expect relevance, transparency, and immediacy. They want personalised offers, consistent experiences, sustainable practices — and they want it all now. Retailers must rise to meet these expectations with clarity, consistency, and conviction.

The retail landscape is now defined by one constant: customer expectations that never stand still. Consumers today want more than seamless transactions; they want seamless lives. They crave experiences that are curated, ethical, and instantly gratifying. Their loyalty is fluid, and their standards are high.

This generation of shoppers expects retailers to deliver relevance, transparency, and convenience in every interaction. Personalisation is no longer seen as a novelty; it’s an expectation. From product recommendations and marketing messages to fulfilment options and customer service, everything must feel custom-made. The brands that succeed are those that listen deeply, adapt and respond in real time.

The experience mandate 

Sometimes it might feel like we are living in the age of “experience over everything.” Whether shopping online, in-store, or on a hybrid path, customers expect brands to anticipate their needs and remove friction from every interaction. Loyalty is no longer tied to discounts alone. It’s driven by: 

• Personalisation: Tailored product recommendations, curated collections, and localised offers.
• Transparency: Clear product origins, environmental impact, and fair pricing.
• Convenience: Fast checkout, flexible delivery, and real-time customer support.
• Brands that deliver value before the transaction earn trust after it.
• Empowered employees = Satisfied shoppers

Therefore, retailers need to address the growing demand for value-driven engagement. Shoppers want to align with brands that reflect their personal beliefs, whether that’s sustainability, inclusivity, or local sourcing. This doesn’t just apply to product development or messaging. It extends to how a company treats its employees, manages its supply chain, and takes accountability for its environmental impact.

The emergence of “phygital” retail, where physical and digital channels blend effortlessly, means customer journeys now defy traditional boundaries. Shoppers might browse in-store, compare online, complete purchases via mobile, and pick up at curb side. This fluidity requires retailers to integrate channels, unify data, and ensure that the customer never has to start over.

Customer service, too, has evolved. No longer confined to reactive support, it now plays a proactive role in shaping the entire experience. Brands that empower their staff with real-time data, mobile tools, and AI-driven assistance are transforming the store floor into a strategic advantage. Empowered employees build trust, reduce friction, and create the kind of high-touch moments that technology alone cannot replicate

In 2025, the most forward-thinking retailers: 

• Equip their teams with mobile tools and AI-driven insights.
• Train staff on soft skills, sustainability, and technology.
• Build cultures of autonomy, enabling faster decision-making and personalised service.

Speed remains a crucial factor in conversion and loyalty. Delivery expectations are higher than ever. Customers want the ability to choose how and when they receive their purchases, whether that’s sameday, scheduled delivery, or click-and-collect. But speed isn’t just logistical—it’s also about the ease and intuitiveness of the entire shopping experience. Timesaving design, efficient checkout, and hassle-free returns all contribute to perceived value. 

And yet, even with all these demands, customers remain willing to reward the brands that get it right. In 2025, loyalty is more fragile, but also more valuable. It is earned through thoughtful design, relevant content, shared purpose, and consistent delivery. It is sustained not by gimmicks, but by authenticity.

”Shoppers want to align with brands that reflect their personal beliefs, whether that’s sustainability, inclusivity, or local sourcing.”

The best retailers understand this is not a challenge to be solved once. It’s an ongoing relationship to nurture. They are embedding customer-centric thinking into their strategy, operations, and culture. Because in 2025, being truly customer-first is the only way forward. Retailers increasingly recognise that great customer experience starts with empowered staff. Frontline employees are not just transaction handlers, they are brand ambassadors, advisors, and experience builders

Retailers like Lush, Allbirds, and Eobuwie (Poland’s digital-first footwear retailer) are setting the tone by integrating staff seamlessly into the omnichannel journey.

The loyalty paradox

Today’s consumers value loyalty but they demand it be earned. That means going beyond point-based programs to build emotional connections and consistent value delivery. It’s all about emotional connection, shared values, and meaningful engagement.

Consumers today want to feel understood, respected, and rewarded in ways that go far beyond a discount code.

”Consumers today want to feel understood, respected, and rewarded in ways that go far beyond a discount code.”

To evolve, loyalty strategies must:

• Reflect customer values, especially sustainability and ethics.
• Offer exclusive experiences, not just transactional benefits.
• Leverage real-time data to stay relevant and contextual.

Brands like Nike and Starbucks continue to elevate loyalty through exclusive content, experiential access, and member-only perks that truly resonate with their communities.

This shift marks the heart of the loyalty paradox: customers want to be loyal, but only to the brands that prove they deserve it. That means delivering personalised experiences, demonstrating ethical responsibility, and showing up consistently online and in-store.

Why time still matters

In a year where it is apparent that customers expect “right now,” time remains a strategic differentiator. Fast delivery, quick answers, and responsive service separate the best from the rest. But time also means respecting the customer’s time—don’t make them work for answers, search endlessly, or wait unnecessarily.

Innovators like Saks OFF 5TH, Office Depot, and Decathlon stand out by reducing delays, streamlining fulfilment, and building trust through dependability.

Best-in-class retailers

Eobuwie.pl - Digitally empowered footwear stores with tablet-assisted purchases, foot-scanning tech, and real-time online inventory access.

Allbirds -  Merges sustainability and simplicity across all customer touchpoints

Glossier - Continues to lead with staff empowerment and seamless tech integration in-store.

Starbucks - Remains a leader in loyalty and mobile-first convenience.

Final thought

Customers in 2025 are co-creators of the retail experience. Meeting their expectations requires more than just great products. It demands connected experiences, ethical practices, and operational agility. Time, trust, and technology are your currency. Use them wisely.

Interested in the full report? Find it here.