The 7 truths that (almost) all retailers are unaware of regarding the digitization of retail stores in 2025
By Charlotte Journo-Baur, founder of WISHIBAM and retail expert
Let’s be honest: the digitization of retail stores has become the hot topic at retail conferences, but few have truly mastered it in practice. There remains a huge gap between the dazzling promises of technology and the day-to-day reality faced by retailers. Having supported more than 500 retailers through their digital transformation, I’ve noticed that the same mistakes keep happening and the same fears persist.
What has struck me in recent months is just how much the pandemic has merely accelerated an already well-established trend: the consumer of 2025 switches between physical and digital without even thinking about it. They no longer “go online”—they are online, constantly. And yet, how many businesses still operate as if the Internet didn’t exist? In this article, I’ll share with you the essential truths I observe daily among retailers who are successfully digitizing their businesses—and those that come at a high cost to those who ignore them.
Why digitizing retail locations is no longer an option in 2025
Consumers have changed: they are hyperconnected, demanding, and fickle
Let’s start with the obvious fact that many still refuse to acknowledge: your customers have changed for good. According to the latest Fevad study (2024), 78% of consumers systematically compare prices and online reviews before even setting foot in your store. That figure was 62% in 2019. The pace of change is staggering.
I remember a conversation I had with the owner of a clothing store in Bordeaux, who told me, “My customers come for advice, not for the price.” The next day, we discreetly observed his store: 7 out of 10 customers were checking their smartphones while trying on clothes. They were comparing prices. They were looking for reviews. Some were even taking photos to ask their friends and family for advice via WhatsApp.
The omnichannel experience is no longer a “bonus” you offer your customers—it’s the bare minimum they expect. They no longer distinguish between your physical store and your online presence. To them, it’s one and the same. If your online inventory isn’t synced with your in-store inventory, if your prices differ across channels, if you don’t offer in-store pickup for items ordered online… you’re creating a fragmented experience that disappoints.
And in 2025, disappointment immediately leads to customer defection. Customers no longer wait or forgive. They have too many alternatives just a click away.
Brick-and-mortar retail under economic and environmental pressure
The pressure isn’t just commercial; it’s also economic and environmental. The operating costs of physical retail locations continue to rise: rent, energy, payroll… In this context, digitalization isn’t an additional cost center, as many fear, but a tool for optimization.
I recently worked with a chain of 12 home decor stores that reduced its operating costs by 23% in 18 months by digitizing its inventory management. Gone are the days of guesswork when placing orders, haphazard transfers of merchandise between stores, stockouts, or overstocking. Their sales associates now have an app that shows them real-time product availability across the entire network. The result: less tied-up inventory, fewer markdowns, and less storage space required.
Environmental considerations are also becoming increasingly important. Consumers—especially younger ones—are becoming more and more conscious of the environmental impact of their purchases. Digitalization enables more precise supply chain management, drastically reducing waste. One of our clients reduced its unsold inventory by 34% in one year by better forecasting demand based on an analysis of browsing data from its website and in-store.
Regulatory pressure is also mounting. New environmental standards require greater traceability, which only digital tools can effectively ensure. Businesses that fail to anticipate these changes will soon find themselves forced to adapt in a hurry, at a much higher cost.
How to digitize your retail store without losing its soul
Practical steps for a successful transformation
Let’s move on to practical solutions. The good news is that there are now tools available even for independent businesses.
- Click & Collect: Turn your online presence into a driver of in-store traffic. Our data shows that a customer who picks up an order in-store is 47% more likely to make an additional purchase while there.
- Online reservations: particularly effective for products that require trying on or a demonstration. A jeweler we work with increased their in-store conversion rate by 58% thanks to this simple system.
- Mobile payments: No more lines at the register—your sales associates can complete sales anywhere in the store. Perfect for busy periods.
- Customer data consolidation: enables companies to effectively identify and retain omnichannel customers by personalizing their experience and increasing their value.
To achieve this, you need a system that centralizes interactions across all channels. That’s exactly what we’ve developed at WISHIBAM: a platform that unifies the customer and seller experience without requiring multiple tools and interfaces.
People at the heart of technology: training, engaging, and empowering
I want to emphasize this point because it’s often the blind spot in digital transformation projects: technology is merely a means to an end, never an end in itself. Success depends above all on your teams’ adoption of it.
According to a 2024 Retail Tech study, 65% of salespeople say they are more motivated when they have digital tools tailored to their needs. This figure has always struck me as noteworthy because it contradicts the common misconception that salespeople resist change on principle.
The reality I see on the ground is quite different: salespeople aren’t resisting technology; they’re resisting poorly designed tools that are imposed on them without explanation and that complicate their work instead of making it easier. When a salesperson has to juggle three different apps just to answer a simple customer question about product availability, their frustration is understandable.
The key lies in involving teams from the very start of the project. What are their daily frustrations? What information do they lack when dealing with clients? Which repetitive tasks could be automated to allow them to focus on providing advice?
I remember a cosmetics retailer that rolled out tablets in its stores without consulting its staff. Six months later, most of them were gathering dust in a drawer. We took over the project, starting with the actual needs: sales associates wanted to be able to quickly show product application tutorials and access detailed information on ingredients to answer customers’ increasingly specific questions. Once these features were integrated, adoption was immediate.
Digital technology doesn’t replace salespeople; it makes them indispensable by increasing their value. In an environment where product information is accessible to everyone with just a few clicks, the role of the salesperson is shifting toward expertise, personalized advice, and emotional connection—all things an e-commerce site can never offer.
WISHIBAM, the ultimate partner for seamless omnichannel digital transformation
A solution designed for French retailers by retail experts
Digital sovereignty isn’t just a buzzword—it’s a strategic issue for French businesses. At WISHIBAM, we’ve chosen a 100% sovereign platform, with hosting exclusively in France and GDPR compliance built in from the ground up.
Why is this important? Because your customer and sales data are your most valuable asset. Entrusting them to foreign platforms means running the risk of having your strategic information analyzed by potential competitors or subject to extraterritorial laws.
Our approach also stands out for its personal touch. We’re not just a technology provider—we’re a partner who understands the realities of brick-and-mortar retail. Every member of our team has hands-on retail experience. We speak the same language as you.
This close partnership enables rapid and practical deployment. While some digital transformation projects get bogged down for months, we can implement our solution in just a few weeks, with measurable results from the very first month. Our platform integrates seamlessly with your existing system without disrupting your operations.
Our support doesn’t end with the technical implementation. We train your teams, analyze the initial results with you, and adjust the solution based on feedback from the field. This agility is possible because we have full control over our technology—we aren’t dependent on external components that would limit our ability to adapt.
- On average, our customers see a 27% increase in the average in-store basket size
- and a 31% increase in foot traffic driven by digital channels within six months of the rollout.
Real-world examples: How digital technology is breathing new life into downtown areas
Beyond the numbers, it’s the stories of transformation that move me the most.
- Limoges: Rollout to 87 independent retailers, resulting in an 18% increase in foot traffic and a 23% increase in overall revenue over 12 months thanks to an interconnected local marketplace.
- Annecy: Sharing a joint home delivery service through our platform. Result: a 40% reduction in CO2 emissions from deliveries and a 29% increase in sales.
- Toulouse: A unique partnership between a shopping mall and downtown stores through click-and-collect and cross-delivery services, generating a flow of customers that benefits the local business community.
“Before, I was invisible to the tech giants. Now, when someone searches for a book in Limoges, I’m on the first page. And most importantly, I’ve rediscovered a sense of purpose in my work. Digital technology handles the administrative tasks; I focus on what really matters.”
— Marie, bookseller in Limoges
These examples illustrate a fundamental truth: digitalization is not the enemy of brick-and-mortar retail; it is its natural extension. It does not replace the in-store experience; it enriches it. It does not dehumanize the customer relationship; it frees up time to make it more meaningful.
“We’ve seen foot traffic return to our store, and we’ve rediscovered the meaning of our work. Digital technology has allowed us to get back to what really matters: advice, emotion, and the human touch.”
— Jeweler, Strasbourg
Conclusion: Digital technology as an ally, not a threat
By 2025, the digitization of retail outlets will no longer be an option—it will be a vital necessity. But it should not be seen as a threat to traditional retail; on the contrary, it represents its best chance to reinvent itself and thrive.
The businesses that will succeed are those that understand that digital technology is not an end in itself, but a means of getting back to basics: the customer experience, personalized advice, and a personal touch. Technology must take a back seat to the human element, serving it without ever replacing it.
At WISHIBAM, this is the vision we champion: digital transformation with a human touch, respectful of the unique characteristics of French commerce, and creating value for all stakeholders in the ecosystem.
The battle against the e-commerce giants isn’t lost. It’s simply shifting to a new arena. And when it comes to the unified customer experience, brick-and-mortar stores have significant advantages—provided they know how to leverage them with the right digital tools.
So, are you ready to make digitalization your ally rather than your enemy?
FAQ: Digitization of Retail Locations
What is the average cost of a digitization project for an independent business?
The cost varies significantly depending on the scope of the project, but solutions like WISHIBAM offer plans starting at €199/month for independent businesses. The key is to take a phased approach that delivers quick results rather than opting for a costly and risky complete overhaul.
How long does it take to see a return on investment after digitizing a retail location?
With a well-targeted approach, the first results are visible within 2–3 months. Our clients typically see a full return on investment between 6 and 12 months after implementation, with an average increase in revenue of 15–25% over that period.
Will digitization reduce my need for sales staff?
No, that’s a persistent myth. Digitalization doesn’t reduce staffing needs; it transforms their roles. Salespeople spend less time on administrative tasks and more time on high-value-added customer consulting. Our data even shows that digitalized businesses tend to hire more staff to keep up with the increase in business.
How can I convince my sales teams to adopt digital tools?
The key is to involve them from the very start of the project. Identify their daily pain points and show how technology can address them. Train them gradually, celebrate early successes, and make sure the tools truly simplify their work. At WISHIBAM, we see a 92% adoption rate when this approach is followed.
What are the most impactful digital features for a small business?
The winning trio to get started is: 1) Online inventory visibility (even without e-commerce sales) 2) Click-and-collect or online reservations 3) A digital loyalty program. These three elements quickly drive traffic to the store and increase the average basket size, without requiring complex logistics.
How can digitalization help in the fight against e-commerce giants?
Digital transformation enables brick-and-mortar stores to capitalize on their unique strengths: the sensory experience, expert advice, immediate availability, and local presence. By showcasing these strengths online and making it easier for customers to transition from digital to in-store, you create a value proposition that online-only retailers simply can’t match.
Are digital solutions suitable for local businesses and very small businesses?
Absolutely. Platforms like WISHIBAM were specifically designed to meet the needs of small businesses, offering modular, affordable, and easy-to-implement solutions. The collaborative approach, through local marketplaces, also allows merchants in the same area to share costs.