10 Things Smart Retailers Are Doing Differently in 2025

By Steph Briggs

(And Why the Rest Are Playing Catch-Up)

Retail isn’t dead. But outdated thinking? That’s on life support.

We’re halfway through 2025, and the gap between thriving retailers and those just about surviving has never been clearer. Spoiler alert: it’s not just about footfall, flashy ads, or TikTok dances (though those can help if brand appropriate). The retailers pulling ahead are doing things differently — strategically, consistently, and with customers firmly at the heart of every decision.

Here are ten things they’re doing right now — and how you can catch up before Q4 hits.

1. Using AI Intelligently — Not Just Because It’s Trendy

AI isn’t the answer to everything — but it is reshaping how smart retailers work. From personalised product recommendations to customer segmentation and predictive analytics, retailers are using AI to sharpen their strategy, not replace it.

They're not handing over the keys to the robots. They’re using AI to enhance human insight, not erase it.

✅ Tip: Start small — one campaign, one tool, one test, tweak and repeat. Build from there.

2. Treating Stores Like Media Channels

Brick-and-mortar isn’t just about footfall anymore — it’s about influence. Savvy retailers are using their physical spaces as backdrops for content creation, livestreams, TikTok Reels, and behind-the-scenes footage that brings their brand to life.

Your store isn’t just a shop. It’s a studio, a stage, and a storytelling tool.

✅ Tip: Empower staff to create content. Make your space visually scroll-stopping.

3. Measuring What Actually Moves the Needle

Forget vanity metrics. Likes are lovely, but what really matters? Customer lifetime value, retention rates, margin-rich sales, and conversion from interest to purchase.

Retailers leading the charge are data-driven — but they’re focusing on the right data.

✅ Tip: Audit your KPIs. Are you tracking what drives growth… or just what looks good on a dashboard?

4. Balancing Purpose With Profit

Customers care — and the smart retailers know it. Whether it’s sustainable sourcing, carbon-neutral delivery, or social inclusion, the values-driven movement isn’t going anywhere.

But here’s the kicker: they’re not sacrificing profits for it. They’re building ethical practices into their business model, making it a USP rather than a PR stunt.

✅ Tip: Be authentic. If your values don’t drive action, customers will sniff it out.

5. Getting Strategic About Loyalty

A plastic card and a points system? That’s 2010 thinking.

Today’s loyalty is about connection; VIP access, curated perks, subscription models, and emotional engagement. Smart retailers are giving customers reasons to come back, not just reasons to spend.

✅ Tip: Start by mapping your ideal customer journey — and ask: where’s the wow factor?

6. Turning Staff into Brand Ambassadors

Your front-line staff are more influential than any ad campaign. The best retailers are investing in training, tech, and storytelling skills so their teams can connect, convert and create content.

The result? More trust, better experience, and free(ish) marketing.

✅ Tip: Showcase your staff on social. Give them a voice and a platform.

7. Rethinking Promotions and Discounting

Smart retailers aren’t racing to the bottom. They’re getting clever with dynamic pricing, private offers, product bundling, and loyalty-only deals that feel exclusive.

Discounting without strategy is just margin erosion in disguise.

✅ Tip: Use data to drive discounting. Reward loyalty, not browsers.

8. Making the Backend Brilliant

Operations are finally getting the spotlight they deserve. Leading retailers are investing in stock visibility, supply chain transparency, and streamlined fulfilment.

Because it’s no good promising next-day delivery if the stock’s not there to send.

✅ Tip: Map your full customer journey — and plug the operational gaps causing friction.

9. Owning (and Using) Their Data

With cookies crumbling and third-party data on the decline, smart retailers are doubling down on first-party data: emails, purchase history, SMS permissions, app usage. But the real power? Using it strategically.

Segmentation. Personalisation. Automation with a human touch.

✅ Tip: Clean your data. Then start using it to drive your decisions, not just collect dust.

10. Asking for Help Sooner

Finally — the smartest retailers know they don’t have to figure it all out alone.

They get external perspective, specialist insight, and proper strategy support before things go off-track. Because clarity is faster (and cheaper) than firefighting.

✅ Tip: If you’ve hit a growth plateau, it’s probably a strategy issue — not a sales one.

Final Thought: Evolve — or Be Left Behind

The retail landscape isn’t slowing down. But you don’t have to overhaul everything overnight.

Start by doing what the smartest retailers are doing: look at the big picture, invest in the right areas, and make bold moves based on strategy, not panic.

And if you’re not sure where to start?

That’s exactly what we’re here for.

Ready to rethink your retail strategy?

Let’s talk about how to make your business stronger, smarter, and more resilient in 2025 — and beyond.

Contact clare.bailey@retailchampion.co.uk