The retail industry is moving into 2026 in a spirit of cautious optimism. Many uncertainties remain around trade policy, geopolitical tensions, and rising costs, but the overall sentiment is noticeably better than one year ago.
A majority of Retail Barometer respondents are planning to increase investments in technology. AI, data management, and cybersecurity are prioritised areas. But it is also clear that AI opportunities come with severe barriers to implementation. Scaling AI is hard, and a large number of AI projects fail to deliver true business value. Based on survey feedback from retail decision makers and interviews with industry experts, the Retail Barometer will give you timely insights into:
No one can tell exactly where data and AI will finally take the retail industry. But after a period of intense hype, development patterns are emerging, and we are ready to learn from experienced practitioners in the field.
Testing and experimenting with AI is important. But for true success in scaling AI, a holistic approach is needed.
Anders Hedfalk Retail Lead, Solita
Retailers across Europe are feeling the pressure. Rising costs, economic uncertainty, and shifting consumer behaviour are forcing companies to rethink how they operate and focus on optimising processes across their operations.
New technologies bring exciting possibilities for process optimisation, offering smarter automation, better data insights, and greater efficiency. However, the key to real impact isn’t just adopting the latest tools. It’s ensuring you have a clear understanding of your goals.
The right technology should support a well-thought-out strategy, not be a quick fix for deeper operational challenges.
That’s why we asked top decision-makers from Europe’s largest retail companies to share their outlook on the current state of the industry and their approach to investing in cutting-edge technology.
In the second edition of our European Retail Barometer, State of Retail 2025, we zero in on another crucial aspect of modern retail: process optimisation for more efficient business operations.
How are Europe’s largest retailers handling data collection and monetisation?
Thriving in today’s retail landscape requires companies to strike a delicate balance between multiple stakeholders’ needs while adapting to external challenges and staying on top of rapid technological advancements.
We know that impactful strategies are built on real-time insights into industry trends and competitor activity. Decision-making grounded in reliable, current data is essential for success.
That’s why we asked top decision-makers from 20 of Europe’s largest retail companies, each with annual revenues exceeding €100 million, to share their outlook on the current state of the industry and their approach to investing in cutting-edge technology.
In this inaugural edition of our European Retail Barometer, we zero in on a pivotal aspect of modern retail: data collection and monetisation.
