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European retail barometer 2025

European retail barometer 2025

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.

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Retail barometer 2025

Retailers’ outlook on the industry in 2025

  • How do Europe’s leading retailers view 2025, and what are their expectations for the rest of the year?
  • How does this outlook influence their IT investment decisions compared to 2024? 
  • How do they plan to allocate their budgets across seven critical technology areas?
  • What key challenges and opportunities are shaping their strategies in 2025 and beyond?

Europe’s largest retailers vs. process optimisation

  • What business areas are European retailers targeting for process optimisation?
  • Where are they achieving the highest return on investment?
  • Which technologies have they already deployed, and which do they plan to implement in 2025?

We’ve answered all these questions and more in our new report.

The first step for a retailer who wants to optimise processes is to understand and define those processes to a reasonable level of detail. Surprisingly, many retailers are only now beginning to develop and implement process ownership and management.

Anders Hedfalk Industry Expert and Retail Domain Lead, Sweden

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European retail barometer 2024

European retail barometer 2024

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.

Read 2024 report
Retail barometer