Why retailers should double down on personalization and omnichannel tech

There appears to be some good news for retailers this holiday season. The National Retail Federation has predicted that overall U.S. holiday sales will rise between 2.7% and 3.7% over last year. Deloitte is forecasting a similar 2.9% to 3.4% increase in total 2025 holiday sales. 

While 2025 holiday retail shopping may not top the notable growth of 2023 to 2024, consumers are still expected to spend significantly on Black Friday 2025. Experian notes, however, that “With inflation still weighing on household budgets and new tariffs potentially reducing consumer spending power by up to $78 billion, brands and shoppers are entering the holiday season with uncertainty.”

Natalie Martini, vice chair, Deloitte, and U.S. retail and consumer products leader, is more optimistic, saying, “We expect this holiday season to demonstrate the resiliency of consumers as they continue to face economic uncertainty. Our forecast anticipates that ecommerce sales will stay strong as consumers keep leveraging online deals to stretch their spending power.”

This year, the consensus among analysts seems to be that holiday shoppers will be more intentional than impulsive. This would indicate that they will shop in an omnichannel manner, browsing influencers on social media, watching TV ads, researching on their favored search engines, and checking in-store or online pricing and availability before buying. A shopper might discover a product on social media, check reviews through a search engine, confirm availability in the retailer’s app/web site, and then pick it up in-store the same day. Each step must feel connected and consistent. If the experience breaks down at any point, the sale is likely lost. 

The onus is on retailers to deliver a seamless, integrated shopping experience across all available channels — both online and in physical stores. The key is consistency, so the customer's journey feels connected and uninterrupted, regardless of whether they are on a mobile device, a desktop, or walking into your brick-and-mortar store. 

Unifying personalization across channels

To satisfy this omnichannel approach, consumers will look for consistent, personalized and seamless experiences no matter where they engage. Successful retailers are turning to technology to gain a competitive edge by delivering those experiences. These technologies include the infrastructure that supports Point of Sale (POS) systems that gather buyer data, AI-powered recommendations for consumers, easily accessible omnichannel purchase options, personalization across all points of contact, advanced analytics and IoT smart devices.

All of these touchpoints create an opportunity to gather significant data and then act on that data to create customized experiences for shoppers. In just one instance, AI-powered POS can suggest promotions in real time based on purchase history.

To take advantage of the customized experiences potential of using customer data, retailers need fast, secureand direct connections to public clouds and internal data centers where that data resides. Retailers should act now to capitalize on the opportunity presented by the increased availability of pertinent data. Personalization efforts should be focused on analyzing customer data with AI and machine learning (ML) to produce actionable information. These insights can help retailers deliver tailored product and service recommendations that increase engagement and drive sales growth.

Capturing and analyzing the data generated by customer actions to create tailored journeys that meet buyer expectations requires a modernized digital infrastructure. Retailers are adopting the solutions necessary to help seize personalization opportunities. Retailers must also guard against disruption, as peak shopping days are prime targets for cybercriminals launching DDoS attacks that can take down websites and POS systems within minutes. In addition to embracing the tech that enables tailored journeys for customers, leading retailers are simultaneously implementing cybersecurity protocols that can securely improve the customer experience across channels and optimize business operations.

Finding the right solution for you

None of this personalization can happen without the right digital backbone, and that’s where technology partners matter most. Our experts collaborate with retailers of all sizes to build modern networks to support advanced data capture and storage. With dedicated fiber internet and cloud connectivity solutions to help break down data silos, retailers can understand and respond to customers faster, while optimizing supply chains. Find out more about how we can help you to grow profitable retail operations with reliable, secure, cost-effective solutions that elevate customer experiences and simplify network management.