The barometer also reveals that the challenges linked to the adoption

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The study thus states that hyper-personalisation , understood as the adaptation of products, messages and offers to the explicit, implicit and emotional needs of each client, will remain at the forefront of innovation strategies for businesses.

“Using these technologies to advance hyperpersonalization is increasingly within reach of retailers , thanks to the growing availability and accessibility of tools based on predictive AI models,” says Javier Alonso, Marketing & Commerce senior advisor at Seidor.

Of technology are the ones that most concern retailers, with an average increase of 17%.

The challenges that most concern the sector pakistan phone data are the proliferation of product sales through digital platforms or third-party marketplaces (27% of the companies surveyed), the digitalisation of physical stores to adapt them to buyers (13%) and the technological development of the supply chain (10%).

Other relevant challenges for Spanish retailers are the need to gain agility in their businesses (72%), promote innovation (66%) and improve communication with customers (66%).

The study also highlights the advancement of the phygital concept , which has gone from being a complete integration of physical and digital sales channels to being conceived as a complementarity between the physical store environment and the possibility of online shopping , where each channel retains its own differential characteristics.

Finally, the barometer highlights that the current geopolitical context , dominated by inflation, fear of recession and political instability, is leading to a change in purchasing action, where services and greater personalization are prioritized.

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