Future-ready retail: Balancing efficiency, experience and resilience in a shifting world

2025 CGI Voice of Clients: Technology modernization, data-driven insights and operational excellence underpin retailers’ success amid market uncertainty

For years, retail organizations have felt the impact of major macro trends reshaping the global landscape. The fight against climate change, shifts in world economic order, demographic changes, and rapid digital acceleration have all gradually redefined how the industry operates.

This year, however, these macro trends have been eclipsed by changing fiscal and regulatory environments. CGI Voice of Our Clients research shows that 55% of retail, consumer goods and wholesale executives cite it as the second most impactful macro trend. Uncertainty around trade tariffs and evolving regulations, especially in Europe, is adding new layers of complexity. The top macro trend, cited by 57% of executives, remains technology and digital acceleration.

Put together, all of this has profound consequences for supply chain continuity. Combined with limited consumer purchasing power, retailers face mounting pressure on both volumes and margins. In this climate, navigating the road ahead requires balance. Retailers must look ahead to anticipate what’s coming, invest boldly in technology and new markets, and simultaneously drive operational efficiency to protect margins.

Driving efficiency and personalization through technology investments

This year’s VOC findings, gathered from conversations with 113 retail, consumer goods and wholesale executives, reveal that enhancing operational efficiency to better manage costs and drive performance is the top business priority. At the same time, retailers are sharpening their focus on elevating the customer experience through omnichannel modernization and more personalized engagement.

When it comes to technology, their number one IT priority is modernizing IT infrastructure and legacy systems. In fact, 87% of executives report facing medium-to-high challenges with legacy systems, which is hampering the successful implementation of their digitization strategy. The number two IT priority is the need to optimize operations to stay agile and competitive.

Retailers today are in a clear race to invest in technology that drives efficiency across the entire value chain. For instance, solutions that automate and simplify store operations help to reduce employee headcount, shorten queues and make transactions seamless, creating frictionless experiences for both customers and employees.

Personalized product recommendations are helping shoppers make faster and more confident decisions. At the same time, AI and machine learning are transforming forecasting and replenishment, reducing excess inventory, while unlocking new sales opportunities. Our research finds that AI adoption is maturing as executives explore advanced use cases, such as using GenAI to help customer contact centers provide better and faster replies across all channels.

To achieve this level of responsiveness, many retailers are replacing legacy systems and embracing data-driven models. Real-time information flows are becoming essential—not just to keep customers informed about product availability, but to empower employees with the insights they need (for instance, on inventory levels across locations) to deliver excellent service.

Strategic imperatives to become future-ready

Drawing on our extensive experience in the retail sector and insights gathered from these conversations with business and IT leaders, we propose strategic actions to stay resilient and competitive in this environment.

1. Ensure a frictionless omnichannel customer journey. Today’s consumers are quicker to abandon retailers when they encounter experiences that frustrate them, whether it’s a confusing webpage, outdated information, or complex and confusing return and exchange processes. Remember, loyalty rarely survives friction in retail.
2. Enhance data quality and accessibility. Accurate, well-managed data is essential, not only to empower employees and inform customers, but also to improve operational efficiency and enable AI-driven capabilities.
3. Prioritize change management. Introducing new solutions and ways of working is as much about people as it is about technology. Success depends on preparing teams, securing buy-in and supporting adoption throughout the organization.
4. Plan carefully when phasing out legacy systems. Establish a clear strategy and a roadmap. Prioritize initiatives that deliver the strongest ROI. Work closely with trusted service providers to help with your IT modernization initiatives and to manage risk and ensure a smooth transition.

Recognizing that needs will vary by segment and situation—we also encourage retailers, when relevant, to:

• Closely monitor the regulatory landscape and begin exploring traceability technologies such as digital product passports to strengthen reporting and compliance.
• Build greater supply chain resilience by identifying sensitive products, sourcing from multiple suppliers, and considering nearshoring production to reduce exposure to disruption.

If these insights resonate with you, and you’d like to know more about the CGI Voice of Our Clients findings, I invite you to watch a video and connect with me to continue the conversation and explore what they mean for your business.