{"id":15196,"date":"2025-05-02T05:17:01","date_gmt":"2025-05-02T05:17:01","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/next-level-cx-5-must-have-strategies-for-online-retail-in-2025\/"},"modified":"2025-05-02T05:17:01","modified_gmt":"2025-05-02T05:17:01","slug":"next-level-cx-5-must-have-strategies-for-online-retail-in-2025","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/next-level-cx-5-must-have-strategies-for-online-retail-in-2025\/","title":{"rendered":"Next-level CX: 5 must-have strategies for online retail in 2025"},"content":{"rendered":"

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Online retail in 2025 is shaping up to be a challenging arena. Among the quagmire of noise within the space, the brands that are cutting through aren\u2019t just keeping up with change – they\u2019re driving it. With consumers expecting instant gratification, deeper personalisation, and seamless interactions across every touchpoint, it\u2019s vital that retailers evolve beyond transactions and create experiences that feel intuitive, engaging and frictionless.<\/p>\n

Rupert Firmstone, Global Head of PIM & DAM at Columbus has 2 decades of experience helping major brands, manufacturers and retailers improve there their customers journeys, pioneering game-changing strategies in customer experience and audience engagement.<\/p>\n

Today, Retail Gazette sits down with Rupert to discuss what an optimum customer experience looks like, and how shifting demographics within target audiences are changing the game for all. “Retailers don\u2019t understand the younger demographic, and they haven\u2019t adapted their strategy to deal with this,” he explains. “The ones that do will be the ones who survive”<\/p>\n

Rupert\u2019s insights into personalisation, engagement, and agility highlight the critical shifts defining modern retail, from the explosion of contextual commerce to the need for seamless omnichannel experiences. Here\u2019s how brands can stay ahead.<\/p>\n

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  1. Contextualisation, not just personalisation<\/strong><\/li>\n<\/ol>\n

    For years, the retail industry has pushed personalisation as the holy grail of customer experience. But in 2025, it\u2019s no longer enough to throw a customer\u2019s first name into an email or recommend a product based on past purchases. Context matters more than ever.<\/p>\n

    “I call it contextualisation,” says Rupert. “It\u2019s not about showing a different product – it\u2019s about showing the same product in a different context, tailored to the consumer\u2019s lifestyle.”<\/p>\n

    Imagine a shopper browsing for a dress on a fashion retailer\u2019s website. A 50-year-old woman sees the dress modelled in a setting relevant to her life – perhaps a summer barbecue or a weekend getaway. Her 25-year-old daughter sees the same dress styled for a night out or a festival. The product is the same, but the context shifts depending on the customer.<\/p>\n

    This approach takes personalisation to another level, but it requires deep data insights. “Retailers need to move beyond basic algorithms and into dynamic experiences,” says Rupert. “Those that get this right will create not just loyal customers but lifelong brand advocates.”<\/p>\n

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    1. The data dilemma: Consumers want personalisation, but at what cost?<\/strong><\/li>\n<\/ol>\n

      While hyper-personalisation enhances the shopping experience, it also raises questions around data privacy. British consumers are particularly privacy-conscious, with 68% unwilling to share their data unless they understand how it\u2019s used (Deloitte).<\/p>\n

      “Consumers don\u2019t always know best,” Rupert states bluntly. “They tick a box saying they don\u2019t want their data used, but then they expect an amazing, frictionless online experience. The two are mutually exclusive. Retailers need to educate consumers on the trade-off and make them feel in control of their data while still delivering value.”<\/p>\n

      The challenge for retailers? Earning consumer trust. Transparency is key – clearly communicating how data enhances their shopping experience, offering real value in return, and ensuring compliance with evolving data regulations. “Brands that are upfront about how they use customer data will see higher engagement,” says Rupert. “It’s all about making it clear that there\u2019s a genuine benefit to the customer.”<\/p>\n

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      1. Engagement beyond transactions: \u2018Retailers must become publishers\u2019<\/strong><\/li>\n<\/ol>\n

        The days of simply selling products in a purely transactional manner are over. To build lasting customer loyalty, retailers must become content creators, Rupert, who spent 20 years in publishing, puts it plainly: “Retailers are publishers now. They need to engage their audience with content that makes them want to come back – even if they\u2019re not looking to buy.”<\/p>\n

        Brands like Screwfix have nailed this approach, turning their website into an essential resource for DIY enthusiasts. Firmstone explains, “I go to Screwfix to look up technical specifications, not just to buy. And because they provide real value, I keep going back.”<\/p>\n

        Retailers need to move beyond one-way messaging and instead foster meaningful, two-way conversations with their audience, using interactive content, real-time engagement, and community-driven initiatives. “It\u2019s about building a relationship, not just making a sale,” says Firmstone. “Retailers who crack this will dominate in 2025.”<\/p>\n

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        1. Efficiency is everything: Remove the friction<\/strong><\/li>\n<\/ol>\n

          Friction in the customer journey is a dealbreaker. According to the Baymard Institute, UK retailers lose an estimated \u00a318 billion annually to cart abandonment due to poor UX. And the most successful brands? They get it right.<\/p>\n

          Rupert again highlights his own experiences as a consumer at Screwfix as a prime example: “I can find a product by category and family, filter by voltage, size, or regulatory compliance, add it to my basket in seconds, do Click & Collect, and when I arrive, they already know who I am and greet me by name. That\u2019s how seamless CX should be from online to in store with a fully integrated experience.<\/p>\n

          From checkout simplicity to flexible delivery options, retailers must identify and remove points of friction at every stage of the journey. Investing in conversion rate optimisation (CRO) and last-mile logistics isn\u2019t optional – it\u2019s a necessity. “If you make it difficult for customers, they\u2019ll go elsewhere. It’s that simple,” Rupert warns.<\/p>\n

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          1. Adapt or die: The need for radical agility<\/strong><\/li>\n<\/ol>\n

            If there\u2019s one lesson from 2025\u2019s retail evolution, it\u2019s that agility isn\u2019t optional – it\u2019s the basis of staying relevant. The brands that can pivot quickly to consumer demands will be the ones leading the market.<\/p>\n

            Meanwhile, the most agile retailers are those that react to trends in real time. “The ability to take an idea from concept to execution within days is what separates modern, adaptive brands from those struggling to keep up,” Firmstone says.<\/p>\n

            Firmstone shares that, to be agile, businesses need:<\/p>\n