How Major Retailers Are Approaching the Customer Experience in 2025

Customer experience has become a top priority for retailers in 2025. Globally, leading retailers are showing how the strategic use of customer data can personalize experiences and foster loyalty. These insights are especially relevant for businesses in the region, which can draw inspiration from these successful practices to strengthen customer relationships and drive growth.

The strategies and quotes shared in this article were presented during the annual NRF Big Show 2025. Full details are available in the official event recap

Below, we explore the key strategies some of the most recognized brands are implementing and how you, as a retail business, can adapt them to succeed in your market.

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Guess: Exploring the “why” behind the purchase

Personalization has evolved beyond simple product recommendations. For Guess, understanding the reasons behind customer purchases is essential to building strong relationships. According to Lance Tamanaha, director of customer experience at Guess, listening closely to customers provides valuable insights into not only what they buy, but also why they buy it.

Guess has empowered its employees by giving them key customer data, including purchases across all channels, locations, and loyalty status. This information allows associates to deliver personalized experiences that create genuine connections.

One notable example was a pop-up store in Miami, where employees used this data to send personalized invitations to frequent customers and provide enhanced in-store service. This strategy was designed not only to increase sales, but also to create a sense of community. According to Tamanaha, “it wasn't just about driving sales, but about creating an emotional connection with customers.”

What can local businesses learn?

You can apply these approaches by using your customer data to deliver unique experiences that go beyond a simple business transaction.

The Tile Shop: Customers first, technology second

The Tile Shop is undergoing an omnichannel transformation designed to make shopping easier across all channels and personalize the experience for different types of customers, from homeowners to professional contractors.

Christopher Davis, CIO of The Tile Shop, believes the key to delivering an exceptional experience is prioritizing the customer before the technology. Davis explains that many companies make the mistake of investing in advanced technology solutions without first gaining a deep understanding of their customers' needs and expectations. For The Tile Shop, the first step is always to identify the ideal purchase journey: understand what the customer is looking for, how they want to shop, and what kind of experience they value.

“If we don't focus on the customer first and then the products, everything else gets lost,” Davis says. This means technology should be viewed as a tool for creating relevant and satisfying experiences. The company is developing a flexible technology foundation that allows it to meet each customer's needs, including the ability to interact with customers via text messages and enable transactions that begin in one channel and end in another.

How can you apply this?

If your business wants to improve the customer experience, start by thinking about the ideal purchase journey. Identify the type of interaction your customers want, how they prefer to communicate, and what they value most. Then implement the technology needed to make it happen, ensuring every interaction is consistent and satisfying. This approach ensures that technology investments generate a tangible return by aligning directly with customer expectations.

Raley's: Improving price perception with personalized loyalty

Raley's Companies faces the challenge of price perception because of its focus on premium products and experiences. According to Deirdre Zimmermann, director of customer experience at Raley's, infrequent customers tend to think prices are higher than they actually are.

To counter this perception, Raley's has developed a highly personalized loyalty program that offers promotions tailored to each customer's shopping preferences. When members open the Raley's app, they receive relevant offers for products they regularly buy, significantly improving their perception of value.

What lessons can you take away?

You can implement data-driven loyalty programs that offer relevant promotions, reinforce the perception of competitive pricing, and build loyalty.

Key customer experience trends for 2025

1. Data-driven personalization: Understanding customer behavior to deliver personalized experiences.
   






2. Seamless omnichannel experiences: Integrating physical and digital channels so customers can shop wherever and whenever they want.
   






3. Relevance-based loyalty: Rewards and promotions tailored to each customer.
   






4. Customer-focused technology: Implementing technology with customer needs as the top priority.
   






5. Authenticity and emotional connection: Building meaningful relationships with customers.
   

How Tilopay can help retail businesses capitalize on these trends

Tilopay serves as a strategic partner that helps retail businesses capitalize on these key trends. Through its platform, you can:

• Analyze customer data in real time to deliver personalized and relevant promotions.






• Integrate omnichannel payments, allowing your customers to start a purchase in one channel and seamlessly complete it in another.






• Develop effective loyalty programs that improve value perception and encourage repeat purchases.






• Optimize the customer experience through technology solutions that prioritize customer satisfaction and convenience.

In an increasingly competitive market, leveraging tools like Tilopay will help you stand out by delivering personalized, consistent, and authentic shopping experiences. Adapting these strategies to your business will significantly contribute to growth and customer retention.