Digital in store: The 2026 project

However, the fact that the physical store (tiling) takes longer to adapt to new technologies is not surprising. Its evolution requires significant investments, both financial and human and technological, to offer an experience that is above all practical and relevant for shoppers.

The Hardware Battle: a market in full recomposition

The next big step in retail is crystallizing around connected equipment. Smart screens, electronic labels, interactive terminals: players like Vusion and Hanshow are increasingly present in the ecosystem and are the subject of increased interest from retailers. But reducing the digital transformation of the store to a simple equipment race would be a major strategic mistake. Hardware is only a vector, and is only a first step in the digitalization of points of sale. The next topic will involve the content of these tools, and how these devices can be used to create engagement and value for both brands and consumers.

Reenchanting the physical experience

Faced with the rise of artificial intelligence and the growing sophistication of e-commerce, the physical store must assert its assets: the tactile, sensory, immersive experience. The relationship with the product is an essential dimension that must be valued at the heart of the strategy of points of sale.

To go further, the reinvention of the store must go beyond simple functionality to create a story. Connected screens must become storytelling media, interfaces capable of contextualizing the offer, explaining the benefits produced, and creating emotion. The challenge is not only to equip, but to tell stories.

If the digitization attempts of the last 15 years remained siloed between digital and physical, the current technological arsenal now makes it possible to fully consider the entire customer experience. Identification of shoppers, personalization of content in real time, adaptation of interfaces: the technical building blocks exist and are operational.
This technological maturity also responds to a physical constraint that is often underestimated: the Faraday cage effect of many stores drastically limits mobile connectivity. Smartphone applications struggle to function properly in these environments. Connected screens in stores then become a natural solution to bring more fluidity but also more precision to the experience, for example when looking for a product, in orienting in the store or through interactive experiences.

Omnichannel is played in stores

Current discussions between advertising players and hardware manufacturers reveal major strategic complementarities in favor of omnicanality. For retailers, offering a real omnichannel experience is ultimately the way shoppers shop today. Responding appropriately to these new consumption patterns and buying habits should be the guideline for any experimentation around the digital store. Players who know how to combine hardware excellence, tool power and data intelligence will take a decisive lead.

A recurring objection questions the relevance of digital in-store outside cities or for less connected populations. This vision is simplistic: the key lies in ergonomics and adaptability. A truly relevant device that will be used by shoppers will take into consideration - from the moment of its conception - the various user profiles (senior, digital native, person with disabilities) to offer everyone a fluid, coherent experience that is adapted to their expectations.

Operational optimization

Beyond the customer experience, the digital in-store offers considerable operational efficiency gains. Management of expiration dates, real-time stock monitoring, optimized replenishment: a centralized digital device makes it possible to drastically reduce management costs. The economic intelligence of the model lies in this double creation of value: enriching the shopper experience while reducing operating expenses. Retailers that integrate this operational dimension into their in-store digital strategy will maximize the return on investment.

Seize the opportunity

The current market dynamics are favorable to in-store digital development. Technologies are mature, hardware players are accelerating, consumer expectations are changing. The store in 2026 will be hybrid. Between enhanced experience and operational efficiency, the digital in-store is shaping the contours of tomorrow's retail.

Retailers must now seize the opportunities available to them to adapt their value proposition and stay in sync with their shoppers. The question is no longer if, but when and how to deploy at scale.