2025 in-store customer experience trends: how shopping centers can reinvent themselves

Introduction

Faced with a consumer who is increasingly demanding, connected and sensitive to brand commitments, the in-store customer experience is becoming a strategic lever for differentiation. In 2025, shopping centers and retail chains must go well beyond the traditional shopping journey. What's at stake? Offer a immersive, fluid, personalized and meaningful journey.

This article deciphers 2025 major trends in customer experience at the point of sale, with concrete examples and courses of action. You will also discover a focus on 10 practical services to set up in your shopping center, as well as a exclusive customer case : how a center collected more than 10,000 customer emails in one year.

Trend #1: The customer experience is becoming omnichannel in essence

The fusion of physical and digital

In 2025, the customer no longer distinguishes between channels: the experience should be smooth, continuous, and seamless, from the smartphone to the store. The most successful retailers invest in:

• Shopping mall apps : loyalty, personalized offers, geolocation of services, real-time notifications.
• Interactive terminals or QR codes at the point of sale, to consult a stock, reserve a product or order online.
• The digitalization of shop windows, with connected screens and dynamic content depending on the time of day or traffic.

Example: some shopping centers are testing connected mirrors to visualize worn clothing without physically trying it on.

Trend #2: Sustainability at the heart of the store experience

Commerce is becoming more responsible

The customers of 2025 are no longer satisfied with products. They are looking for values, meaning, coherence. The environmental commitment of a center or a brand becomes a purchase selection criterion.

The actions visible in stores are numerous: - Second hand corners or repairs in shops. - Sorting instructions, recycling areas, packaging return systems. - Clear signage on the environmental impact of products.

In Lyon, some centers are testing transparency labels displayed in the window, providing information on the origin, transport and composition of the product.

Trend #3: Towards hyper-personalization of customer relationships

Data at the service of experience

Thanks to the intelligent collection of customer data (via Wi-Fi, loyalty programs, connected terminals), retailers can offer:

• Of personalized recommendations in real time.
• Of exclusive offers based on buying habits.
• One VIP experience for loyal customers or ambassador profiles.

This personalization also applies to the atmosphere of the place: Music, temperature, lighting adjusted automatically according to profiles and attendance.

See also: Customer case: how a shopping center collected 10,000 customer emails in 1 year

Trend #4: The experience becomes immersive and emotional

Living instead of buying

To stand out from e-commerce, the physical store is becoming a A place of life, surprise and emotions.

The most innovative shopping centers transform their space with: - Artistic or sensory installations (sounds, lights, immersive paths) . - Experimental areas around products (product testing, coaching, live events) . - Relaxation, coworking or leisure spaces to extend the visit.

Example: a shopping center regularly organizes concerts or culinary events to generate flow.

Trend #5: The smartphone as an extension of the customer experience

The discreet and indispensable ally of the store journey

In 2025, the smartphone becomes the main interface between the mall and the customer. It allows you to:
- Scan a product, order it or add it to your wishlist.
- Find your way around the center, access practical services (toilets, parking, click & collect...).
- Take advantage of exclusive offers, participate in contests or give your opinion in one click.

Shopping centers that invest in services like free mobile recharge Or the frictionless payment increase their loyalty.

Trend #6: Artificial intelligence boosts personalization and foresight

Predictive customer service

Thanks to AI, retailers can:
- Anticipate peak attendance to adjust headcount and entertainment.
- Generate hyper-effective targeted campaigns.
- Offer a instant support via chatbots or voice assistants in stores.

AI is also used for analyze visitor behavior, optimize hot/cold areas and rethink the layout.

Trend #7: The community at the heart of loyalty

Create a strong bond beyond the transaction

The customer no longer just wants to be “served”, he wants belong to a community.
This involves:
- Expanded loyalty programs, integrating challenges, exclusive content or early access.
- The promotion of ambassador customers on social networks or in store.
- Local collaborations : artisans, artists, emerging brands.

Centers that organize events with local influencers or participatory challenges create more attachment.

The 10 practical services to set up in your shopping center

Are you wondering how to concretely integrate these trends into your 2025 strategy? Discover in this article the 10 practical services that turn a simple visit into memorable experience for your visitors: mobile charging, personalization, real-time analytics, circular corners, etc.

➡️ Read the article: The 10 practical services to set up in your shopping center

The strategic role of services in attracting and converting visitors

More than ever, the services offered in situ influence the perception of a shopping center and the length of visit. It's often the details (Wi-Fi connection, comfortable chairs, location system) that determine if the experience is pleasant... or frustrating.

Among the popular services:
- Self-service mobile charging.
- Dedicated application with personalized notifications.
- Simple and motivating loyalty program.
- Connected services to locate stores, follow events, book a slot in store.

Conclusion

The store customer experience in 2025 is hybrid, committed, emotional and technological. It is no longer limited to selling, but to create a lasting relationship with visitors.

Shopping centers and retailers that invest in these new uses are getting a head start on the competition. On the other hand, those who neglect the evolution of customer expectations risk a lasting drop in attendance.

Do you want to take action and be inspired by the best practices on the market? Discover our other articles on the evolution of retail, intelligent loyalty and the dramatization of customer services.