At DELIVER Europe 2024, an expert panel led by PwC explored how retailers are redefining the store of the future in a rapidly evolving landscape. Petra Robben, a partner at PwC, moderated a discussion with retail leaders from HEMA, fonQ and AG1, each bringing unique perspectives on digital innovation, customer experience, and omnichannel strategies.

The session highlighted key findings from the PwC Retail Monitor 2024, revealing that while digitalisation and automation are accelerating, in-store experiences and human interaction remain critical.

HEMA is already implementing its vision of the future, rolling out new store formats that integrate technology and sustainability. With self-scanning, electronic shelf labels, and AI-driven personalisation, the retailer aims to enhance efficiency while maintaining the value of human touch. Meanwhile, online platform fonQ is leveraging AR and AI-powered tools to improve customer trust and reduce returns—one of the biggest logistical challenges in home and living retail. The debate around return policies is shaping new business models, with some retailers experimenting with paid returns to encourage more considered purchases.

AG1, a digital-first nutrition brand, provided an e-commerce perspective, demonstrating how influencer marketing, social commerce, and direct-to-consumer engagement are shaping modern retail strategies. The panel agreed that the future of retail is not about choosing between physical and digital channels but rather blending them into a seamless, customer-centric experience. Sustainability, operational efficiency, and technological innovation will continue to drive the evolution of retail stores, ensuring they remain relevant and engaging in an increasingly competitive market.