Challenges of the modern retail trade

The retail space, as a crucial factor influencing the customer s feelings, continues to be under great pressure of adopting and embedding digital processes, while supporting the food education, the fight against waste, and the respect for the environment. Today s shoppers are turning to their mobile devices throughout the shopping experience, their smartphones becoming more integral in their daily lives, while businesses are choosing among many different ways to make the instore experience mobile-friendly, taking advantage of this significant touch point. The evolution of the modern retail trade in Romania continues to be spectacular in what concerns competing in offering customers consistent experiences whether they interact with a brand in-store, online or via mobile. by delivering them content fast and seamlessly across all these channels, while also not forgetting that the foundation of retailing is understanding what customers want and need, and consequently developing a deep understanding of the decision journey that the new shoppers undertake. The evolution of the mobile phones in Romania is also spectacular, consumers becoming step by step more preoccupied with the features and technological qualities of their smartphones, and this is offering opportunities for stores to experiment and innovate.