The retail industry is undergoing a profound transformation driven by technology, changing consumer expectations, and shifting workforce dynamics. In a recent conversation with Katie Riddle, Global Retail Strategy Lead at Verizon Business, we explored how retailers are navigating these challenges while creating more meaningful experiences for both employees and customers.
One of the most significant challenges retailers face today is staffing. According to recent data, 98% of grocery retailers and 88% of specialty retailers are struggling with hiring and retention. The conventional wisdom suggests that technology investments should focus on efficiency—helping employees do more with less time. However, Riddle offers a more nuanced perspective, suggesting that technology should go beyond making employees more efficient to actually enhancing their overall experience. “It’s not just about making them more efficient, it’s about really providing a better experience for them that makes them want to stay,” Riddle explains. This means implementing tools that help employees feel knowledgeable, empowered, and trusted from day one.
Verizon itself has implemented various technologies in its own retail locations that serve as testing grounds for innovations. For instance, appointment setting systems allow store associates to forecast customer traffic and prepare for specific customer needs in advance. Self-service kiosks enable customers to handle simple transactions independently, freeing up staff to focus on more complex customer interactions. During the pandemic, Verizon quickly pivoted to enable in-store staff to provide customer service via chat and telephone, demonstrating agility in workforce management. Additionally, the company utilizes virtual reality for employee training, making the onboarding process more engaging and effective. 
The pandemic accelerated digital transformation across the retail sector, forcing many organizations to rapidly implement mobile solutions. While some retailers cobbled together temporary solutions, we’ve now reached a more mature stage of digital transformation that focuses on breaking down silos, unifying customer data, and building strong foundational networks. As Riddle notes, “Digital transformation means breaking down silos, breaking down barriers. It means unifying data and customer information databases. It enables everything else that we want to do.”
Looking forward, the integration of mobile technology with in-store experiences represents a massive opportunity. By 2026, 42% of retailers plan to implement mobile apps with in-store features—more than double the current 19%. This shift acknowledges that consumers already use their mobile devices in-store for comparison shopping, checking specifications, and finding products. Retailers are now focusing on enhancing these behaviors through features like in-store chat, wayfinding, and real-time offers. Verizon supports these initiatives by providing the necessary bandwidth, network slicing capabilities, and edge computing solutions that enable real-time customer interactions without overburdening in-store staff.
Perhaps the most exciting frontier is personalization, which is evolving from basic targeted offers to contextual, real-time interactions. The combination of consolidated data, AI capabilities, and high-speed connectivity makes it possible to deliver highly relevant content and offers at the precise moment of decision-making in the physical store. “It is knowing where you are in a store in real time and being able to offer you information, offers, content at that point of decision in real time,” explains Riddle. This creates what industry insiders call the “fidgetal” experience—a seamless blend of physical and digital interactions that enhances the shopping journey.
Finally, our conversation turned to the deployment of AI in retail operations. While AI has been used in back-office functions like inventory management for years, generative AI is opening new frontiers in content creation, marketing, and customer service. Agentic AI—which can perform tasks on behalf of users—is beginning to transform how retailers manage operations and enhance customer experiences. However, Riddle emphasizes the need for governance around AI use, including policies on data utilization and appropriate applications within the business. Unlike some overhyped technologies, Riddle believes AI will continue to exceed expectations: “I think it’s really your imagination is the limit to what it can do.”
