Retail: WOW Trends in 2025 

Retail in 2025 is undergoing renewal. After a period marked by economic challenges and an upheaval in shopping habits, consumers are rediscovering in-person shopping, and retailers are competing ingeniously to win them over.   

The 2025 edition of Leger’s WOW study on the in-store and online customer experience has been instrumental in helping our specialists identify the latest trends that will reshape the retail industry in the coming year.  

So, what will drive retail in 2025? Leger’s latest WOW study reveals the customer experience trends every retailer should be watching. 

In 2025, in-store is reclaiming its place. After years of shunning brick-and-mortar stores in favour of online purchasing, consumers are now rediscovering the pleasure of strolling through shops—to touch products, try on clothing, and, most importantly, benefit from in-store advice. 

The proof? Over half of surveyed consumers (54%) mentioned rediscovering the joy of shopping in-store and its benefits, a significant jump from 2024 (24%).  

For the first time in a while, shopping in-store is no longer perceived as a mere expense. It is a genuine experience worth the trip. 

But this renewed interest is not due to chance. Faced with persistent challenges such as labour shortages and rising living costs, retailers had no choice but to adapt by introducing:  

• Exclusive offers for special discounts only at the store;  

• Optimized loyalty programs to reward regular customers;  

• In-store low-price zones to attract and satisfy promotion enthusiasts.   

These profitable strategies confirm one thing: the future of business lies in an increasingly fluid and attractive customer experience. 

The WOW study doesn’t just look at figures: thanks to the responses of more than 11,000 Ontarians and 6,500 Western Canadians, it delves deep into consumers’ expectations. And one thing is clear this year: customers are more demanding than ever. 

While retailers are facing numerous challenges, namely labour shortages, inflation, supply problems, and many more, consumers, on the other hand, are no longer patient. They now expect concrete solutions and a service that goes above and beyond.  

This translates into an increased demand for more available and competent staff, a pleasant environment, and a unique sensory experience in-store.  

What are they looking for?  

• Personalized promotions; 
• Loyalty rewards; 
• Well-stocked shelves; 
• Available, efficient, and friendly staff, and;  
• An organized and clean store. 

For example, brands in Ontario, such as Long & McQuade or Lindt, that offer personalized interaction and immersive product discovery, stand out among their competitors.  

Even if online shopping becomes increasingly popular due to its ease, the in-store experience still holds a powerful allure, and the WOW study proves it. When asked why they shop in person rather than online, Ontarians and Western Canadians gave answers that speak to something more than convenience. 

The top reason? Immediate availability: 29% of respondents say they want their item now, without the wait and porch thieves. But it’s beyond just speed. Almost one in four respondents (23%) say they want to see, touch, or try a product before buying, especially for items for which quality, fit, or freshness matters.  

Then there’s the thrill of the unexpected: 16% enjoy discovering new products guided by curiosity and impulse. Another 16% mention the experience of going out, walking around, and interacting with the world. It’s shopping as an outing, not just an errand. 

In other words, the store will always matter. The challenge is making that in-person moment worth it. And that’s where the charm of shopping centres comes in. 

While many have expected their decline, shopping malls remain must-visit destinations. In 2025, 77% of Ontarians have visited a shopping centre in the last six months, proving that these places continue to attract massive numbers of shoppers. 

Several shopping centres from the Greater Toronto Area rank among the top 5 best shopping experiences, including CF Sherway Gardens in Toronto, Square One Shopping Centre in Mississauga, and The Well in Toronto. However, it’s Conestoga Mall in Waterloo that takes the top spot overall. 

Beyond the stores, consumers are particularly interested in a pleasant, immersive atmosphere.   

The most successful shopping centres include many factors to enhance their appeal, such as:  

• An upscale ambiance (e.g., music, lighting, decor, rest area);  
• Variety and relevance of stores (i.e., number of stores, different offers, styles, etc.); 
• Branding and marketing (e.g., The Well).   

In 2025, the wall between physical and digital commerce continues to crumble. Welcome to the age of “phygital”, the intelligent blend of physical and digital that optimizes customer experience. 

The term “phygital” is a contraction of “physical” and “digital.” It refers to the integration of digital technology into the in-store experience to create a fluid, interactive customer journey. By teaming up with technology, retailers can offer consumers the best of both worlds without friction. (Source: CanadianSME) 

In practice, what does it mean?  

• Stand-alone checkouts to speed up the purchasing process and enable staff to focus on customer advice and support; 
• Mobile applications that allow customers to scan a product to view customer reviews; 
• Interactive kiosks that make it easier to order an out-of-stock item online;   
• Use of facial recognition to allow customers to try on items not available in-store;   
• Fitting rooms that use artificial intelligence to offer a revamped experience.   

This blend of the virtual and real allows brands to optimize customer satisfaction while boosting sales. 

For example, companies such as Sephora rely on augmented reality to virtually test products, while Walmart and Uniqlo optimize their smart checkouts to speed up the purchasing process. 

The real winners are the retailers who succeed in integrating these technologies into their daily operations to enhance their offerings and transform the customer experience. Quite often, they are the ones who see their WOW index climb.   

Efficiency is key, but ethics should not be disregarded. In 2025, consumers will be more sensitive than ever to sustainable practices and local businesses. 

A growing interest in local businesses and the human experience accompanies the return to shopping malls. They don’t just come to buy—they want to support local businesses, choose more responsible products, and enjoy a pleasant experience.  

Transparency and ethics influence purchasing decisions: companies like Lush and Patagonia attract consumers by highlighting sustainable and responsible practices.  

With consumers looking for service, innovation, and engagement, successful retailers will offer a fluid, personalized approach adapted to these new expectations.  

Would you like to dig deeper into the data, rankings, and industry insights? The full WOW 2025 report is packed with detailed analysis to inform your business decisions. A must-read for staying ahead of the curve.