BY VASILI TRIANT, UJET

ILLUSTRATION PROVIDED BY ADOBE STOCK

Retail is in the middle of a reckoning.

• Economic turmoil, rising operating costs, and shifting consumer habits are driving a wave of store closures, cutting off many of the face-to-face interactions that once built loyalty.

• U. S. consumers are spending more selectively, trading down in categories like apparel and home goods, and looking for convenience above all else.

As the physical touchpoints disappear, rising expectations have shifted to digital channels: making the contact center the new storefront.

At the same time, virtual agents are increasingly taking on repetitive work, while human agents focus on higher-impact interactions like retention, renewals, and cross-sell and upsell opportunities. That shift is elevating the role of the contact center from a cost center to a true driver of revenue and loyalty.

MOST RETAILERS AREN’ T PREPARED

Here’ s just one example. Our research shows that 67 % have yet to digitize their customer service for the mobile era. Even though smartphones was one of the top factors influencing purchasing decisions in 2025.