The Spanish retail industry is undergoing a significant transformation driven by shifting consumer expectations and technological advancements. For example, did you know that 74% of Spanish consumers prefer personalized shopping experiences?
As we look toward 2025, understanding and adapting to key retail trends is essential for retailers that want to stay ahead in a competitive market. From digitalization to sustainability, these trends represent a new era in retail, where understanding the customer is paramount.
In this blog, we’ll explore the six critical trends shaping the future of retail in Spain and discuss how brands can leverage these insights to engage customers, drive sales, and foster loyalty.
1. Research Online, Purchase Offline (ROPO)
The ROPO trend—Research Online, Purchase Offline—continues to redefine shopping behavior in Spain. Nearly three-quarters of Spanish consumers now research products online before buying them in-store. This trend highlights the importance of a strong online presence, as digital channels significantly influence in-store purchases.
Retailers can capitalize on ROPO by providing detailed product descriptions, customer reviews, and up-to-date pricing on their websites and digital catalogs. Engaging digital content draws consumers in, increasing the likelihood of an in-store visit to complete the purchase. By understanding this trend, brands can effectively bridge the digital and physical shopping experience, ensuring they remain top-of-mind when customers enter a store.
2. The AI Revolution
Artificial intelligence (AI) transforms retail by making shopping more personalized and efficient. Today, 40% of Spanish consumers rely on AI-driven recommendations, indicating a shift toward faster, more informed purchasing decisions. AI enables retailers to gather data on consumer preferences, which can then be used to deliver tailored recommendations and dynamic pricing.
For Spanish retailers, AI can enhance the customer experience in multiple ways. AI-powered digital catalogs can suggest relevant products, while dynamic pricing adjusts costs based on competitor prices and demand. Additionally, AI-based demand forecasting helps ensure that in-demand items are in stock, reducing wait times and improving customer satisfaction.
3. Omnichannel Shopping Experiences
In today’s interconnected retail environment, consumers expect a seamless experience, whether shopping online or in-store. Approximately 60% of Spanish consumers shop online more frequently, but physical stores still play a crucial role, accounting for 40% of retail sales. This balance underscores the need for an omnichannel approach integrating online and offline touchpoints.
By blending digital and in-store experiences, retailers can offer customers options like click-and-collect, in-store returns for online purchases, and self-checkout. Omnichannel retailing meets customers where they are and offers flexibility, which is vital in building brand loyalty.
4. Redefining Value
Spanish consumers are increasingly value-driven, seeking affordable yet high-quality products. The economic pressures of recent years have shaped buying behaviors, with 36% of shoppers actively seeking promotions. Retailers that balance affordable options with premium offerings stand out in a competitive landscape.
By showcasing value-based products and promotional offers in digital catalogs, retailers can highlight both affordability and quality. This approach reassures cost-conscious consumers that they are making worthwhile purchases while still delivering the quality they expect.
5. Mindful Consumption
Sustainability is no longer just a nice-to-have—it’s a must. Spanish consumers increasingly prioritize eco-friendly options, making environmental responsibility a key factor in purchasing decisions.
Publitas, for example, is a platform that enables brands to move from paper leaflets to digital leaflets, saving companies thousands of dollars while significantly reducing paper waste—a win for both the environment and the bottom line. By adopting digital solutions like these, retailers can align with the values of today’s eco-conscious shoppers, building trust and loyalty along the way.
Highlighting sustainability efforts isn’t just good for the planet; it’s great for business, too.
Source: Homecentre.com
6. Personalization
Personalized shopping experiences are critical in today’s competitive retail market, with 56% of Spanish consumers preferring brands that offer tailored experiences. Personalization can range from customized recommendations to loyalty rewards that make shoppers feel valued.
Data-driven personalization allows retailers to create unique shopping experiences based on each customer’s preferences and history. Digital catalogs with AI-based recommendations and personalized offers foster long-term customer relationships, encouraging repeat purchases and brand loyalty.
Embrace the Future of Retail in Spain
The future of Spanish retail is bright, with these six trends driving a shift towards more dynamic, customer-centric experiences. Whether leveraging AI, promoting sustainability, or creating seamless omnichannel shopping, each trend offers unique ways for retailers to connect with customers and thrive in 2025.
Download our full ebook for a deeper look into these trends and actionable strategies for implementing them. Equip your brand with the insights needed to excel in the evolving Spanish retail landscape and stay ahead of the competition.
