How mature is conversational CX in retail?
We surveyed global retail brands to uncover how conversational customer experience is evolving from marketing to support, data, and AI. Get the full picture, globally and regionally, in this in-depth report.
Key takeaways about retail CX Maturity in 2025
53% struggle with customer engagement
Despite the effort to personalize interactions, more than half of retailers say they aren’t meaningfully connecting with their customers.
21% are using conversational AI
A small number of retailers are actively using solutions like conversational AI or generative AI to enhance communication, missing out on opportunities for smarter, scalable service.
62% lack fully integrated systems
Disconnected tools and siloed data are holding teams back from delivering seamless experiences. This makes true personalization and connected experiences more difficult.
85% use email for customer communication
Email remains the most-used customer communication channel, especially for automated use cases. But brands are beginning to branch out to more dynamic channels better suited for personalized, engaging experiences.
Are you ready for the shopping season surge?
Having higher CX maturity gives retailers the edge to stand out during peak shopping dates like Black Friday/Cyber Monday, Diwali, Ramadan, and Singles’ Day. Enabled brands can deliver personalized and trustworthy experiences when demand is highest. That means mature brands rise above the competition, win customer loyalty, and convert seasonal shoppers into long-term buyers.
Make returns seamless
Automating returns on messaging channels is key to handling the surge of post–holiday requests without overwhelming support teams. By making returns fast, simple, and convenient in apps like WhatsApp or SMS, retailers turn a pain point into a loyalty-building moment.
Trigger relevant promotions
Sending relevant promotional messages during peak shopping dates like Diwali, Ramadan, Singles’ Day, and Black Friday ensures shoppers see offers that match their needs. Personalized, well-timed outreach cuts through the noise, drives conversions, and strengthens customer loyalty.
Personalize based on behavior
Personalizing messages based on customer behavior and shopping habits helps retailers deliver offers that truly resonate. By leveraging past purchases, browsing patterns, and preferences, brands can increase engagement, conversions, and long-term loyalty.
Exclusive offers on preferred channels
Email is ideal for sharing detailed offers and discounts during peak shopping periods. It lets retailers provide rich, informative content that drives informed purchases and encourages repeat engagement.
What’s inside the report?
This global benchmark report breaks down the CX Maturity of retailers globally, as well as in the Americas, APAC, and EMEA regions.
Inside, you’ll discover:
- The CX readiness of retailers across the Americas, EMEA, and APAC
- A deep dive into the 6 factors that influence CX Maturity
- How brands are investing in AI, automation, and orchestration tools
- Key takeaways and the gaps that hold retailers back from maturing
- Expert guidance and strategies for retailers to prep for the busiest shopping days in each region
Whether you’re just starting to digitize or already using conversational AI, this report offers a clear roadmap to building smarter, more seamless customer experiences.