Retailers know that their industry is constantly changing – whether it's new technology trends, shifting sector demands or moving into additional markets, merchants are always adapting to new elements. Consumers are frequently changing as well, meaning that retailers need to be ready to accommodate shoppers' new needs and wants.

According to The Street, retail customers, both in stores and online, are no longer looking for a good price on the products they want – they are also searching for an engaging experience when shopping with their favorite brands. The source highlighted Staples, which has incorporated interactive kiosks and digital signage in its stores to give patrons a more streamlined experience to help them find merchandise. 

The source also suggested that retailers engage consumers by collecting and analyzing data that can be used to craft personalized marketing messages. This can help with merchants' retention efforts and customer loyalty campaigns.

In addition, consumers need a way to resolve their problems and get answers to their questions, and technology is not always the only solution to this issue, the source explained. Training retail employees and giving them the tools they need to answer shopper inquiries and effectively find solutions to consumers' problems is another step that brands can take to accommodate shoppers' changing needs.