7 Key Strategies to Digitalize Your Store Network and Achieve 30% Growth in 2025
By Charlotte Journo-Baur, founder of WISHIBAM and retail expert
The digitalization of store networks is no longer a theoretical discussion—it’s an undeniable economic reality. After supporting more than 50 retailers through their digital transformation, I observe the same phenomenon daily: retailers resisting change gradually lose relevance, while those embracing omnichannel strategies see their revenue jump by 20 to 40%.
By 2025, digitalizing your store network won’t just be a competitive advantage; it will be essential for survival in a rapidly evolving market. In this article, I share concrete strategies to transform your physical stores into connected growth hubs without losing the merchant spirit that defines your strength.
Why Digitalization Is No Longer Optional for Store Networks
Consumer Expectations Have Changed: Omnichannel Experience Is Now the Standard
Let’s be honest: the 2025 consumer bears little resemblance to the 2015 consumer. According to the latest Salesforce study (2024), 78% of customers now expect perfect continuity between their online and in-store experiences. This figure struck me but didn’t surprise me. In our projects, we see retailers who persist in separating their sales channels losing an average of 15% of their customer base each year.
Mobile has become the first point of contact with your brand, whether you like it or not. Consider this: 67% of purchase journeys begin on a smartphone, even for purchases completed in-store. I recently worked with a clothing chain that ignored this reality. The result? Their sales associates regularly watched customers compare prices on their phones and leave to buy elsewhere. After implementing a mobile-first strategy including e-reservation and click & collect, they saw a 22% increase in their in-store conversion rate.
The issue is no longer whether your customers are “digital” or “traditional”—this distinction no longer exists. The real question is: how can you adapt your network to respond to these new hybrid behaviors?
Physical Retail Facing Economic and Competitive Pressure
The figures are relentless, and I observe them across all retailers I support: skyrocketing commercial rents (+18% in 5 years in premium areas), increasing energy costs, rising labor expenses… Meanwhile, physical store traffic has fallen by an average of 15% since 2019, according to FEVAD data.
How can we reverse this trend? I’ve found that networks maintaining profitability are those that have transformed their stores into omnichannel platforms.
Another fascinating phenomenon: while traditional retailers still hesitate, pure players are investing heavily in physical locations. Amazon, Vinted, Vestiaire Collective… all are opening stores. Why? Because they understand that the future of retail is neither 100% digital nor 100% physical, but decidedly hybrid.
Traditional retailers must absolutely embrace this digital shift to capitalize on their main asset: their store network, a territorial coverage that pure players will take years to build.
How to Successfully Transform Digitally Without Losing Your Merchant DNA
Building a Sovereign and Profitable Omnichannel Strategy
When discussing digitalization, many retailers immediately imagine colossal investments and endless IT projects. This is a mistake I’ve seen too often. Effective digital transformation begins with identifying omnichannel services that quickly generate additional revenue.
- Click & collect, e-reservation, and ship-from-store are the three pillars of a winning strategy.
Take the example of an independent bookstore chain we supported: by simply deploying an e-reservation system connected to their store inventory, they generated 18% additional sales in 4 months, with an average basket 23% higher than traditional purchases. Why? Because customers who reserve online come with strong purchase intent and often succumb to complementary products once in-store.
Inventory centralization is another fundamental lever. I’ve seen too many retailers where each store operates as an isolated entity, unable to know what’s available in neighboring locations. This is economically nonsensical! By unifying your inventory and making it visible in real-time, you transform each item into a sales opportunity, regardless of its physical location.
As for customer data unification, it finally allows you to recognize your customer, whether they buy online or in-store. A sporting goods retailer we work with discovered that 40% of their web customers were also in-store buyers but were never identified as such. By unifying this data, they were able to personalize communications and increase purchase frequency by 35%.
Involving Store Teams and Enhancing the Role of Physical Locations
Here’s the truth no one tells you: the most beautiful digital platform in the world will fail if your store teams don’t believe in it. I’ve seen multi-million euro projects sabotaged by sales associates who perceived digital as a threat to their employment.
- Training is crucial, but not just any training. Forget standard technical training. Your sales staff must understand how digital enhances their expertise and enriches customer relationships.
The store itself must evolve in its conception. Today’s best-performing stores I observe combine three functions:
- Experiential showcase where customers experience something impossible online
- Logistics hub capable of quickly delivering to the catchment area
- Service location where items can be picked up, exchanged, with expert advice available
Why Choose Wishibam to Digitalize Your Network in 2025
A Sovereign Solution Designed for French and European Retailers
Digital sovereignty isn’t a detail—it’s a major strategic issue. When I created Wishibam, I made a radical choice: develop a 100% European solution, with secure hosting in France and complete GDPR compliance. Why? Because your customer and commercial data is your most precious asset.
Too many retailers ignore that by entrusting their data to certain American platforms, they sometimes feed their future competitors.
At Wishibam, we chose technological independence: our omnichannel platform is designed to adapt to the specificities of European retail, with its regulatory constraints and commercial particularities.
This sovereign approach has earned us the trust of numerous retail players:
- City centers like Angers or Bordeaux that have digitalized their independent businesses
- Property companies like Klépierre that have connected their shopping centers
- Retailers like Galeries Lafayette or Nature & Découvertes that have unified their customer experience
Our turnkey platform allows for quick deployment (in 8 to 12 weeks) of all essential omnichannel services:
- Local marketplace
- Click & collect
- Ship-from-store
- E-reservation
- Clienteling
All with seamless integration into your existing systems, whether ERP, CRM, or POS software.
Human, Customized, and Results-Oriented Support
Technology alone isn’t enough. What makes the difference in a successful digitalization project is human support. Our team consists of retail experts who have worked in stores, understand operational constraints, and speak the same language as your teams.
We’re not just technology providers but true business partners. Each project begins with an in-depth analysis of your network, processes, and business objectives. Together, we define precise KPIs and commit to results, not just technical deployment.
For a 42-store retailer we supported, we trained more than 300 sales associates in 3 months, with weekly performance monitoring and personalized coaching sessions for lower-performing stores. Six months after launch, 100% of stores were generating additional revenue via digital channels, with variations ranging from +18% to +45% depending on the location.
Conclusion: In 2025, Physical Retail Regains Its Power Through Digital
In 2025, digitalizing your store network is no longer just one technological option among many. It’s a fundamental strategic decision that will determine your ability to remain competitive, profitable, and connected to your customers.
The retailers who succeed will be those who have transformed their stores into omnichannel hubs, capable of offering the best of both physical and digital.
With Wishibam, we’ve chosen a different approach: human-scale digitalization that respects your merchant DNA while being resolutely effective and results-oriented.
Our conviction is simple: physical retail has a bright future, provided it reinvents itself through digital.
FAQ: Digitalizing a Store Network
How do you calculate the ROI of a store network digitalization project?
ROI is calculated by adding three revenue sources: additional revenue generated by new services (click & collect, e-reservation, ship-from-store), savings achieved (inventory optimization, reduction of unsold items), and the value of collected customer data. On average, our clients achieve positive ROI between 6 and 12 months after deployment.
What budget should be planned for digitalizing a network of 20 to 50 stores?
For a network of this size, the budget typically ranges from €150,000 to €400,000 depending on the desired integration level and features deployed. This amount includes technology, integration, training, and support. Financing solutions exist, including digital leasing that allows spreading the investment over 36 to 48 months.
How long does it take to completely digitalize a store network?
A complete digitalization project typically unfolds in 3 phases: technical deployment (2-3 months), team adoption (3-4 months), and optimization (6 months). That’s a total of 12 to 18 months for a complete transformation. However, the first results are visible within the first 2-3 months with quick-impact services like click & collect.
How do you involve store teams in digital transformation?
The key lies in three complementary approaches: information (explaining why this transformation is necessary), training (providing the necessary skills), and incentives (implementing a recognition system for omnichannel performance). At Wishibam, we’ve developed a field support methodology that achieves 85% team buy-in in less than 6 months.
What are the most common mistakes in a store network digitalization project?
The three major errors are: underestimating the importance of field team buy-in, deploying too many features simultaneously without prioritizing high-impact ones, and neglecting integration with existing systems (ERP, POS, CRM). Our phased approach helps avoid these pitfalls by first focusing on services with immediate added value.