US-based retail giant Walmart has released its first-ever ‘State of Adaptive Retail’ report, outlining a significant shift in the shopping landscape.

The report, co-authored with Morning Consult, defines adaptive retail as a customer-centric approach that goes beyond simply integrating online and in-store experiences.

“This is a new era for retail, defined by deeply personal shopping journeys,” said Suresh Kumar, Walmart’s CTO and chief development officer. “Customers are in control of how, where, and when they shop, and understanding the ‘why’ behind their purchases is crucial.”

“Retailers must predict shoppers’ needs, reduce decision-making and enable highly personal experiences. Future retail success depends on how well we anticipate and meet these evolving expectations.”

The debut report highlights the importance of anticipating customer needs and creating frictionless, personalised experiences. 

Walmart surveyed more than 2,200 US shoppers to identify four key trends shaping adaptive retail:

Predictive power: Retailers that can anticipate individual customer needs will be best positioned to succeed.

Personalised suggestions: Curated product recommendations tailored to individual preferences are becoming essential.

Right-time delivery: Delivering products exactly when customers need them is a key differentiator.

Seamless convenience: Offering ‘do it for me’ options such as faster checkouts or assembly services is no longer a luxury but a necessity.

“The latest research from Walmart and Morning Consults shows that consumers have high expectations for how technology will improve their shopping experiences in the future,” said Richard Kowalski Sr, director of business intelligence at the Consumer Technology Association, who reviewed the report before publication.  

“Retailers that use technology to provide consumers with more personalised shopping journeys that seamlessly integrate into their lifestyles are the ones who will win in this adaptive retail era.”

The report acknowledges that customer preferences are constantly evolving.

This is precisely what makes adaptive retail so powerful - its inherent adaptability ensures it remains relevant and effective in meeting ever-changing consumer demands.

As Walmart emphasises, retailers that can adapt to and prioritise these customer-centric strategies will be the ones to thrive in the era of adaptive retail.