By capturing the perspectives of decision-makers at the centre of retail transformation, this Playbook provides a clear snapshot of current maturity, persistent challenges, and the strategic choices that will shape the next phase of growth.

We surveyed 100 senior retail leaders across the DACH region. Respondents included Directors and VPs of eCommerce, online marketing, omnichannel and multichannel, alongside CEOs and Managing Directors responsible for both strategic direction and execution.

The research focused on three core areas:

• Omnichannel at scale – integration maturity, execution priorities, and operational barriers
• Data, AI and automation – decision-making confidence and the role of advanced analytics
• Innovation and regulation – readiness for EU digital and ESG requirements
  

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