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2025/12/02
By Rick Olson, Consult Partner at Kyndryl
Louder promotions don't win customers in a cautious spending climate. Instead, it's the thoughtful details that count. Serving retail customers is like serving a meal. You can do the bare minimum with paper plates and plastic forks, or you can put yourself in your customer's place and provide an experience that's intentional and enjoyable.
In 2026, those signals matter more than ever.
Consumers are making fewer purchases and carefully considering each one. As they do, they’re asking: Does this brand care? Does this feel worth it?
Price still matters. But trust and perceived value matter more. Shoppers want confidence that what they’re buying — and who they are buying it from — will deliver. That confidence isn’t built through loud messaging. It’s built through details. With that in mind, here are the details that can help retailers drive growth:
Anticipate questions on product pages.
Uncertainty about a product stifles a customer's desire to buy. Complete, clear product information builds trust. Go beyond specs. Add context and rich media. Include answers before customers ask. Use images, videos and reviews to boost engagement and even drive unplanned purchases.
Audit product pages for completeness and clarity. Reduce doubt with visuals, reviews and contextual details. Create clear, detailed product pages with visuals and reviews that build trust and drive sales. Use Product Information Management (PIM) systems that will help enable you to maintain consistent, accurate product data across channels, reducing confusion and improving loyalty. In addition, social listening tools and AI models can help anticipate customer questions and clarify details like color or sizing, boosting satisfaction and reducing returns. And virtual try-on and sizing solutions further personalize the experience, helping customers choose confidently.
Design packaging to signal care.
Packaging isn’t just protection; it’s communication. It tells the customer whether care was taken or corners were cut. In an era of skepticism, that signal lands immediately. Nielsen’s Consumer Outlook for 2026 found that 95% of consumers say trusting a brand is very or somewhat important. The survey also found that functional quality and simplicity now outweigh broad brand claims. Consumers expect alignment between brand value and lived experience — substance over noise.
Use packaging to reinforce brand values through simplicity, quality and sustainability. Thoughtful packaging signals quality and care, reinforcing brand trust. Design platforms allow retailers to simulate unboxing experiences and create packaging that feels intentional. RFID tags and digital watermarks enable transparency and authenticity, while sustainability analytics tools validate eco-friendly claims. Together, these technologies help brands align packaging with values, creating confidence from first sight to last touch.
Retail wins in the details. They’re not decoration — they’re differentiation. In 2026, the small things build trust. And trust drives growth.
Guide customers with intuitive store layouts.
Confusion erodes confidence. Intuitive navigation, clear pathways and thoughtful flow tell customers, “We respect your time.” That respect translates directly into trust.
Intentional experience strategy (personalization, transparency and design informed by behavioral insights) creates confidence and growth. Map store layouts and digital experiences to reduce friction. Combine technology with empathy to guide customers seamlessly. Intuitive layouts reduce friction and build confidence. Digital twins and simulation tools allow retailers to test store flow before making costly physical changes, optimizing aisle width and promotional placement. Smart sensors and analytics platforms capture real-time movement patterns, helping identify congestion points and improve navigation. Wayfinding technologies and ESL tags further guide customers seamlessly, respecting their time and enhancing the shopping experience.
Reassure buyers after purchase.
The customer relationship doesn’t end at checkout. Clear confirmations, transparent updates and thoughtful follow-up reduce buyer’s remorse and reinforce that they made the right choice. A PwC survey found that 29% of consumers stopped buying from brands due to a poor experience. Price and quality are minimum expectations. The real differentiator is how brands layer a personalized, meaningful experience over those basics.
Build post-purchase communication that reassures and delights. Confirm orders promptly. Provide transparent delivery updates. Thank customers in ways that feel personal. Post-purchase transparency strengthens loyalty. Order management and tracking platforms offer real-time updates, alleviating anxiety and fostering trust. RFID-enabled packaging and NFC tags offer instant digital access to instructions and authenticity checks, while AI-powered self-help tools and community platforms deliver personalized support. Returns solutions streamline reverse logistics, making resolution frictionless for both customers and retailers.
None of these is flashy. But each is necessary. Retail’s next era will be led by those whose attention to the details make customers feel good about maintaining their relationship with your brand.
Details aren’t decoration. They’re differentiation. Audit every touchpoint. Treat every interaction like a trusted personal engagement. In 2026, the small things signal trust. And trust drives growth.
