Retail is changing faster than ever, and technology, digitalization, and new business models are redefining the rules of the game. In such an environment, it is crucial to have experts who understand how to adapt sales points, optimize assortments, and educate teams to respond to the challenges of the modern market. Ana Brajković is one of them; not only does she understand retail, but she has also been included in the Top Retail Experts 2025 list by the prestigious American platform RETHINK Retail, which was the reason for our discussion about retail trends, changes in consumer behavior, and the key skills necessary for success in the industry.
What global trends do you consider the most important, and which will eventually come to us?
– The most important global trends include a multichannel approach where online and offline experiences are integrated, personalization through artificial intelligence and data analytics, automation and the use of robotics in logistics and sales processes, and sustainability through eco-friendly products and waste reduction. For example, in a multichannel approach, active customer support in online stores is extremely important, which includes offering real-time assistance such as live chat that recognizes when a customer is stuck and offers help. It is also important to focus on post-sale, which does not end with the order but involves engagement with customers through tailored offers, information about new products, and soliciting feedback. These strategies help build deeper relationships with customers and increase the likelihood of repeat purchases. All of this requires continuous education and development of employees, which is crucial as it helps them better adapt to the dynamic market.
What are the local trends?
– Working in our region is specific due to the smaller market, diversity of consumer habits, and challenges in adapting global trends to local needs. While digitalization, personalization, and sustainability dominate globally, concepts such as assortment optimization and multichannel approaches, which I have already mentioned, are just beginning to be applied here. E-commerce worldwide is often an integrated part of the shopping experience, while online and physical channels are still separated here. One of the key challenges in the region is the low level of education in the sector. I often encounter companies that neglect team education in procurement, assortment management, or store design. Additionally, employee turnover can reach up to 75%, which requires strategic investment in attracting and retaining talented personnel, and this often distracts from what could improve retail. I see great potential in this, as having educated teams at a global level can make us a model of innovation, as we are, for example, in the IT industry. Educated teams and thoughtful approaches are key to sustainable growth and competitiveness. Furthermore, I rarely see our companies at global conferences.
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