Retail’s Biggest Challenges That No One Is Talking About

Scaling a business is no easy task, especially when technology feels like more of a hurdle than a help. With AI, automation and unified commerce evolving rapidly, retailers are under pressure to keep up while staying efficient and competitive.

To break down retail’s biggest challenges and opportunities, we spoke to Kieran Bowden, Chief Commercial Officer at Retail Assist, and Gary Piper, Sales Director at Barron McCann. They answer some of the most pressing questions on scalability, AI and the future of retail technology.

Click here to watch the video on YouTube.

1. How can retailers scale their business without technology holding them back?

Kieran: One of the biggest concerns for retailers is how to scale efficiently while ensuring technology supports rather than hinders growth. Scalability isn’t just about technology, it also involves geographic expansion, finding the right partners and ensuring that all systems evolve at the same pace as the business.

Gary: Technology moves so quickly that what used to be a five-to-seven-year investment cycle is now shrinking. Retailers must stay ahead by choosing future-proof solutions and integrating scalable, adaptable systems.

2. What are the biggest retail technology trends in 2025?

Gary: AI is at the forefront of every conversation in retail. At NRF 2025, AI dominated discussions, but it’s important to see it as an enabler rather than a standalone solution. AI helps retailers extract real value from their data, improving engagement, efficiency and ROI.

Kieran: AI’s impact extends beyond customer engagement, it also enhances operational efficiency. Automation in IT support, predictive maintenance and learning from past fixes will help keep retailers’ critical systems running smoothly.

3. What is the biggest technology frustration for retailers today?

Kieran: Many retailers feel trapped in cloud-based systems, with costs spiralling out of control. Initially, cloud-first strategies seemed cost-effective, but many retailers are now struggling with the long-term financial impact. A hybrid approach, balancing cloud and on-premise solutions, could be the key to regaining control over budgets and technology investments.

4. Why do retailers struggle to scale their brands effectively?

Kieran: Rapid growth, especially for influencer-led brands, creates new challenges. Many retailers hit an inflection point where technology and internal resources can’t keep up. This is where strategic partnerships with firms like Barron McCann and Retail Assist help provide the right framework for scaling successfully.

Budget constraints also play a major role, retailers must plan for the long-term costs associated with technology upgrades and expansion.

5. Where should retailers focus their AI and automation investments?

Gary: The focus should be on unified commerce, seamlessly integrating everything from ERP systems and back-office operations to front-of-store interactions. Retailers often have fragmented AI implementations, but real success comes from tying everything together into a cohesive, data-driven customer journey.

6. What is the best advice for retailers looking to future-proof their business?

Kieran: Work with experts who understand the full retail technology landscape. Managing multiple vendors and suppliers is becoming increasingly complex, and we’re likely to see more consolidation in the industry. Choosing the right long-term partners is crucial for sustainable growth.

Want to Learn More?

Join us at the Retail Technology Show (RTS) on April 2-3 at ExCeL London (Stand N20) to continue the conversation.

We look forward to seeing you there!