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Digital Communications and Collaboration Tools Will Accelerate Digital Transformation Across the Retail Value Chain

Retail is a key industry for county and regional economies, and it's reflected in its share of global workers. - There are over 420 million estimated retail workers worldwide, with the Asia Pacific region leading in total jobs.

OECD economies have an aggregated 94 million workers in the wholesale and retail trade sector. - In the US, retail trade accounts for 9.13% of the total workforce, with 15.53 million workers. If wholesale trade is included, then the number increases to 21.75 million workers. - Similarly, retail is the largest private employer in the European markets, with a workforce of approximately 30 million workers in the European Union (EU), and an additional 2.7 million in the UK (representing 8.3% of the total British workforce).

While the retail industry's transition from brick and mortar to online commerce is ongoing and undeniable, its physical presence is still key to the industry, as shown by the workforce size and share of total sales.

Retail is fundamentally about interactions-among staff, customers, and management-and the quality of these interactions depends on effective communication technology. Modern unified communications and collaboration platforms (UCC) unify voice, messaging, video, and collaboration tools, breaking down silos and enabling seamless coordination across stores, warehouses, and headquarters. Investing in advanced communication tools directly improves customer satisfaction, employee engagement, and operational efficiency-key drivers of sales and profitability in retail.Mobile-first communication solutions empower frontline retail workers, ensuring they receive timely updates and can collaborate in real time, even on the sales floor. Unified communications technology reduces costly errors, minimizes employee turnover, and supports rapid adaptation to changing market conditions.

Retail organizations are prioritizing investments in cloud-based, mobile-first, and AI-powered communication tools, with IT & telecommunications, customer service, and marketing departments leading efficiency-focused investments. Budgets for communications and collaboration are expected to rise in 2026, despite economic pressures.

Significant increases in investment are planned for cloud contact centers, business mobile services, employee performance tools, and AR/VR devices. Legacy systems like desktop phones and overhead paging are being phased out in favor of real-time messaging, video conferencing, and integrated platforms.

Top challenges include unreliable connectivity, fragmented tools, lack of integration with core business applications, and employee resistance to new technologies. IT departments face challenges related to talent shortages (especially in AI), strategic alignment with ESG goals, and proving ROI for technology investments. Technical hurdles include cloud migration, security, scalability, and systems integration.

AI-powered communications are expected to improve security, productivity, and customer experience. Most IT buyers prefer providers with strong, built-in AI capabilities and integrated platforms, but many see AI as a standard feature rather than a premium add-on. AI adoption is highest in sales, marketing, CX, and IT, with future expansion into compliance, legal, and HR functions.

Hybrid telephony environments (integrated on-premises and cloud) dominate, with a strategic shift toward unified, cloud-connected solutions by 2028. Mobile calling is crucial for retail employees, with security, compliance, and richer functionality as top improvement priorities.

Reliability, provider support, and advanced security are the most critical factors in purchasing decisions for UCC solutions. The main drivers for future investment are improving customer experiences, driving business growth, and enhancing information management.

Table of Contents

Research Objectives, Scope, and Methodology

• Research Objectives and Methodology
• Retail Sample Respondent Demographics and Size of Organizations

Key Trends in Retail, 2025

• Retail Industry-Workforce Characteristics
• Brick-and-Mortar Still Central Despite E-Commerce Adoption Growth
• Why Invest in Communications in Retail?
• Retail Realities: Trends in Workflows and Decision-Making
• Retail Technology Overview
• Retail Industry-Technology Trends
• Key Trends in Retail IT

UCC Survey-Retail IT Decision-Maker Perspectives

• Quick Take: UCC Solution Adoption in the Retail Vertical

UCC Investment Status

• IT & Customer Service Lead Efficiency-Focused Investment
• Future Investment Trends in Retail UCC Applications
• Future Investment Trends in Retail UCC Devices
• Retail Companies Focus on Next-Generation Technology

IT/Telecom/UCC Deployment and Usage Challenges

• Retail Workers Face Multiple Communications Challenges
• Communications Challenges Impact Departments Differently
• IT Departments Face Significant Challenges in the Coming Years
• CPaaS and API-enabled Communications Bring Their Own Issues

AI in the Spotlight

• AI-Powered UCC Expected to Provide Multiple Benefits
• Customer and Workforce Analytics, Agentic Solutions are Key
• AI Integration Will Be Essential for the Future of Communication Tools
• AI-Powered UCC-Investment Intentions
• Sales, Marketing, CX and IT Lead the Way in Retail AI Adoption
• AI Adoption in Compliance, Legal, and HR Are Next
• Agentic AI Will Shape Retail Logistics and Manufacturing Processes

Drilldown on Telephony

• Hybrid Telephony Is the Retail Standard for Business Call Control
• Hybrid Environments Will Continue Dominating Business Call Control
• Security, Reliability, and Better TCO Keep Telephony On Customer Premises
• Network Optimization and Security Are Key Areas for Managed Services
• Business Resiliency and Computing Platforms Will be in Focus in 2028

Workspace and Work Styles

• Remote Workers Will Increase in the Future
• Remote Work Prompts Changes to Office Space

Mobility

• Mobile Calls Are Relevant for Employees
• Mobile Strategy-Required Improvements
• Mobile Phones Aren't the Primary Devices for Many Employees

Meeting Spaces

• Many Organizations Use Two or More Meeting Services
• ITDMs Are Happy With the Number of Providers They Have
• Meeting Room Technology Adoption-Current Outlook
• Ease of Use and Security Stand As Key Investment Factors
• Interoperability and Intelligent Features Drive Meeting Room Technology Adoption
• AI-Driven Meeting Rooms Are Increasingly Important

Cloud Adoption vs Legacy Systems

• Legacy Applications are Losing Ground
• Retailers are Migrating to the Cloud

UCC Solution Selection and Purchase Factors

• "Must-Have" Factors for UCC Purchasing
• UCC Technologies-Main Investment Drivers
• Retail Organizations' Spend On Communication Solutions Varies
• UCC Budgets are Expected to Increase
• Companies Are Looking At Significant Spending Changes

Key Findings

• Key Findings

Appendix

• Growth Opportunities Fuel the Growth Pipeline Engine
• Why is it Increasingly Difficult to Grow?
• The Strategic Imperative

Next Steps

• Benefits and Impacts of Growth Opportunities
• Next Steps
• List of Exhibits
• Legal Disclaimer