Store investments top the list of digital initiatives retailers focused on in 2025. Forrester’s 2025 data shows that business and technology professionals in retail prioritized investments in tech to improve both physical stores and online channels. Leading the way? Solutions to improve operational and employee tech (53%), followed by initiatives to help customers self-serve while in store (48%) and get better visibility into local store inventory while browsing online (45%). With many options to choose from, each retailer should consider what types of initiatives would work best for their business model and which ones would meaningfully improve the customer experience.