Poland Retailers rethink the role of technology

The ‘Resetting the Retail (Algo)Rhythm’ report shows that the era of excitement over new retail technologies does not necessarily mean filling stores with ever more technology. Consumers want the convenience technology provides, but at the same time they are increasingly looking to physical stores for experiences that algorithms and online shopping cannot offer.

This trend could also have implications for the Polish market. E-commerce currently accounts for around 10 pct of retail sales in Poland, and according to JLL Research, its share could rise to 15 pct by 2035. This still means that the vast majority of sales will continue to take place in physical stores.

E-commerce growth in Poland is inevitable, but we expect physical retail to remain dominant. Around 85 pct of sales will still take place in physical stores. Bringing the two worlds together offers huge potential, but it is also a challenge for retailers, property owners and investors.
Jan Jakub Zombirt, head of research at JLL

Customers want to discover for themselves

One of the key findings of the survey is a growing desire for autonomy. As many as 83 pct of consumers say they enjoy discovering products in stores that they had not previously searched for online. Meanwhile, 45 pct say algorithm-based recommendations make them feel constrained in their choices.

For years, the retail industry invested in apps, screens, beacons and AI-powered personalisation. It seemed that customers wanted an algorithm to guide them. But constant exposure to technology has made people increasingly eager to regain their autonomy in stores and discover products spontaneously.
Maciej Kotowski, director, research & consultancy at JLL

For physical stores, this means offering something more than a digital version of online shopping. Rather than yet more recommendations, what may matter is giving customers the freedom to compare products, touch and test them, or discover something they had not planned to buy.

Fewer screens, more experiences

The survey also highlights the importance of the physical retail environment. Some 72 pct of respondents say they have left a store earlier than planned because they felt overwhelmed by noise, chaos or too many screens. Among neurodivergent consumers, the figure rises to 81 pct.

At the same time, 71 pct of consumers say they would visit stores more often if they offered a calmer atmosphere and fewer stimuli. For some customers, therefore, the real value lies not in another technological feature, but in being able to focus on the product itself.

The store of the future should not be an extension of the smartphone. It should offer experiences that cannot be replicated on a screen: the feel of a material, a scent, a taste or simply a calm atmosphere. For shopping centre owners and managers, this means that factors such as noise levels, materials, lighting and spaces for relaxation will become increasingly important.

Dagmara Filipiak, head of retail agency at JLL

Gen Z does not want an algorithm to lead the way

The survey also challenges the assumption that younger consumers primarily want technology-driven solutions in stores. Some 53 pct of Gen Z respondents say they prefer browsing in physical stores without algorithmic influence.

Among millennials, 78 pct say they would shop in physical stores more often if they offered a calmer, more sensory-friendly environment. The picture is different among baby boomers, with 54 pct preferring online shopping supported by personalised recommendations.

The data therefore suggest that younger generations are not necessarily rejecting technology itself. Instead, they may have a more conscious expectation that physical stores should offer something different from the digital experience.

Technology also affects employees

Digital fatigue is not limited to customers. JLL also highlights the impact of technology on retail employees, for whom excessive use of digital tools can affect both their wellbeing and the quality of customer interactions.

Some 82 pct of retail employees expect employers to design workplaces with their physical and mental wellbeing in mind. Meanwhile, 53 pct would prefer to work in environments with fewer screens, while 38 pct feel pressured to use technology constantly.

Technology should not be treated as the universal solution to every retail problem. If employees are overloaded with systems, notifications and screens, it can affect not only their wellbeing but also the quality of customer service. Creating a more comfortable working environment and reducing unnecessary digital pressure could therefore become a source of competitive advantage.
Maciej Kotowski

The store as a counterbalance to the digital world

The findings of the JLL survey point to a shift in the way technology is viewed in retail. The issue is not about rejecting technology, but about being more selective about where it genuinely improves the customer experience and where it may actually make it worse.

For shopping centre owners and retailers, this means placing greater emphasis on designing spaces around comfort, the senses and freedom of choice. Physical stores do not have to compete with the internet by offering more screens or recommendations. Their advantage may lie precisely in giving people a chance to disconnect from the digital world for a while and discover products for themselves.