Retail in 2025: Tackling the Top 3 Pain Points in Customer Experience

Retailers in 2025 face the same competitive reality they always have: shoppers expect seamless experiences, and even the smallest operational breakdown can send them elsewhere.

HappyOrNot terminals capture real-time feedback inside a retail store, transforming shopper opinions into actionable insights. (Images: HappyOrNot)

According to the latest Retail CX Insights Report from HappyOrNot, three recurring pain points account for much of the dissatisfaction that keeps customers from returning.

The findings are a clear reminder that while technology and innovation play important roles, execution at the store level continues to make or break loyalty.

Checkout: Breaking the Bottleneck

The checkout process emerged as the single biggest source of frustration, responsible for 21.3 percent of all negative feedback in HappyOrNot’s global data. Few shoppers are willing to stand in line for more than a few minutes.

One survey cited in the report found that nearly three quarters of customers will abandon their purchases if faced with more than a five-minute wait.

In the United States alone, long lines have been linked to an estimated $38 billion in lost sales.

The culprits are familiar: not enough registers open, sluggish payment systems, or self-checkout stations that malfunction without enough staff to assist. 

Retailers are advised to address this by balancing staffing during peak hours, investing in faster point-of-sale systems, and making communication a priority when delays are unavoidable.

Some brands now offer small perks or entertainment for those in line, a tactic that turns a pain point into an opportunity to leave a positive final impression.

Store Presentation: Cleanliness Still Matters

The second largest source of dissatisfaction, at 15.8 percent, has little to do with cutting-edge technology and everything to do with basics.

Clean floors, well-stocked shelves, clear signage, and an overall organized space remain key drivers of brand perception. 

HappyOrNot’s research shows that 64 percent of shoppers have left a store due to poor physical conditions, while 90 percent say they are more likely to buy in a store that feels clean and orderly.

The lesson here is that retailers cannot neglect the fundamentals in the rush to digitize. 

A sleek in-store app or high-definition video wall loses its effect if customers notice overflowing trash bins or dusty product displays.

Executing daily maintenance routines, assigning staff to monitor zones, and responding quickly to real-time customer feedback are practical steps that keep store presentation aligned with customer expectations.

Staff Availability: Right Help, Right Time

The third major pain point is staff availability, which accounts for 5.5 percent of negative feedback. Labor shortages across many markets mean customers often cannot find assistance when needed.

In grocery retail, for example, 63 percent of shoppers reported that stores did not have enough staff to keep operations smooth.

When associates are stretched thin, it leads to long waits at checkout, messy shelves, or customers abandoning purchases when no one is available to help.

Addressing this requires careful scheduling that matches staffing with traffic patterns, along with investments in training and retention.

Cross-training employees so they can switch between stocking, floor service, and register duties creates flexibility. Reducing turnover is equally critical, since constant rehiring drains resources and disrupts service consistency.

Connecting Operations with Customer Loyalty

The report makes clear that checkout, store presentation, and staff availability are not isolated issues.

Each connects directly to customer trust and loyalty. Retailers that confront these challenges proactively are already reporting up to 20 percent greater efficiency while maintaining positive experiences.

The takeaway for retail leaders is straightforward. Success in 2025 will not come solely from adopting the latest technology but from removing friction in everyday interactions.

Faster checkouts, cleaner stores, and available staff all contribute to the sense that customers are valued. When that happens, loyalty follows.

For retailers, the message is less about reinventing the customer journey and more about executing it with consistency.

By turning today’s biggest pain points into strengths, businesses can create the kind of seamless experiences that define winning brands in a crowded marketplace.