Regional Realities: Shopper-First Retail Transformation Across North America, Europe, and APAC

In today’s global retail landscape, success is defined by the ability to put shoppers first—everywhere, every time. Yet, the path to shopper-first transformation is anything but uniform. Consumer behaviors, regulatory environments, and digital maturity levels vary dramatically across North America, Europe, and APAC. For retailers with global ambitions, the challenge is clear: deliver experiences that are both globally consistent and locally relevant. At Publicis Sapient, we empower retailers to navigate these complexities, leveraging deep regional expertise and our proven SPEED framework to drive measurable results in every market.

The Imperative for Regionalized, Shopper-First Strategies

While the core principles of shopper-first retail—seamless experiences, data-driven personalization, and operational agility—are universal, their application must be tailored to the unique context of each region. Retailers must understand and adapt to:

Distinct consumer expectations and shopping behaviors
Diverse regulatory and privacy landscapes
Varying levels of digital and mobile maturity
Local payment, fulfillment, and loyalty preferences

North America: Omnichannel Integration and Experience Modernization

North American consumers are among the world’s most omnichannel-savvy, with 75% fluidly moving between digital and physical touchpoints. Here, omnichannel is not a differentiator—it’s the baseline for relevance and growth. Retailers must deliver frictionless journeys across online, in-store, mobile, curbside, and more, integrating capabilities like BOPIS (buy online, pick up in store), same-day delivery, and loyalty programs into a cohesive ecosystem.

Key Challenges:

Integrating legacy systems to support seamless omnichannel experiences
Modernizing supply chains for real-time inventory and flexible fulfillment
Balancing digital innovation with the enduring importance of in-store sales (72% of U.S. retail sales still occur in-store)

Publicis Sapient in Action:

Loblaw: As the first Canadian grocer to offer click-and-collect, Loblaw partnered with Publicis Sapient to build a scalable e-commerce platform, setting a new industry standard for grocery pickup and delivery.
Walmart Canada: By enabling frictionless checkout and mobile-first experiences, we helped drive a 20% increase in conversion and a 98% increase in mobile orders.

Europe: Navigating Digital Disruption and Regulatory Complexity

European retail is defined by a diverse regulatory landscape, high consumer expectations for privacy and sustainability, and a rapidly digitizing market. Shoppers expect hyper-personalized, data-driven experiences, but retailers must also comply with stringent data protection laws and demonstrate authentic commitments to sustainability.

Key Challenges:

Adapting to GDPR and evolving data privacy regulations
Embedding sustainability and transparency into the customer journey
Competing with digital-native disruptors while modernizing legacy operations

Publicis Sapient in Action:

Carrefour: Leveraging cloud-based, microservices infrastructure, Carrefour accelerated the rollout of new digital services, enabling rapid innovation and improved customer service across Europe.
Major Automobile Company: We designed digital boutique dealerships in London, Berlin, and Paris, blending virtual and physical experiences to drive a 70% rise in unit sales and a 30% increase in margin per unit.

APAC: Mobile-First Commerce and Digital Leapfrogging

APAC is a hotbed of mobile-first innovation, with consumers embracing super-apps, social commerce, and digital wallets at scale. Retailers must deliver experiences that are not only mobile-optimized but also deeply integrated with local payment systems, social platforms, and fast-evolving consumer trends.

Key Challenges:

Meeting the expectations of mobile-native shoppers
Integrating with local digital ecosystems and payment platforms
Scaling rapidly to serve diverse, high-growth markets

Publicis Sapient in Action:

Global Quick-Serve Restaurant Leader: In APAC, we helped redesign the drive-thru and mobile ordering experience, enabling the launch of a national loyalty program and driving digital sales to $6 billion across top markets.
Digital Dealerships in Beijing and Istanbul: Our work enabled 65% of purchases to be made without a test drive, reflecting the region’s appetite for digital-first retail experiences.

The Publicis Sapient Approach: SPEED for Regional Success

Our proprietary SPEED framework—Strategy, Product, Experience, Engineering, and Data—ensures that every retail transformation is both globally consistent and locally relevant. We partner with retailers to:

Modernize IT and commerce platforms for agility and scalability
Unify and activate data for actionable insights and hyper-personalization
Optimize supply chains for efficiency, transparency, and sustainability
Design seamless, omnichannel experiences that delight customers and drive loyalty

Real-World Impact: Measurable Outcomes Across Regions

Why Publicis Sapient?

With over 30 years of experience, a global footprint, and a culture of continuous innovation, Publicis Sapient is uniquely positioned to help retailers thrive in a digital-first world. Our multidisciplinary teams bring together deep regional expertise, industry-leading technology, and a relentless focus on customer value. We don’t just help retailers adapt to change—we empower them to shape the future of retail, wherever they operate.

Ready to unlock the next chapter of growth in your region? Connect with Publicis Sapient to discover how we can help you deliver shopper-first transformation—globally and locally.