Connectivity crisis threatens retail’s digital revolution

London, 9 September 2025 – The retail sector is undergoing a digital transformation, but poor connectivity is quietly sabotaging progress. This is according to new research from telecoms provider, Cellnex UK, which reveals a widening gap between the digital experiences shoppers expect and the experiences retailers can deliver.

According to a survey of 2,000 UK consumers, one in three shoppers (33%) have reported being unable to access loyalty or reward apps in store, while 22% have experienced mobile payment failures – interruptions that risk turning digital convenience into customer frustration.

As “hybrid shopping” becomes the norm, physical stores are rapidly evolving to compete with and complement online channels, and it’s clear that effective digital features are key to attracting and retaining footfall. Technology such as mobile point-of-sale (mPOS) systems are already helping retailers create more dynamic shopping experiences – but customers are ready to embrace even greater innovation in-store.

Artificial intelligence (AI) is emerging as a powerful asset for retailers, as shoppers are increasingly drawn to smart, personalised experiences. In fact, nearly two fifths (38%) of shoppers say live comparison tools would motivate them to visit stores, and 22% are drawn to AI-driven dynamic pricing.

In addition, among 25–34-year-olds, 35% would be more likely to visit a store offering AI-powered shopping assistance, compared to just 6% of over-55s. This generational divide signals a shift: digital integration is no longer a “nice-to-have”, it’s a baseline expectation.

Despite this rising demand for tech-enabled retail, many stores are falling short. Nearly a third (31%) of shoppers say they can’t rely on store Wi-Fi, a figure that jumps to 42% among Gen Z. In addition, over one in four (27%) report struggling to stay connected with friends or family due to poor mobile signal while shopping, highlighting how mobile connectivity challenges don’t just disrupt transactions, but erode the broader social and experiential value of retail.

“This is a solvable challenge,” says Daniel O’Sullivan, Business Development Manager at Cellnex UK.

“Our research paints a clear picture of a retail sector at a crossroads. Consumers are ready for a more intelligent, digitally enhanced in-store experience, but the infrastructure isn’t keeping pace.

“The fact that one in three shoppers can’t access loyalty apps or that mobile point-of-sale systems are still failing should be a wake-up call. These aren’t isolated frustrations – they’re signals that the digital foundations of many retail environments are no longer fit for purpose.

“At Cellnex UK, our tailored mobile coverage solutions – from in-building systems to cost-effective signal boosters – can help retailers close that gap. It’s about creating a seamless, scalable foundation that keeps customers connected and experiences consistent, wherever they are.

“With stronger mobile connectivity, transactions are smoother, frustrations are reduced and retailers can focus on delivering the kind of service that keeps shoppers engaged and coming back.”

Access and read the full report here:

To find out more about meeting the expectations of the connected consumer, visit: https://www.cellnex.com/gb-en/das-lp/das-retail-shopping-centres/

ENDS

Notes to Editors:

For more information or interview requests, please contact the team on cellnexpr@grayling.com

About the research: All figures, unless otherwise stated, are from independent research business Censuswide. The total sample comprised 2,000 national respondents. Fieldwork was carried out in June 2025.

About Cellnex UK

Cellnex is Europe, and the UK’s largest and fastest-growing independent owner and operator of wireless telecoms infrastructure and is integral to the successful roll-out of 5G. With the wireless infrastructure foundation that we deliver across rural and urban areas, Cellnex UK connects everyone, everywhere. Our networks and in-building solutions are built to be fit for now and the future so that the UK can prosper. We are a business built on commercial and technical innovation, ambition and sustainable growth. We offer customers the commitment to neutrality and the economic benefits of shared infrastructure.

For more information: www.cellnex.co.uk