Global retailers are continuing to direct investment towards supply chain capabilities even as many scale back expansion plans due to persistent geopolitical instability and inflation, according to new research from Incisiv and Manhattan Associates.
Released at the World Retail Congress, the study shows supply chain capabilities rank among the top three areas for increased spending in 2026, according to 56% of retail executives surveyed.
72% 的高管, 提到的客户体验和个性化, 以及 58%, 强调的人工智能和先进技术, 投资也仍然是高度优先事项, 表明采取有针对性的方法来增强现有运营中的弹性和灵活性。
Customer experience and personalisation, cited by 72% of executives, along with investment in AI and advanced technology, highlighted by 58%, also remain high priorities, indicating a focused approach to enhancing resilience and flexibility within existing operations.
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研究表明，整个零售行业的谨慎态度日益增强。 Fewer than one in six executives reported pursuing aggressive growth strategies, with most respondents targeting selective expansion while managing costs and operational inefficiency.
The research points to rising caution throughout the retail sector. Fewer than one in six executives reported pursuing aggressive growth strategies, with most respondents targeting selective expansion while managing costs and operational inefficiency.
Over three-quarters of executives identified geopolitical instability and trade disruptions as major strategic influences, while 72% named inflation and shrinking margins as additional structural constraints.
Many retailers acknowledge difficulties in rapidly executing their strategies. 70% 的高管表示，与竞争对手相比，他们从决策到执行的速度较慢,，这在响应速度变得越来越重要的时期暴露出持续的差距。
Many retailers acknowledge difficulties in rapidly executing their strategies. Seventy percent of executives said they were slower to move from decision to execution compared to competitors, exposing a persistent gap during a period when response speed is increasingly critical.
Incisiv chief insights officer Gaurav Pant said: “With external pressures unlikely to ease in the near term, the focus is on making smarter, more targeted bets that deliver both resilience and long-term value.研究中最突出的是意图和执行之间的差距。对于希望在更苛刻的环境中保持竞争力的零售商来说，缩小这一差距至关重要。”
Incisiv chief insights officer Gaurav Pant said: “With external pressures unlikely to ease in the near term, the focus is on making smarter, more targeted bets that deliver both resilience and long-term value. What stands out from the research is the gap between intent and execution. Closing that gap will be critical for retailers looking to stay competitive in a more demanding environment.”
Technological developments are further reshaping how retailers operate and engage with customers, with 98% of executives surveyed expressed concern about the rise of AI-driven search engines.他们认为，这可能会将客户发现的控制权转移给算法，从而降低品牌知名度。
Technological developments are further reshaping how retailers operate and engage with customers, with 98% of executives surveyed expressed concern about the rise of AI-driven search engines. They believe this could reduce brand visibility by shifting control of customer discovery to algorithms.
Supply chain and unified commerce remain central to ongoing investment as these changes unfold.
The study also found that more than 80% of executives consider stores and owned online platforms critical to their business in the coming years, supported by emerging platforms such as retail media and AI-powered discovery.
曼哈顿联合公司高级副总裁兼首席营销官 Katie Foote 补充道: “A 随着客户期望的上升, 个性化不再是可有可无。购物者希望零售商了解他们, 预测他们的需求并在每个渠道无缝交付。
Manhattan Associates senior vice president and chief marketing officer Katie Foote added: “As customer expectations rise, personalisation is no longer a nice-to-have. Shoppers expect retailers to know them, anticipate their needs and deliver seamlessly across every channel.
“That only happens when retailers can apply AI to real-time inventory, order and fulfilment data.统一商务将这些部分整合在一起,，将人工智能从一种承诺转变为一种建立忠诚度并推动利润增长的互联体验。 This becomes even more important with the current macroeconomic trends and volatile global environment.”
“That only happens when retailers can apply AI to real-time inventory, order and fulfilment data. Unified commerce is what brings those pieces together, turning AI from a promise into the kind of connected experience that builds loyalty and drives profitable growth. This becomes even more important with the current macroeconomic trends and volatile global environment.”
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