Retailers are increasingly adopting visual media strategies to offer personalized, seamless shopping experiences across digital and physical channels, according to new global research from Cloudinary. The study found that 93% of retailers report personalization alone drives a 50–400% improvement in business outcomes.

Personalization Fuels Significant Growth

An overwhelming 88% of retailers ranked personalization as essential to their digital strategies. This is driven by the diversity in how consumers shop — across various devices, languages, currencies, and bandwidth environments. To meet this complexity, many retailers are automating content personalization:

  • 67% adjust content dynamically based on device, browser, currency, and language
  • 65% personalize by geographic location
  • 50% optimize content quality depending on bandwidth availability

In tandem with personalization, accessibility has become a key focus area. Retailers are taking steps to support all users, including:

  • Optimizing for screen readers (62%)
  • Adding alt text for images and videos (57%)
  • Including closed captions (56%)

With two-thirds of retailers already prepared for the European Accessibility Act (EAA), the industry is positioning itself to serve broader audiences with inclusive design. These efforts collectively contribute to the 4X improvement in outcomes estimated by most retailers.

Immersive Visual Experiences Take Center Stage

As the foundational work of personalization becomes more automated, retailers are turning their attention to creating engaging and immersive visual experiences. Cloudinary’s 2025 survey shows growing investment in:

  • Video (62%)
  • Virtual try-on experiences (53%)
  • Augmented and virtual reality (AR/VR) (46%)
  • 3D content (36%)

These technologies enhance the decision-making process for consumers and significantly reduce return rates — positively impacting both profitability and sustainability.

Sustainability as a Digital Imperative

In addition to delivering fast and intuitive shopping experiences, consumers are increasingly holding brands accountable for sustainability. In response:

  • 62% of retailers track energy consumption and adopt eco-friendly digital practices
  • 50% optimize media delivery to reduce energy use
  • 47% recycle or repurpose digital content
  • 46% limit redundant asset storage
  • 41% track and report the carbon footprint of digital tools

Digitizing the In-Store Experience

Retailers are applying ecommerce innovations to physical locations to create cohesive and efficient omnichannel journeys. The survey found that:

  • 66% use QR codes for in-store product details and promotions
  • 64% rely on mobile apps for navigation and assistance
  • 32% are leveraging AR to replicate in-store experiences online

These technologies not only reduce friction but also connect physical retail with digital personalization in powerful ways.

Methodology

The Cloudinary Global Retail Survey 2025 was conducted by Researchscape International, surveying 448 retail professionals across 14 countries between February 20 and March 17. Participants came from organizations with at least 1,000 images and 100 videos on their websites or mobile apps.

For more insights, visit the full report from Cloudinary.