The retail sector is undergoing an exciting transformation with the implementation of omnichannel strategies aimed at offering consumers an integrated personalised shopping experience. The expansion of e-commerce and the introduction of innovations such as augmented reality campaigns reflect the sector’s adaptation to new consumer demands. In addition, Big Data analysis and the protection of data privacy and security are areas that reinforce consumer confidence and contribute to brand loyalty. This digital environment is opening up new opportunities for companies in the sector to stand out and meet customer expectations.