Societal digitization profoundly influences the retail sector, driven by mobile devices and internet connectivity. This shift alters consumer behaviors, emphasizing accessibility and efficiency, compelling retailers to swiftly adapt. Consequently, physical stores integrate digital technologies such as self-checkout and mobile applications, blending e-commerce strengths with traditional shopping experiences. This study investigates the challenges and opportunities associated with digital tool adoption in physical clothing stores, considering customer and staff experiences. Utilizing triangulations methodology, including qualitative interviews, systematic observations and related research. The results of this study partly indicate a lack of competence development concerning digital tools among the staff in the clothing store. This inadequacy contributes to a heightened level of stress among employees who are tasked with acquainting both themselves and customer with emerging technologies. Moreover the study delves into the potential avenues for optimizing both customer and staff experience. In the light of these revelations it is apparent that the clothing retailer must prioritize initiatives aimed at enhancing the competency levels of its workforce, particularly in areas pertinent to the assimilation of new technologies. Additionally a thorough analysis of customer expectations when visiting the store is necessary.