How can retailers get future ready voice communications ahead of the PSTN switch-off?

This article is provided by BRC Associate Member, IP Integration.

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By January 2027, every organisation in the UK still relying on the Public Switched Telephone Network (PSTN) must complete their migration to a modern voice solution. While this deadline might seem like a purely technical milestone, for UK retailers it marks a much more significant strategic inflection point.

The end of the PSTN era forces businesses to take action. But beyond compliance, it presents a once-in-a-generation opportunity to reimagine voice and communications platforms, not just to maintain operations, but to improve customer experience (CX), enhance operational efficiency, and build a more future-ready retail organisation.

So, how can retailers approach the switch-off as more than just a necessary upgrade? And how can they use it as a springboard to transform voice communications into a source of long-term advantage?

Understanding the PSTN switch-off

The PSTN has underpinned UK voice communications for decades, supporting everything from landline phone calls to key infrastructure like alarm systems and payment devices. But as the telecommunications landscape evolves, this legacy infrastructure is no longer fit for purpose. It is being phased out in favour of IP-based systems that offer greater flexibility, scalability and cost-effectiveness.

For retailers, especially those with large brick-and-mortar footprints, the impact of this transition is far-reaching. Traditional phone lines may underpin in-store communications, security systems, payment terminals and even fire alarms. Each of these functions must be reviewed, updated, and tested well before the switch-off date to avoid disruption or downtime.

While 2027 might seem distant, the complexity of retail operations means the clock is already ticking. Delaying action increases the risk of last-minute issues and potential service interruptions. Acting early not only helps de-risk the transition but also opens the door to a broader transformation of retail communication infrastructure.

What do retailers need to prepare?

Choosing the right technology partner is one of the most important decisions retailers will face during this transition. Unfortunately, many vendors offer generic VoIP solutions that may tick the compliance box but fail to address the unique challenges of retail environments.

Retailers require voice platforms that can integrate with Contact Centres and CRM platforms to enable seamless service and sales experiences. These solutions must be capable of supporting consistent deployment across hundreds or even thousands of sites, each with its own connectivity and operational requirements. At the same time, they need to strike a balance between in-store and remote communications, reflecting the hybrid nature of modern retail operations.

Voice communication should no longer be seen as a passive utility. Instead, it should be treated as a strategic enabler of both customer engagement and workforce productivity. A platform that’s agile, connected, and future-focused is key to unlocking this potential.

Key considerations for a retail communications strategy

To turn the PSTN switch-off into an opportunity rather than a headache, retailers must adopt a communications strategy that aligns with their broader business transformation goals. This means thinking beyond telephony and towards intelligent, unified communications.

Scalability is critical, and a phased rollout approach helps minimise operational risk while ensuring stores stay fully operational during the transition. Any modern platform must also offer strong interoperability, seamlessly integration with existing systems such as CRMs, Contact Centre solutions and in-store security technology.

Modern communications tools must also align with customer experience goals by supporting omnichannel strategies and preparing the business for AI-enabled routing, analytics, and service enhancements. Just as important is the support model - retailers need continuous strategic and operational guidance to ensure their communications platforms evolve alongside customer expectations and new technologies.

Turning compliance into a competitive advantage

While the PSTN switch-off presents an immediate compliance requirement, it also offers retailers a unique opportunity to re-evaluate and upgrade their voice communications in a way that delivers long-term value.

Retailers who approach this transition strategically can unlock benefits well beyond regulatory readiness. Modern, cloud-native communications platforms can reduce operational costs, improve agility and enhance both customer and employee experiences. In-store teams gain access to more reliable tools, Contact Centres can integrate seamlessly with frontline operations, and head office gains greater visibility and control over communication flows.

Crucially, future-ready voice platforms lay the foundation for innovation. Capabilities such as AI-powered call routing, integration with chat and messaging channels, and secure mobile or remote connectivity help retailers meet modern expectations and support new service models - whether that’s personal shopping via video call or dynamic in-store messaging.

Retailers who invest early and wisely won’t just survive the PSTN switch-off - they’ll thrive beyond it, positioning themselves ahead of competitors who take a short-term, box-ticking approach.

Harnessing the UC opportunity

The PSTN switch-off is a significant technical shift - but for retailers, it’s also a strategic opportunity. By treating voice as a valuable business asset rather than a legacy utility, retailers can not only maintain compliance but also lay the groundwork for better customer service, more connected operations, and long-term competitive advantage.

Those who move early and adopt scalable, integrated communications platforms will be best placed to navigate the switch-off smoothly, and to deliver better retail experiences well into the future.