Beyond 3D: How Digital Twins Turn Physical Asset Data into Retail Intelligence

At a recent RetailSpaces’ retreat, WD’s Vice President Bianca Doerschlag delivered one of the most forward-leaning sessions of the event: a forward-looking breakdown of how smarter data collection is reshaping the way retailers plan, design, build, and manage their spaces — long before a single piece of drywall goes up.

For many in the industry, “digital twin” still conjures up a holographic futurism, but Bianca reframed the concept entirely. A digital twin, she explained, starts with capturing accurate, standardized data from the conception of a project — creating a reliable, data-connected foundation that supports proactive decisions-making throughout the full lifecycle of the building. It’s not just about visualization; it’s about creating a single source of truth that reflects how a space is designed, built, and operated over time.

Why It Matters Now

Bianca’s point isn’t futuristic hype — it’s about eliminating downstream friction. She shared how WD helps major retailers shift from static CAD drawings to data-rich, connected models, breaking down siloed information flows and unlocking millions in annual value through smarter planning and collaboration.

When physical asset data is captured correctly from the beginning, it becomes a shared resource—supporting design, construction, facilities, operations, and future planning without the need to recreate or reinterpret information at every stage.

A Practical Pathway Forward

Retailers should think of digital twin adoption in stages: start by capturing accurate as-built asset data and creating a unified data environment. From there, retailers can evolve toward connected twins that stay current as changes occur, enabling teams to test scenarios, plan updated, and make informed decisions with confidence.

Over time, this foundation unlocks predictive insights that reduce risk, improve performance, and extend the value of physical assets across their entire lifecycle.

As physical retail continues to evolve, intuition alone isn’t enough. Retailers need reliable, accessible asset data they can trust—today and years from now. As Bianca demonstrated, digital twins aren’t just a tool for testing ideas; they’re a strategic framework for turning physical spaces into long-term, data-driven assets that every team can leverage.