What: Forbes reflects on the expectations placed on physical stores, and wonders if they are too high, or if retailers simply lack imagination and will.

Why it is important: yes, physical stores are important, but they need a purpose to remain relevant in today’s shopping experience.

Retailers are reevaluating the role of stores, aiming to enhance experiences for consumers, especially Gen Z, who value discovery and engagement in physical locations. The challenge lies in innovating while balancing costs and expectations. Simple additions like Radio Flyer's test racetrack show the impact of creative, low-tech solutions, while Levi's "NextGen" store in Kyoto integrates local culture and technology. However, the sustainability of these experiences and the integration of technology remain critical for maintaining relevancy and meeting high consumer expectations, suggesting every store may need to offer a unique, flagship-level experience.

Is retail expecting too much from stores or not enough?