What: A piece about in-store experience in a post-pandemic world.

Why it is important: Experience is one thing, but do not forget about the basics of retail.

Post-pandemic, in-store shopping has seen a surprising resurgence, with consumers drawn to the social and immersive experiences of physical stores. This trend has challenged retailers to blend the convenience and personalization of online shopping with the physical store experience. Consumers now expect a seamless integration of digital and physical shopping aspects.

Retailers are focusing on creating memorable in-store experiences, as seen with the excitement around product releases like the iPhone 15, where the physical purchase process adds to the appeal. Luxury brands are particularly adept at making customers feel valued and unique, similar to personalized online shopping experiences. However, there's a growing need to elevate the physical retail experience by unifying digital and physical commerce systems, ensuring a cohesive customer journey from start to finish.

An example of this need is evident in a scenario where a customer’s high-end purchase experience is diminished by inadequate packaging, highlighting the importance of a consistent and seamless retailing approach across all touchpoints. Retailers are encouraged to use unified commerce strategies, leveraging customer data for personalized experiences and enhancing loyalty.

Physical stores also face the challenge of replicating the advantages of online shopping, such as instant access to comprehensive product information and reviews. Solutions like digital signage, touchscreens, and tablets can help bridge this gap, allowing customers to explore wider product ranges and make informed decisions. Loyalty programs and store-exclusive discounts can encourage in-store purchases over online alternatives.

To compete with online convenience, physical retailers should offer options like BOPIS (buy online, pick up in-store) or direct home shipping. Ultimately, the goal is for bricks-and-mortar stores to evolve into rich experience hubs, blending digital and physical elements to meet consumer expectations for interconnected, tailored shopping experiences.

What retailers need to know about the return of customers in-store