Blending Worlds: Navigating Retail’s Digital-Physical Fusion
The retail industry is undergoing a major transformation, as consumers increasingly shift their shopping habits online. But what does this mean for the future of physical stores? Brick-and-mortar stores are not going away. In fact, many retailers are finding ways to blend the physical and digital worlds to create a more seamless shopping experience, that bridges the two worlds.
This was the topic of discussion at a recent panel event hosted by RDI NYC – a Retail Design Institute that has created a strong community of retail industry’s creative professionals – in collaboration with ALU and LEAP on July 13th .
The event took place at LEAP’s headquarters in the Tribeca neighborhood of New York City where ALU’s modular fixtures were the stage for the occasion and will be on display for the coming three + months.
The panelists, representing a variety of different perspectives in the industry, shed light on the evolving landscape of retail, and offered their insights on its future. The panel was directed by moderators Tobias Harris W., RDI NYC’s President, and Sharon Sullivan, Director of Stores at Tempur Sealy International.
The rise of omnichannel retail, the impact of technology on the customer experience and the future of brick-and-mortar stores were among the topics discussed. The customer journey is becoming more and more complex, as consumers increasingly shop across multiple channels. Retailers must find ways to provide a consistent shopping experience across all these channels, and, at the same time, make it unique and engaging through the use of technology. For example, they can use it to provide personalized recommendations, offer virtual try-ons, or create interactive displays.
Although a digital integration is important and useful to create more targeted and sustainable experiences, the core values of retail stores remain the same, as the client still wants to feel the product, try it on and be able to interact with it. Customers crave more than just information about the product. They yearn for an authentic experience. In fact, emotional retail may be the essence in physical stores, as people tend to form ties with a brand and its space even before trying on a product. The ambiance, the aroma, the interaction with the brand’s associates, and the overall vibe are all factors that contribute to this pre-interaction connection. The synergy between the brand’s image and the in-store experience deepens the emotional pull and creates a powerful resonance with customers.
The panelists highlighted that by marrying the online and in-store experiences, brands can deliver a holistic retail journey that leaves a lasting impact and enhances the overall satisfaction for the clients.
“Retailers need to find ways to blend the best of both worlds.”
As Abramo, CEO of ALU, puts it, the best way to describe it is to make an analogy with the music industry. “We all use digital music, but we still go to concerts. The experience is different, but it’s not mutually exclusive. Both can coexist.”
In order to succeed in the future, physical stores will need to offer a unique and engaging experience that can’t be replicated online. Retailers need to think about their stores as a destination, they need to create an experience that’s both educational and entertaining. Something beautiful and fun, just like concerts.
“The difference between shopping and buying is becoming increasingly important.”
Representing Raydiant, where he is head of AI and Innovation, Trevor Sumner highlighted that while e-commerce is great for making purchases, it’s not as good for creating a memorable shopping experience.
At the same time, Henry Chang, AVP Store Developer and Designer at LEAP, argued that the physical retail experience is essential for creating an emotional connection with customers, as people can be organically and emotionally tied to the space even before trying on the product itself.
“There’s only so much you can read and be emotionally attached to a product.”
The panelists concluded that sustainability and technology are essential for the future of retail. By focusing on these two areas, retailers can create a better customer experience for customers and the environment, reducing their environmental impact.
With modular store design, ALU prioritizes reusable and durable fixturing, reducing waste, and promoting sustainability. Their fixtures are designed to be recycled, shipped flat-packed, and adapted in various spaces, showcasing a commitment to eco-consciousness throughout the production chain. Through their strategic partnership with LEAP – which is building the world’s largest network of branded retail stores – and the support of sustainability-driven brands, ALU’s modular fixture design emphasizes that embracing eco-friendly practices is not only achievable, but essential for a more sustainable world.
The event was a great success, and it generated a lot of interest in the future of retail. Not only this panel offered a glimpse of the retail industry’s metamorphosis, but also highlighted the promise of a retail landscape that seamlessly weaves together the best of both worlds.