Whilst online shopping has grown exponentially given convenience and ease, the high street is adapting to demand for more exclusive and personalised shopping experiences. Virtual reality and AI undoubtedly present amazing technological opportunities. However, shoppers seem to be seeking out more human interaction. Is it just a passing phase?

Innovative retailers have been experimenting with new store concepts, pop ups and test sites to observe customer engagement and to assess where real value can be added. Formats continue to adapt, with some successes and some failures.

There would appear to be demand for more memorable and sensory shopper journeys, which brands can capitalise on in order to increase dwell time in-store. The key benefit of visiting a physical store of course is the ability to touch, smell and taste products in real time, as well as to see or hear them, usually in a more vivid way than can be achieved online. It also enables direct human interaction, avoiding impersonal chat box or automated telephone conversations.

The challenges for retailers are to meet customer expectations for immersivity, to keep them coming back for fresh experiences and to achieve the right balance between a store’s physical and online presence. One that reflects their brand purpose. Who knows, the fall-out from recent cyberattacks may also lead to more retailers investing in physical spaces, or collaborating with other retailers to offer a combined immersive experience; this is already happening with smaller retailers taking sites within larger retail stores.    

Urban developers and planners have another opportunity to enhance local communities by creating more relevant spaces for residents. With a high degree of redundant office space, there is potential for repurposing in an innovative way.

And from a researcher perspective, these are exciting times. Ideation, co-creation, in-situ store concepts. There is nothing like getting out into the ‘field’ to obtain in-the-moment customer insights which deepen understanding and add real value.