The data doesn’t lie — shoppers still spend nearly 85 percent more in physical stores than online stores. That’s a significant gap, and it tells us something important: brick-and-mortar stores aren’t just surviving, some are thriving. However, this success isn’t automatic, and it’s fueled by retailers adapting to ensure the in-store experience evolves with changing consumer expectations.

So, what’s the way forward?

Driving Traffic: Think From the Outside In

The journey to purchase begins with out-of-home messaging, long before a customer sets foot in your store. Think buses, billboards, bus shelters and subways to increase brand awareness in the wild. With 76 percent of consumers reporting that they’ve entered a store they had never visited before based solely on its signage, there’s no question what attention to your business’s exterior can do for your traffic.

Consider vibrant bollard covers, eye-catching window clings and unmissable door signage in your strategic planning to make your exterior irresistible. Convenience stores can also leverage fuel stations as an advertising platform. The right combination of color and engaging visuals can entice customers from the pump to the aisle, compelling them to take an extra moment to explore grab-and-go options.

Optimizing In-Store Traffic: Make it Count

While location, product variety and pricing strategies remain vital factors in magnetizing customers, they don’t mean everything. Consider the last time you walked into a store that took your breath away. Maybe it was the clever use of lighting, the way the products were displayed, or even the scent in the air. That store wasn’t just selling products; it was telling a story.

What story is your design telling?

We’re witnessing a shift in retail spaces. Store footprints are getting smaller, but that doesn’t mean they’re any less impactful. In fact, compact, well-thought-out spaces can offer a more intimate and focused shopping experience. But smaller spaces demand smarter design. So, how do you make every square foot count?

Start by thinking about your buyer’s journey, which began outside your doors. Once they’ve stepped inside, how are they guided? Ease of navigation is critical, with nearly 70 percent of consumers citing it as a key
factor in their shopping experience. The last thing a retailer wants is a shopper who leaves or avoids returning because it’s too difficult to find what they need. But wayfinding signage is more than just a map; it’s a lead that directs shoppers on an intended path through your store.

Where are your customers drawn to go? A thoughtfully designed layout can encourage a specific flow, ensuring customers see the most enticing display first or guiding them through a carefully curated path that maximizes exposure to key product categories.

For value retailers, this journey often mirrors a “treasure hunt” for deals. Bargain hunters want to move quickly while filling their baskets with the best finds. Calculated placement of wayfinding elements can help them navigate efficiently while still allowing for surprise discoveries that keep their shopping experience fun.

When it comes to layouts, intuitive yet intriguing is the goal. Could a well-placed display or an unexpected color scheme make them pause and explore further? A smart layout considers how customers think and behave and meets them where they want to be — ultimately leading to better purchasing decisions.

Experimenting With Experience: Go Beyond the Basics

Experiential design isn’t new, but what does it really mean today? It’s about being authentic. Shoppers aren’t just looking for products; they’re looking for real experiences and real connections. One powerful tactic? Pop-up shops. They’re more than a trend; they’re a tool. With 55 percent of consumers visiting pop-ups for unique finds and 80 percent of global retail brands reporting success with them, these temporary stores offer a valuable opportunity to experiment with new products and engage customers in a fresh, exciting way.

Another experience booster? Partnerships. Consider the best collaborations you’ve seen. Target and Missoni. The Home Depot and Pinterest. KFC and Crocs. Companies teaming up don’t just create buzz; they synergistically link brands and skyrocket sales. They’re also particularly effective with Gen Z and millennial consumers, with 60 percent reporting that they’ve bought special edition releases.

Lastly, today’s consumers want to know who you are and what you stand for, especially when it comes to sustainability. Is your design telling your sustainability story? Being transparent about your green initiatives in a genuine way builds trust — and that’s something money can’t buy.

Retail is always changing (and that’s part of what makes this industry so much fun!). Buyers want to feel connected to your brand, to your products, and to the experience in your store. A retailer’s ability to thrive depends on adaptation, experimentation and shopper engagement.