After years of lockdowns and digital-driven behaviors, consumers’ actions have shown how crucial the store experience is to how they shop and interact with brands. So it’s no surprise that 47% of executives believe that store design and experience have become more critical to their brand strategy over the past year, according to Retail TouchPoints research.
But underneath this positive blanket statement are a lot of nuances. Consumers’ standards of what makes a “superior” brick-and-mortar experience have changed, and to make things even more complicated, these standards vary based on shoppers’ unique preferences, their needs at a specific point and time, the role that technology plays in their daily lives and, of course, how they live, work and interact in their everyday lives.
