The Renaissance of Retail

October 10, 2024

Svetlana Suchkova

Svetlana Suchkova is a Senior Professional in Fashion Retail Sales & Operations, with two decades of experience in Spanish fashion retail. Svetlana has designed winning business growth initiatives, enhanced revenue streams, and elevated store productivity while prioritizing customer experience for brands like Women Secret, Springfield and Pronovias. Today, she helps small and medium-sized fashion brands grow through her consultancy firm Vega Retail.  

I’m a big believer that brick-and-mortar fashion retail has a bright future as long as we stay true to our social human nature.You might point to all the store closures and disappearing brands as evidence to the contrary, but let’s face it—store closure is the natural evolution of brands that haven’t adapted to the new demands of customer experience, not the inevitable doom of all retail brands.

Yes, digital commerce has surged, fueled by the convenience and endless options online shopping provides. It makes sense that brands want to focus on their digital platforms and sales. Yet, we’re now seeing a shift and fashion retailers should be paying attention. Paradoxically, the more digital the world becomes, the more customers are seeking authentic human connection and live experiences.

The rise of digital fatigue, where constant online engagement leaves us feeling disconnected or overwhelmed, is driving people back to spaces where they can interact with others, feel grounded in the real world, and take part in shared experiences. Shopping in-store offers this sensory experience—touching fabrics, trying on clothes, having face-to-face conversations with store staff—that no digital interface can replicate.

If retail brands want to succeed, they must reimagine the in-store experience and make it not just about transactions but about connection, discovery, and brand storytelling.
Customers want more than just a product; they want a memorable experience. Whether through curated spaces, personalized customer service, or immersive environments, retailers who embrace these evolving customer expectations will find success in building loyalty and drawing shoppers back into their stores.

To create these successful in-store experiences, retailers must focus on a few critical areas.

Customer Experience (CX)

Creating the in-store customer experience that consumers want requires that all company employees, from IT and warehouse staff to sales assistants, understand and interiorize the ideal customer journey. Everyone in the company should understand how to meet clients’ expectations.

Take Apple, for example. The tech giant has become synonymous with exceptional customer experience, largely because every team member—from the retail floor to tech support—is trained with a customer-first mindset. Apple Store employees are not just salespeople; they’re consultants who listen to the customer’s needs, offer tailored solutions, and ensure that aftercare, such as tech support, feels just as seamless as the initial purchase. This level of focus on CX is woven into every part of their operations. IT systems ensure smooth inventory tracking, while training programs keep staff informed about both the latest products and how to provide empathetic service. The result? A loyal customer base that is willing to return—not just for products, but for the service experience.

Shopper in a mall. Source Death to Stock.

Advanced technological solutions

To remain competitive and deliver exceptional in-store customer experiences, retailers must not compete with the digital, but complement it. They must adopt phygital strategies that integrate online convenience with in-store warmth and personalization. This involves embracing advanced technological solutions.

Technology can help streamline processes, enhance personalization, and facilitate real-time engagement with consumers. From user-friendly reporting systems and efficient POS solutions to personalized customer feedback tools and cutting-edge AI and VR applications, leveraging the right technology is essential for creating memorable experiences for consumers.

Last year, for example, the famous Spanish department store El Corte Ingles eliminated the lines of people at the cash desk by giving small portable POS devices to employees so transactions could be done anywhere in the store. This transformed the in-store experience and those who experienced it say, “it was a hell of a REVOLUTION!”

Time

Here’s something that seems obvious but is often overlooked: YOUR STAFF NEEDS TIME TO DELIVER AN EXCELLENT CUSTOMER EXPERIENCE.
The best service feels unhurried, dedicated, and full of genuine care, but we tend to overwhelm sales people with too many tasks—stocking shelves, managing inventory, following VM guidelines, organizing the warehouse, writing reports, analyzing KPIs, answering phones, replying to emails—the list goes on and on. It’s a defocused and unproductive approach. How can a 20-hour-a-week salesperson do all of this and still provide exceptional service?

Store layout

Store layout is a huge part of the customer experience. Getting it wrong can be catastrophic.
Thanks to proper analytics, however, you can now adapt your store layout to make it easy to navigate. Modern architectural solutions also allow for dynamic and mobile layouts, letting you change and rotate products according to the season, events, or trends to keep consumers engaged. Interaction is key too. Having a selfie spot is almost mandatory these days! And, of course, impeccable visual merchandising is essential.
Just pay a visit to the recently opened store of Mango in Madrid to see this in action. These new stores have multiple areas offering different experiences and ‘boutique’ spaces. They are also equipped with the most efficient technological tools to ensure the best shopping experience. At the same time, the ‘boutique’ spaces, which feature special design and furniture, highlight the brand’s collections and offer a special experience for the customer.

Predictive analytics

Customer experience falls flat if the customer can’t find the size or color they need, whether virtually or physically. Using predictive analytics, you can gather valuable data to predict trends, personalize marketing efforts, and anticipate customer needs. It also helps you optimize inventory, ensuring that popular items are always in stock for customers.
Lululemon, for example, employs an omnichannel approach to inventory management that integrates online and offline stock levels so customers can check inventory availability in real-time, whether they’re shopping online or in-store. This seamless integration helps Lululemon maintain accurate inventory records and fulfill orders more efficiently and reduce the likelihood of customers encountering stockouts.

Sustainability and transparency

Who isn’t tired of hearing about sustainability? Well, it’s here to stay, so why not fully embrace it? Think of sustainability as more than just charging for bags or avoiding plastic. When integrated into in-store operations, sustainability can be your ally in storytelling, innovation, higher margins, and building customer loyalty.
Especially for younger customers, the key engagement point is transparency—they want to know where their products come from, how they’re made, and the journey they took to end up in their hands. These points must all be addressed to successfully connect with younger consumers. A way to connect with them, for example, is to consider what happens when they no longer need an item. Can it be resold, recycled, or donated? Offering these options can make a significant difference in how your brand is perceived and experienced. Think the Patagonia clothing repair stations at their stores or the RE.Uniqlo repair service the brand now offers to its customers.

It might seem complex at first, but when you put your heart and best efforts into it, these components naturally fall into place to deliver results and create opportunities that make your brand more tangible and real for consumers who more and more seek to escape digital isolation.

Key insights

  • Consumers are looking to escape from digital platforms. They want real experiences and human connection.
  • Successful in-store experiences must adopt phygital (physical + digital) strategies, blending new technology with in-store warmth and personalization.
  • By fostering a culture of customer-first thinking, retailers can create lasting relationships that transcend mere transactions.
  • The in-store experience must be about more than just shopping. Brands must create special experiences for the customer through curated spaces and special services.
  • Modern consumers demand transparency and sustainability. Retailers who build these values into their operations will foster deeper trust and fidelity.
  • Store is the best channel for you your brand to create and keep a differentiation and generate customer loyalty.