Unique In-Store Experiences Are Driving a Brick-And-Mortar Retail Resurgence


What’s behind the recent brick-and-mortar store resurgence? Could it be that big box stores recognize the one-of-a-kind shopping experiences that can occur in person? Finding unique ways to capitalize on those in-store experiences may lead to a brighter future for retail.

Big box stores are reasserting the importance of their physical presence, continuing to invest in traditional brick-and-mortar locations. Major retailers like Dick’s Sporting Goods are innovating with House of Sport concept stores that feature interactive elements such as rock-climbing walls and outdoor fields​. Walmart echoes this trend, announcing the opening of new stores and job creation as part of their investment in America. Target, not to be left behind, plans to enhance the shopping experience with a focus on physical and digital improvements. Even Aldi is joining the movement, unveiling expansive plans to increase their footprint. These investments signal an unwavering belief in the synergistic power of combining in-person shopping with the convenience of digital capabilities, forging an omnichannel future that satisfies a spectrum of consumer preferences.

What factors are driving big-box retailers to invest heavily in brick-and-mortar expansions in the thriving era of e-commerce?

On this episode of Experts Talk, hosted by Gabrielle Bejarano, the show fields insights from Allen Adamson, the Co-Founder of Metaforce, Sarah Jarvis, the Communications and Propositions Director at Eagle Eye, and Dr. Mansur Khamitov, an Assistant Professor at Indiana University, as they delve into the evolving landscape of big box retailers and their strategic embrace of brick-and-mortar stores.

This Experts Talk discussion includes:

  • The motivations behind the substantial investments by big box retailers in brick-and-mortar expansions
  • The role of omnichannel strategies in enhancing the brick-and-mortar experience and intersecting with trends in retail evolution
  • Insights into how smaller retailers can apply successful strategies from big box stores, and conversely, what larger retailers can learn from smaller, more agile entities

Allen Adamson is the Co-Founder of Metaforce, a firm that specializes in helping businesses navigate the rapidly evolving market landscape with innovative marketing and product strategies. His expertise lies in branding and has been recognized as a leader in marketing communications.

Sarah Jarvis brings a wealth of experience in retail marketing and customer loyalty. She holds a pivotal role at Eagle Eye. Her expertise focuses on enhancing the customer journey through innovative loyalty programs and data-driven marketing strategies.

Dr. Mansur Khamitov, an Assistant Professor at Indiana University, offers an academic perspective backed by marketing and consumer behavior research. His accolades include publications and studies that delve into the psychological underpinnings of consumer relationships with brands.

Article by James Kent

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