The trend: Retailers are experimenting with new retail concepts and technologies as they look to adapt to the changing ways that consumers live and shop.
Providing an experience: The experimentation comes at a time when the growth rate of brick-and-mortar retail has outpaced that of ecommerce for four straight quarters.
A broader perspective: Other retailers are testing concepts to help them reach new customers, as well as technologies that remake the in-store experience.
Why it matters: Physical retail’s strength has always been its ability to build connections with customers in ways that aren’t possible online. As consumers return to in-person shopping, retailers have a unique opportunity to develop experiences that surprise and delight shoppers. Done well, that offline experience can foster long-term loyalty.