The New Brick-and-Mortar: It’s Not Dead, It’s The Hub of the Customer Journey

For years, headlines have predicted a bleak future for brick-and-mortar retail. From claims that online shopping would completely take over, to COVID-19 being the final nail in the coffin, these stories have become familiar. But numbers are telling a different story. In fact, a recent survey conducted by Lightspeed revealed that 76.4% of shoppers still want to see, touch or try products in person before buying.

Today, stores serve more than just one purpose. They’re immersive spaces that shoppers enjoy for their curated environments, personalized service and memorable experiences. 

In this article, we’ll explore how retailers can create experience-focused destinations that keep customers coming back. Whether you’re training staff or implementing new technology, every decision you make shapes how your brand is perceived and remembered by shoppers.

• The transformation from store to experience hub
• Differentiating your in-store experience
• Empowering staff to create standout moments
• Connected systems make it all possible

The transformation from store to experience hub

Following the explosive success of ecommerce, the role of the retail store has changed. It’s no longer just a place to make transactions, but a place where customers can connect with your brand, discover exclusive offerings and enjoy experiences that stay with them. The most successful stores today are designed as destinations, giving people a reason to visit beyond simply shopping. Some of these key reasons to visit shared by consumers in our FY26 Retail Consumer Survey include:

• Exclusive in-store perks (82%)
• Personalized service (70%)
• In-store-only loyalty rewards (40.3%)

These all point to a clear trend: in-person shoppers are looking for more than just a quick purchase. They’re seeking experiences that make their visit truly worthwhile. 

Differentiating your in-store experience

No digital platform can fully replicate the human connection or sensory engagement that happens inside a physical store. While online shopping is convenient, it doesn’t offer the tactile experience of touching and feeling products or the immediacy of interacting with knowledgeable staff. When customers walk into a store, try out a product or receive expert advice, they build trust and forge a connection. 

Retailers who prioritize creating these connections are redefining what in-store shopping is all about. If you want to be one of these retailers who uses each sales channel to its strengths, here’s what you can do to create in-store experiences worth coming in for: 

1. Host events that bring your community together

Retailers who turn their spaces into gathering places create deeper, more lasting connections with their customers. Hosting in-store events—like wine tastings, seasonal styling sessions, gardening workshops or DIY classes—gives people a reason to visit and reinforces your position as an expert in your space. These experiences add real value, generate word-of-mouth buzz and transform your store into a local destination that people look forward to returning to.

2. Make in-store shopping more rewarding (literally)

Loyalty programs are a powerful way to turn casual shoppers into repeat customers. And the most effective programs offer something exclusive for showing up in person. Whether it’s points, special discounts or early access to product drops, building incentives into the in-store experience gives customers a reason to keep choosing brick-and-mortar over the convenience of online. Commerce systems like Lightspeed’s allow you to set up a loyalty program from within your POS. Automatically segment customers, run marketing campaigns and access all your communication channels from one place. 

3. Focus on customer service

One of the biggest advantages of brick-and-mortar retail is the opportunity to connect with customers face-to-face. And in-store shoppers are looking for this personalized touch, from expert advice and tailored recommendations to thoughtful interactions. That might mean remembering a returning customer’s past purchase, offering product suggestions based on their preferences or simply taking the time to have a real conversation.

Empowering staff to create standout moments

Your staff are the heart of your store. They’re the first people your customers meet, and a key reason why an ordinary shopping trip can become something more memorable. According to our survey, 52.8% of consumers return to a store because of a positive past experience, underscoring the importance of excellent customer service. 

But your team can’t do this alone. When they have the right tools and technology in hand, you empower them to go above and beyond, delivering these standout moments that make in-person visits worth it. 

Technology supports the experience, people bring it to life

With the right tools in place, processes become more efficient, and staff are free to focus on what matters most: the customer. When employees can quickly check inventory, access purchase histories or process a seamless checkout, they can deliver more effective and personalized service. 

Still, technology is only part of the equation. The true magic of in-store experiences comes from how technology empowers your team to shine. When repetitive tasks are handled by reliable systems, staff can devote their attention to customers—answering questions, solving problems and making tailored recommendations. 

Benefits for staff

Equipped with the right tools, employees are more engaged, fulfilled and able to assist customers. By minimizing manual tasks and reducing stress, technology allows your team to spend more time face-to-face with customers. Instead of scrambling to find a product or wrestling with outdated systems for example, staff can focus on upselling, cross-selling or having meaningful conversations that build relationships.

Connected systems make it all possible

Behind every outstanding in-store experience are reliable systems operating seamlessly in the background. When inventory, sales and customer data are connected in real time, operations run smoother for both employees and customers. Here’s how: 

1. Smarter inventory management

Your team should always know what’s in stock, where items are located, and how products are performing. With accurate, real-time inventory data, staff can quickly answer questions, locate products, and even suggest alternatives when something’s unavailable. Instead of searching for information, they stay focused on delivering a great customer experience.

2. Actionable data and insights

A connected system gives managers a clear view of store performance at every level. From tracking sales trends to monitoring team productivity, real-time data helps leaders make informed decisions on the fly. It enables better planning, purchasing and timely recognition of top performers, keeping the entire team aligned and the store running smoothly.

3. Seamless omnichannel selling

Customers expect flexibility, whether they’re buying online and picking up in-store, checking product availability from their phone or getting items delivered locally. Connected systems make it easy to deliver on these expectations. Inventory stays synced across channels, pricing stays consistent and your team can manage every sale—regardless of where it starts or finishes—from one centralized platform.

A connected system like Lightspeed’s is the foundation of excellent customer experiences.      

Get everything you need in just one place: built-in loyalty to reward repeat visits, customer profiles that enable personalized interactions and fast, intuitive tools that keep checkout lines moving. 

Inventory stays accurate across locations and sales channels, so staff always know what’s in stock and where to find it. Real-time reporting gives you insight into sales trends and team performance, helping you make smarter decisions, faster. And omnichannel tools let you offer flexible options for customers, and manage it all in one centralized place. With Lightspeed, you’re equipped to turn every visit into a reason to come back.

Retail has come full circle, back to people

Retail has adapted to new technologies and rising customer expectations, but at its core, it remains about human connection. Customers are searching for more than products when they enter a store; they want to feel a genuine connection. Personal interaction, thoughtful service and the ability to engage with products in person are benefits that no website can replicate.

Physical stores excel when they focus on their unique strengths: people, service and experiences that resonate. Whether it’s by personalizing moments for each customer, hosting community events or creating a welcoming space, the in-store experience isn’t just fun, it’s also a driver of loyalty and business growth. 

Are you ready to turn your store into a destination that customers remember?  Talk to an expert to discover the tools that will empower your team to deliver unforgettable experiences.

Lightspeed initiated a consumer survey in June 2025 using a third-party survey vendor UserTesting. Over 380 responses were collected in the United States and Canada. Respondents were required to have made a purchase from a retail store two to three times (not including groceries) in a month.