Everyone has a favorite store that meets all their expectations: 

The staff are friendly and knowledgeable, the atmosphere is buzzing, and goods are laid out in pleasing and intuitive ways; easy to find and ready to be tested out. It’s a place you want to hang out on the weekend or show to friends when they visit town. Stores like this come in all shapes and sizes with vastly different products and customers. So what do they have in common? These stores meet their customer’s needs while making them feel special.

The quintessential in-store experience is about nailing a powerful combination of convenience and community. In this playbook, we’ll walk through five tactics that will help retailers design physical stores for the modern omnichannel shopper. Providing great customer experiences will drive sales 
 and increase the lifetime value of a brand’s customers— transforming them from first-time shoppers 
 to lifelong brand advocates.

If you watched our webinar “The New Standard for In-Store Shopping: Retail Trends and Customer Expectations in 2024”, you already know that physical store sales will continue to drive the bulk of retail sales for the next decade: 85.6% of all retail sales dollars come from brick-and-mortar stores, 
 and forecasts show that global brick-and-mortar sales will total $28.9 trillion in 2030.

Customers want flexible shopping options, personalised service, and to experience a brand’s 
 products and values in real life. Retailers need to grow their business. They need to provide first-class customer service by empowering their staff with better tools and product knowledge. And they 
 must do all this while continuing to collect information about their customers to provide better marketing communications and tailored service on their next visit. Adding to this complexity, 
 retailers have to apply these improvements across tens to hundreds of store locations, all while managing hundreds of employees.