3 Reasons Why So Many Customers Are Returning to Bricks and Mortar

The retail industry has undergone significant changes over the past decade. From the rise of e-commerce shopping redefining how consumers shop to omnichannel retail providing customers with multiple convenient shopping options, the landscape has evolved significantly. However, despite the convenience of online shopping, many customers are returning to brick-and-mortar. 

According to Statista, in 2024, brick-and-mortar retail channels generated an estimated $21.8 trillion in sales worldwide, contributing significantly to total retail sales of approximately $29 trillion. This shift in consumer shopping behavior isn’t simply a trend – it demonstrates an increasing appetite for in-person shopping experiences, immediate product access, and human interaction.

Tangible shopping experiences 

According to BoF-McKinsey State of Fashion 2025, 54% of apparel shoppers prefer to buy clothing in brick-and-mortar locations versus online. One of the key driving factors behind shoppers’ return to physical stores is the opportunity to see, touch, and try products before purchasing. Whether physically trying a new product or evaluating the quality of items, shoppers find in-person shopping experiences more reliable. 

Additionally, the sensory experience of shopping – the ability to feel the fabric, assess the true color, or even the simple joy of browsing – is something that shoppers crave and cannot completely receive through online shopping. 

However, there are significant opportunities for retailers to capitalize on in-store footfall. According to the same BoF-McKinsey report, 75% of shoppers in 2022 were likely to spend more after receiving high-quality service from store personnel, indicating upsell and cross-sell opportunities. However, more than 60% of shoppers cited poorly trained or prepared staff as a cause of discontent with store experiences. This highlights the importance of well-trained store associates equipped with advanced technologies to deliver top-tier customer service. 

While consumers enjoy in-person shopping, they also expect it to be smooth, personalized, and highly convenient. With Teamwork Commerce’s Mobile point-of-sale (POS) technology, retail associates can complete checkout transactions from any part of the store – significantly reducing checkout queues and boosting customer satisfaction. Additionally, the Mobile POS allows staff to instantly answer customer queries, retrieve consumer data, and offer personalized discounts based on their loyalty points. This makes the in-store shopping experience of customers highly tailored and valuable.

Instant gratification and the rise of experiential retail

Instant gratification is another key factor encouraging shoppers to visit physical stores and make purchases. The ability to touch, try, and experience products firsthand gives customers the confidence to buy instantly, eliminating concerns about incorrect sizing or product quality. This, in turn, also minimizes the likelihood of purchasing the wrong item, color, or fit, leading to fewer returns and a more satisfying shopping experience.  

Recognizing the shift, retailers have started to transform their stores into destinations rather than just points of sale. From in-store interactive demonstrations and live events to personalized styling sessions and smart dressing rooms, brands are offering interactive and immersive experiences to attract shoppers. This strategy not only drives foot traffic but also fosters deeper consumer connections. 

To convert in-store foot traffic into a loyal customer base, retailers must deliver seamless customer experiences. One way retailers can significantly improve their in-store experience is by deploying an advanced self-checkout system that allows customers to seamlessly check out at their preferred pace. 

RFID-Powered Self-Checkout is capable of automatically scanning multiple items immediately, enabling customers to complete checkout transactions within seconds. As a result, retailers can complete more transactions in a day, improving business efficiency and customer experience alike. Associates can spend more time providing personalized experiences to shoppers and assisting them where required to add a human touch to the shopping experience.

Omnichannel and reduced returns

The rise of omnichannel retail seems to have positive implications for brick-and-mortar. Earlier, with offline and online shopping in isolation, customers who preferred in-store shopping visited physical stores while online buyers continued to make purchases online. With the rise of omnichannel retail, customers who prefer in-store shopping are still shopping in-person, but online buyers have also started to visit stores, leveraging options such as Buy Online, Pick Up In-Store (BOPIS) for convenience, cost savings and spontaneity.  

Brick-and-mortar stores are now attracting a wider audience, but this evolution demands that brands unify their online and offline shopping experiences. For retailers to foster customer loyalty and repeat visits, they must create seamless in-store experiences. If a shopper comes in to collect an online purchase, store associates should be equipped to complete the transaction smoothly within moments. This requires a seamless integration of online and offline platforms where data flows in real-time; If a customer has bought a product, an automated order memo should be created to ensure the product is available in-store at the time of collection. This can eliminate out-of-stock disappointments, enhance customer satisfaction, and increase repeat visits while encouraging positive word-of-mouth marketing.

Final Advice 

The question is: what does the return to brick-and-mortar mean for retailers? As shoppers make a return to brick-and-mortar, retailers will need to differentiate their store experience from the competition to stand out. Retailers must view this shift as an opportunity to re-imagine the in-store experience. The resurgence of brick-and-mortar is not just about transactions, it is also about engagement, discovery, and building lasting relationships. Those who innovate and adapt to evolving consumer expectations will thrive in this new era of retail.