The changing scene for brick-and-mortar stores: Why modernisation is key for brands

https://cxm.co.uk/digital-experience/the-changing-scene-for-brick-and-mortar-stores-why-modernisation-is-key-for-brands/

The role of brick-and-mortar stores has rapidly evolved over the past few years. Despite the speed and convenience of online retail, people still crave the in-store experience. Visiting physical stores allows customers to ask questions, seek support and browse products.

However, brands have to be able to capitalise on this appetite effectively. Today’s stores must be able to offer connected omnichannel services that deliver immersive and seamless in-store shopping experiences. They must deploy the latest technologies that enable in-store assistants to take care of visitors and cater to their individual needs. 

According to the UK Omnichannel Retail report, 61% of consumers still favour in-store shopping, while 39% shop mostly online. Due to the increasing cost of living, many shoppers are mindful of falling victim to wasteful spending. This has resulted in many online brands, such as Gymshark and Maniere De Voir, expanding their outreach into the brick-and-mortar space with pop-ups and permanent in-store placements. 

Likewise, the increase in customers heading to stores has resulted in shop owners turning to retail technology to modernise in-store experiences. Retailers have started utilising tools such as radio frequency identification (RFID) technology and mobile point of sale (POS) to optimise sales opportunities and allow in-store staff to focus on the customer experience. 

But to bring excitement back to in-store shopping, retailers must go above and beyond and create innovative ways to engage customers in 2025.

The in-store popularity complex

A recent Statista study found that by the end of 2024, only 26.5% of UK retail sales came from internet purchases. With nearly three-quarters of transactions taking place in-store in the build-up to the festive season — the most popular shopping period of the entire year — it is clear that consumers prefer shopping in-store.

However, while consumers might be flocking to the high street for a high-quality in-store experience, a busy, chaotic shop floor can cause frustration, queuing and a fragmented customer journey. As a result, customer satisfaction can plummet, creating the opposite of the desired outcome of in-store visits: to receive a high-quality experience.

Delivering high-quality experiences on a busy shop floor

Technology plays a pivotal role in enabling retailers to deliver on the experiential dream. By equipping in-store staff with the right tools, retailers can enable their sales floor team to work efficiently, delivering personalised customer experiences that leave customers feeling valued.

The point of sale is one of the most crucial touchpoints in the retail customer journey. Often, the final opportunity for retailers to provide a high-quality experience, seamless and fast transactions are imperative. Evolving the self-checkout experience provides both autonomy for customers, and when integrated with RFID-based technology — whereby RFID readers automatically scan all items in a customer’s basket immediately — in-store visitors can complete transactions in under 30 seconds. 

A frictionless checkout experience helps retailers deliver significant customer satisfaction, and with fast transactions, they actively reduce shop floor queueing.

High-quality customer service can also go one step further with mobile POS devices allowing customers to complete transactions anywhere in-store, eliminating the need to queue and reducing the amount of time customers have to spend in-store. 

Operating from a tablet or mobile device, retailers can also integrate wider operational technologies — such as customer relationship management (CRM), order management and inventory management systems — to leverage accurate data that facilitates personalised experiences.

Shop staff can use previous purchase history and customer preferences to make specific product recommendations. They can also conduct buy online, pick-up in-store (BOPIS) transactions and process returns. They can even provide product availability and location information to customers searching for specific items.

On a busy shop floor, an all-encompassing approach to retail technology empowers in-store personnel with knowledge. 

Knowledge, when leveraged appropriately, directly translates to enhanced in-store experiences.

Shop assistants can provide services, tailored to the individual customer’s preferences. They can deliver accurate information, quickly, and do all of this before completing transactions on the spot. As a result, customers leave the store having received a high-quality experience, and are more likely to return.

Modernising the customer shopping experience

Brick-and-mortar retail is thriving. By taking a modernised approach to the in-store experience — leveraging technology to empower shop floor associates to deliver the best possible experiences — retailers can deliver high levels of customer satisfaction in the short-term, and increase customer loyalty and retention in the longer term.