For retailers, customer experience is important for driving brand loyalty and sales. According to Mood Media, 67% of shoppers walk into stores looking for inspiration, not specific items. That’s why for retailers, it’s important to consider immersive, engaging store environments that can help drive foot traffic into their stores and enhance the shopping experience. Below, we’ll break down different ways retailers can transform their brick-and-mortar stores to improve shoppers’ experiences in store and reimagine the retail experience.  

Ways to Redesign Stores 

Engaging the Five Senses 

One of the biggest distinctions between shopping in-store and online is the ability to engage the five senses. In-person shopping can engage all five senses in a way online shopping can’t, making the shopping experience more immersive and memorable.  

From the moment shoppers walk in, music and fragrance set the tone. A curated playlist or signature scent can create a welcoming atmosphere, reinforce brand identity, and even trigger lasting memories. For example, when you enter Starbucks, you are immediately greeted with the appealing aroma of fresh brewed coffee, creating a pleasant experience for customers and instantly connecting them to the brand. 

Visual elements also play a powerful role. Dynamic video walls, LED signage, and well-designed displays capture attention and guide shoppers through the store. Retailers can appeal to sight with video walls and LED signage that attract attention. Interactive product displays take this even further. For example, at Restoration Hardware, customers can touch and feel samples of different materials to help decide what types of finishes they want and envision them in their own spaces.  

Retailers can also appeal to taste by including sampling stations. Costco and Total Wine & More frequently have free sampling stations in its stores for shoppers, giving customers the chance to discover something new. These moments not only delight shoppers but also often translate directly into sales. 

By engaging multiple senses in thoughtful ways, retailers create a shopping environment that is both memorable and persuasive and one that encourages customers to linger, explore, and return. 

Store Layout 

A store’s layout also plays a critical role in shaping the customer experience and guiding shoppers through the space. Gathering sections, memorable spaces, and floor plans are all elements that can impact the customer experience and influence how long they engage with products.  

Gathering sections are areas of the store with seating, interactive displays, or sections where shoppers can take a break without interrupting the shopping flow. These spaces create a relaxing environment for shoppers to spend more time in the store. For instance, Barnes & Noble often includes an indoor café, inviting shoppers to pause for a drink and read, creating a sense of community and comfort during the shopping experience. 

The store’s floor plan and aisle layout also impact how shoppers engage in or move through the store. Well-designed layouts encourage exploration and subtly guide customers toward checkout while exposing them to a wider range of products. Different formats serve different purposes: 

• Grid layouts with parallel aisles are efficient and common in grocery and convenience stores. 
• Loop layouts maximize wall space and lead shoppers along a clear, circular path through the store. 
• Free-flow layouts allow for creativity, combining open spaces and varied displays that let customers explore at their own pace. 

Choosing the right floor plan can depend on the store’s products and goals, but all store layouts aim to encourage product discovery and create a more seamless shopping experience. An optimized store layout helps increase the time customers spend in the store, giving them the opportunity to consider and purchase more products.  

Technology 

Technology offers new ways to enhance the customer experience. Augmented reality (AR) and virtual reality (VR) experiences, smart mirrors, smart carts and smart shelves, environmental sensors, and automated checkout systems are all ways retailers are continuing to use in-store technology to improve the shopping experience.  

• Smart mirrors use AR to allow customers to see how clothes, accessories, and cosmetics look on them virtually before buying them. These mirrors can also allow shoppers to customize lighting and themes to their preference. Coach implemented this technology for shoppers to try on their purses in their Soho, New York store. These technologies create personalized, interactive moments that encourage discovery and confidence in buying decisions. 
• Smart carts and smart shelves can help personalize recommendations for shoppers. Smart carts use AI, cameras, and built-in scales to track what shoppers add and suggest complementary products. Smart shelves, equipped with sensors, monitor inventory levels, detect shopper interactions, and help retailers keep popular items in stock. Walmart has been using AI and smart shelves to monitor inventory levels at one of its locations in Levittown, New York, while improving both efficiency and customer experience.  
• Environmental sensors add another layer of intelligence by analyzing movement patterns and adjusting lighting or temperature for comfort and energy savings. Insights from these systems can reveal under-visited areas, prompting retailers to reposition displays and optimize store layouts. 
• Frictionless checkout technologies are also reshaping the end of the shopping journey. Mobile point-of-sale systems (mPOS) and clienteling tablets let associates process transactions anywhere in-store, while automated checkout systems, like Amazon Go’s “just walk out” model, use cameras and sensors to eliminate lines altogether. Even Chick-fil-A has applied mPOS in its drive-thrus to reduce wait times 
• Retail apps and queue management tools extend convenience to shoppers’ devices. Customers can view real-time product availability, receive personalized offers, and track wait times. Mobile alerts or digital signage can notify them when it’s their turn, reducing frustration and keeping the experience seamless. 

Together, these technologies blend the personalization of online shopping with the immediacy of brick-and-mortar, creating smarter, more engaging retail environments. 

Omnichannel Experiences 

Omnichannel experiences can also contribute to making a more seamless in-store experience for shoppers. Buy Online, Pickup In-Store (BOPIS) has been utilized by many stores to increase store traffic and also allow curbside pickup. This saves shoppers time from having to search the shelves and can ensure the product is still available when they arrive in store.  

Retailers have also been implementing more seamless return processes. Many online retailers now allow in-store returns. Amazon has partnered with brick-and-mortar retailers like Kohl’s, Staples, and Whole Foods to allow shoppers to return their products in these stores for free, encouraging shoppers to visit these partner locations while enhancing overall convenience.  

Events to Drive Consumers to the Store 

In-store events can help enhance a customer’s experience, helping to create memorable moments for customers and develop an emotional connection with the brand. These events can include raffles, exclusive sales, community events, fashion shows, and workshops/DIY classes. 

REI has many events, including in-store workshops that help their shoppers master skills related to their products, like bike repairs, navigation, and backpacking. These classes not only draw customers into the store but also increase the likelihood they will purchase the products needed for these activities from REI. Similarly, Total Wine & More offers many classes and wine tastings to help customers learn more about their products, while Michael’s provides both online and in-store DIY and demo arts & crafts sessions. 

Events like these can help drive customers into the store and foster brand loyalty for extended customer engagement.  

Looking Ahead 

As the retail landscape continues to evolve, finding ways to drive customers into stores will play a critical role in helping brands stand out in a competitive market. The store atmosphere and layout can play an important role in customer experience and retention, and combining both physical and digital elements can enhance the customer experience.  

As technology continues to evolve, it’s important that retailers stay up to date and find new ways to differentiate their brand. Our team at Clarkston can help you assess your store design and target areas for improvement. Click here to learn more.    

Contributions from Natalie Pollock