It’s that ring-ding-a-ling season when cash registers are ringing, and online sales are cha-charging, and let’s be real, some retail stores are still sleeping at the wheel when it comes to consumers.
The customer journey has gone from “Come see us again soon” to a full-blown relationship status of “It’s complicated” because your brand has to basically be so involved in your mix that y’all should have jumped the broom from “Hi [First Name]” in an email to “Let get matching tattoos” in a live social shopping engagement.
Successful brands have adopted a full-blown digital makeover, and if you’re a retailer, it’s time to rethink your relationship with your customer.
Drive through any major city today, and you’ll see vacant storefronts, leading you to believe that brick-and-mortar retail is on the way out. But I’m here to tell you that everybody loves a comeback, and the reimagination of retail is on the uptick. How Sway? By ending the beef with your digital Opps.
It’s as easy as creating a BOPIS (buy online, pick up in-store) presence or QR codes that don’t make you feel like you’re playing a scavenger hunt with a flip phone. Retailers who F’d-around and ignored the minimum integration with technology have discovered more than coal in their stockings this season- try a “We’re closed” sign permanently on their door. I’m just truth-telling.
A Better User Experience Is The Jam
A few companies smashing the mold, turning virtual interactions into seamless extensions of their physical stores, are IKEA, Warby Parker, and L’Oréal. They’re using smart tech, the same kind running our homes (and our lives, FrFr).
The line between “click to buy” and “pick it up” is blurrier than ever—85% of consumers now expect retailers to offer a frictionless omnichannel experience. And the cherry on top? It’s making grocery shopping even easier. Just scan a QR code on a shelf-talker and walk away with a fresh recipe idea and everything you need to make it. Now, that’s how you keep customers running back for more.
An even better example of an updated in-store shopping experience is Foot Locker, which has turned its stores into sneaker wonderlands. Fun fact: 93% of shoppers make decisions with their eyeballs. So, they’re leading with their MVP: the women’s section.
Chief Commercial Officer Frank Bracken made it clear: “Ladies first (and kids).” Women’s and children’s sneakers are stepping out of the shadows and into the spotlight with trend-driven storytelling—think colorways, silhouettes, and platform soles. All eyes are definitely on checking the technique.
Ready for Prime Time
Live Social Shopping is here. It’s like QVC got a Gen Z makeover and started hanging out on TikTok. Brands and Influencers are selling in real-time, and consumers are all-in. If you’re wondering about the next big direct-to-consumer trend – this is it. Influencers are going mainstream (see what I did there?). Brands are bringing their social media buzz in-house.
It’s instant gratification gone wild, minus the awkward “Are you still watching?” Netflix guilt. It’s all about seamlessly integrating interactive content into videos so you can shop without smashing the pause button.
Winning the Game: Where to Start
The rules of engagement have changed, but thriving brands are rewriting them to win. Here’s how you can make the next big move.
1. Go Live Partner with influencers or create in-house content teams to test shoppable livestreams and turn engagement into conversions.
2. Optimize Your Omnichannel Experience Walk through your customer journey. Is it seamless? From mobile to in-store, identify pain points and invest in technology that makes shopping as smooth as a swipe.
3. Think Out of the Box Transform physical stores into community hubs with immersive experiences—pop-up events, AR try-ons, or interactive product displays. Show your customers why they can’t replicate your vibe online.
4. Get Real Personal Craft highly customized experiences, from tailored product recommendations to loyalty rewards that feel one-of-a-kind. Customers don’t just want options—they want a brand that gets them.
The bottom line? The time to innovate isn’t tomorrow—it’s now. So, map your strategy, experiment boldly, and turn today’s trends into tomorrow’s wins. This season, give your brand the ultimate gift: a strategy that powers growth into 2025 and beyond. Ready, set, innovate.
REELated:
Hailing from Chicago’s South Side, Pardé Bridgett is an award-winning ad writer, culture curator, and creative strategist.
