The digital shopping experience has improved a lot over the years, providing convenience and personalization that shoppers appreciate. But even the most sophisticated online tools can’t replace the human connection, the “feel” of in-store shopping, particularly in specialty retail. Stores remain essential for product discovery, new launches, and services that strengthen customer loyalty.
Physical locations also continue to drive most of the retail revenue. EY Global research found that in 2025, more than three quarters of retail spending still happens offline. Shoppers want to touch, test, and experience products before they buy. A recent study showed that 52% of customers prefer to shop in person so they can try on clothing or evaluate products first-hand.
To stay relevant, retailers have to emphasize the experiences that digital channels can’t provide. Jon Picoult, founder and principal of Watermark Consulting, suggests focusing on sensory and interactive moments: a bookstore that encourages relaxed browsing, a fashion store where customers can feel fabric quality, or an electronics shop where knowledgeable staff can demo the products, all create memorable engagement that keeps people coming back.
Human expertise remains a powerful differentiator. Nearly half of beauty shoppers sought advice from store associates in the past year, and seven in ten said those employees were very knowledgeable. This type of personal connection builds trust and satisfaction in ways that algorithms cannot match (and dodgy online reviews don’t compare to an experienced salesperson).
A recent analysis by Chatmeter of half a million online reviews revealed that most feedback focuses on simple factors such as checkout speed and product availability. As Picoult noted, shoppers may admire a store’s digital displays or augmented reality tools, but if service is slow, stock is missing, or no one is available to help, they are unlikely to return. In the end, shoppers want technology to enhance the human experience, not replace it.
