The phrase “retail apocalypse” once dominated industry conversation, Ethan Chernofsky, senior vice president of marketing at Placer.ai said during the EMARKETER Summit on November 1.

“We were convinced [that] the store was dying,” Chernofsky said. “It was a thing of the past, and we were going to move to this fully online environment.”

But brick-and-mortar is as relevant as ever. In-store retail is experiencing a revival as retailers integrate physical and digital strategies to deliver experiences that ecommerce can’t replicate.

Retail foot traffic is on a continuous upward trend, according to Placer.ai data. In September 2024, monthly retail visits increased by nearly 10% compared with September 2019.

The strength of brick-and-mortar stores

“The physical store... produces an experience in a better way than [what] you can get online,” Chernofsky said. Physical stores offer sensory engagement and immersive experiences where customers can touch, test, and interact with products and store associates in ways that foster deeper connections.

Moreover, in-store shopping encourages discovery. “You’re being enthralled by something… [but] that wasn’t the reason you came into the store,” Chernofsky said of the joy of browsing.

Another key advantage of in-store is the immediacy of purchase. While online shopping offers convenience, waiting for delivery remains a drawback.

One of retail’s biggest myths is that convenience is overrated, Chernofky said. Once convenience reaches a “good enough” threshold, it stops being a primary factor.

Harmonizing physical and digital channels for success

The most forward-thinking retailers are successfully merging physical and digital elements to enhance the shopping experience. “The smartest retailers are... [asking themselves], ‘What can I do within the four walls of my location to maximize those unique benefits?’” Chernofsky said.

Knowledgeable in-store product experts, interactive displays, and exclusive events like brand activations and pop-ups create memorable experiences, while digital tools such as buy online, pickup in-store streamline the purchasing process.

Retailers have also found growth opportunities through adjacent partnerships like Starbucks’ placement inside Target, and chain grocers opening wellness clinics. Kroger supermarkets with in-store clinics, for example, saw 43% more foot traffic in H1 2024 versus those without, Placer.ai research found.

These types of integrations create a retail environment that drives more transactions, creates a better experience for the customer experience, and creates lasting lifetime value and loyalty.

Watch the full EMARKETER Summit session with Placer.ai.

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