According to McKinsey, over 75% of consumers have tried new shopping behaviors during the pandemic—and most intend to continue. Meanwhile, a study reveals that digitally influenced in-store sales now account for over $2 trillion annually. In response, retailers are accelerating investments in next-gen store technologies, with global spending on immersive retail tech expected to reach $508 billion by 2030. The message is clear: customer expectations have changed, and the store must evolve too.
To stay relevant in today’s rapidly changing retail landscape, forward-thinking brands are transforming brick-and-mortar stores into immersive, technology-enhanced destinations that create memorable customer journeys. The retail stores of tomorrow are becoming phygital experience hubs where digital innovations blend seamlessly with human-centric design.
What do we mean by key next-gen store experiences?
Hyper personalization, immersive technologies, omnichannel integration, and frictionless transactions define next-gen store experiences, each elevating the retail journey from transactional to experiential.
How are the next-gen store experiences impacting the phases of the customer journey?
Next-generation store experiences are revolutionizing retail by reshaping every phase of the customer journey, i.e., from product discovery through to post-purchase engagement.
1. Product awareness and discovery – Traditional experiences involved watching passive advertisements on media and other physical formats inside or outside stores, “window-shopping”, and word of mouth. Some of the possible next-gen store experiences include:
- Virtual storefronts – AR-powered interactive advertisements on social media platforms that drive next-gen customers to stores
- Personalized offers – Customers receive personalized offers when they are near geofenced stores
- AI-Powered Recommendations – Predictive algorithms suggest products before customers initiate a search
2. Considerations – Traditionally, customers read product reviews, compared prices across brands or retailers, and got a feel for the product in-store. Some possible next-gen store experiences include –
- 3D product preview – Through an AR app, customers can see how products fit or look in their homes, try alternatives quickly, and make decisions faster.
- AR/VR product visualization – Availability of virtual “try-ons” for apparel, shoes, jewelry, cosmetics, etc., in digital platforms and in-store kiosks.
- In-store navigation – AR-powered guidance that helps customers locate products and explore alternatives
- Interactive display – Customers scan product labels with their smartphones to see detailed descriptions, available promotions, and product reviews
3. Purchase/Checkout – Traditionally, customers stood in line to make cash or card payments at the register. Next-gen stores are adopting the following features to ensure a frictionless checkout experience:
- Scan and Go – Customers pay using their mobile app without queuing at the register
- Autonomous Stores – Auto-detection of purchases for walk-out payments, resulting in the elimination of checkout friction
- Biometric Payments – Speeds up transactions for loyalty members.
4. Post-purchase engagement – Traditional experiences included paper receipts and email/text surveys. Forward-thinking brands are adopting the following features to maintain a strong customer relationship and repeat business:
- AI-powered customer service – Chatbot and virtual agent-driven predictive support for installation or setup of purchased products
- Auto-reorder – IoT-powered triggers for auto-replenishment of smart products and required accessories
- Seamless omnichannel follow-ups – Post-purchase emails/texts with personalized offers, complementary products, etc.
5. Loyalty and advocacy – Traditionally, brands requested reviews post-purchase. Today, forward-thinking retailers are adopting strategies that turn one-time buyers into loyal brand advocates:
- AR-powered post-purchase experience – Encouraging customers to share virtual try-ons and unboxing experiences after the purchase
- Collection of user-generated content – Customers are invited to submit reviews, social media posts, testimonials, or videos, helping build brand trust
- Gamification and loyalty rewards – Incentivizing customers through gamified reward programs that boost engagement and retention
Why next-gen store experience matters to Retailers?
Next-gen stores transform shopping into an experience. Retailers who embed next-gen experiences at their core will realize tangible benefits—ranging from increased footfall and higher conversion rates to AI-powered operational optimization that drives better margins. These innovations not only enhance customer journeys in real time but also build stronger customer loyalty, enable future-ready growth, and elevate brand positioning in a highly competitive market.
What are the implementation considerations?
The scale of implementing next-gen store experience varies from retailer to retailer. Often, even the most committed retailers encounter challenges such as high implementation costs and technology adoption barriers. Partnering with the right technology partner can help ensure:
- Alignment of customer expectations with the brand’s identity, leading to more consistent customer journeys
- Phased execution to achieve quick wins while setting the stage for long-term transformation
- Access to proven best practices and deep experience to accelerate the adoption of technologies that directly improve customer journeys
- Deployment and management of robust IT infrastructure that can support new and evolving technologies
Conclusion
Retail is no longer just about transactions—it’s about creating immersive, intelligent, and integrated experiences that elevate every moment of the customer journey. For retailers looking to lead this evolution, success lies in combining vision with execution. At HTC, we help reimagine customer journeys by bringing next-gen store experiences to life—through cutting-edge technologies, intelligent platforms, and a co-creation approach tailored to your business goals. From strategy to scale, we make the store of the future a reality—today.
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#NextGenRetail
#NextGenStores
#CustomerJourney
#PhygitalExperience
#RetailTransformation
#AIPoweredRetail
#ARinRetail
#SmartStores
#FrictionlessCheckout
#RetailCX
#CustomerEngagement
#FutureOfRetail