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How can brick-and-mortar retailers captivate customers despite growing online competition? For Susanne Dierl from ibi research, the answer is clear: create experiences, evoke emotions, think digital. In the funded project "Successful Retailing," she supports retailers in combining their strengths on-site with digital opportunities – to boost visibility, foster closer connections, and add more value in-store.
"Brick-and-mortar retail scores with personal advice, interaction, and an experience that simply isn’t possible online."
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Key insights
Social media data provides valuable audience insights Data from social networks reveal what drives customers — for example, which products are in demand, which content resonates, or how preferences evolve. These insights help to support decisions with data.
In-store experiences create differentiation potential
Whether it’s scent samples, tactile tests, or interactive displays, sensory and emotional shopping experiences are hard to replicate online — in-store, they become a decisive unique selling point (USP).
Immersive technologies are no longer just future talk
3D visualisation, app-based consultations, or QR codes — these formats are now practical and significantly more affordable than just a few years ago. This opens up new opportunities for businesses of all sizes.
Sales happen across multiple channels
Customers naturally switch between online and offline today. The boundaries are blurring — those who think across both worlds create seamlessness and boost purchase intent.
Three practical tips
What concrete steps can retailers take now to stay relevant on-site? These three tips provide clear starting points:
Think strategically: Who are my customers really? Understanding your target audience is the foundation of any experiential strategy. Gut feeling isn’t enough — existing data (e.g. from social media) helps make informed decisions.
Smartly integrate online and offline offerings In-store promotions should be extended digitally — and vice versa. Discounts, advice, and service must be considered across channels.
Actively involve your team Employees are key to delivering a great customer experience. Targeted training, motivation, and including their ideas noticeably boost authenticity and service quality.
Looking for more inspiration on how brick-and-mortar retail can captivate customers through experiences, personal advice, and digital tools? Then take a look at our dedicated page on consumer goods marketing.
Susanne Dierl
Senior Consultant
Susanne Dierl is a Senior Consultant at ibi research at the University of Regensburg GmbH. Her focus is on digital transformation in retail — from e-commerce and social media to experiential formats at the point of sale.
