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Hyper Physical Retail: How Sensory Shopping Reignites Physical Stores
11 Jul 2025
How can physical retail spaces counterbalance the digital sensory overload? Trend psychologist Herman Konings explains in this interview why it is particularly Generation Z that’s turning back to analogue shopping experiences – and how retailers can respond with Hyper Physical Retail: less visible tech, more sensory immersion, and true relevance.
“Ditch the screens – we don’t need to go back to basics, but forward.”
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Key insights
Generation Z craves offline spaces
Contrary to popular belief, Gen Z is more tech-weary than Millennials. Overwhelmed by constant screen exposure, they increasingly seek out physical, social shopping environments. This offers a clear opportunity for in-store retail to reclaim relevance.
Technology should serve – not dominate
Konings doesn’t oppose technology, but advocates for its subtle and meaningful integration: AI, payment systems and data analytics should enhance the shopping experience – without taking centre stage. Visible screens, he warns, often create distraction rather than delight.
Human trends trump consumer trends
For Konings, reacting only to consumer trends isn't enough. The deeper drivers are human trends – needs for connection, meaning, safety and surprise. Retail spaces that reflect these needs are more likely to remain relevant in the long term.
Three practical tips for retailers
Less tech, more sensory experience Engage all five senses – with natural materials, scent zones, soundscapes, and tactile surfaces. Consciously reduce visible screens and craft an experience that touches, rather than overwhelms.
Think community, not just customers Turn your shop into a meeting place. Host workshops, create repair corners or simply offer comfortable spaces to linger. This resonates especially with younger shoppers – no expensive tech show required.
Create moments that last Make deliberate use of elements that spark “awe” – such as nature, humour, visual art or collective experiences. Even simple touches like plants, locally crafted design pieces or spontaneous micro-events can create emotional depth.
Nine ways to create awe at the point of sale
According to Herman Konings, these nine factors reliably spark wonder in-store – and can be integrated easily into retail spaces.
Factor
Practical ideas for your store
Nature
Living / green walls, natural textures & finishes
Humour
Playful details – like talking shelf labels
Big ideas
Visibly showcase your store’s purpose
Spirituality
Calming zones with curated scents & sounds
Doing good
In-store repair corners or charitable activities
Collective excitement
Live events, product launches, public screenings
Visual art & design
Collaborations with local creatives
Epiphanies (serendipity)
Surprise assortments, mystery boxes
Music & sound
Curated playlists by time of day & store zone
Want more insights for the consumer goods industry?
Explore our dedicated pages on retail trends and consumer goods marketing to learn how to turn customer expectations into compelling retail experiences – and discover the forces shaping tomorrow’s commerce.
Herman Konings
Trend and futures researcher
Herman Konings is a Belgian trend and futures researcher who holds a PhD in consumer psychology. Based in Antwerp, he founded the insights agency Pocket Marketing/nXt and has advised brands and retailers across Europe for more than 25 years on socio-cultural change and retail innovation. His motto: “Technology should serve – not dominate.”
