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How retailers can stay visibly relevant in physical retail
22 May 2026
Retail expert Daniel Schnödt explains why customer proximity, visibility and clear store concepts are now essential for successful physical retail – and how retailers can create greater relevance and a better customer experience through practical, easy-to-implement measures.
Reading time: 3 minutes
“The key question is: How can I become visibly relevant to the customer?”
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Key insights
Relevance starts from the customer’s perspective
Physical retail only remains relevant when retailers understand customer needs and respond to them in visible and meaningful ways.
Customer experience is becoming a competitive advantage
Shopping experiences, orientation and atmosphere are becoming increasingly important in helping physical stores stand out from online retail.
Digitalisation starts with visibility
For many retailers, the biggest opportunity lies not in complex technology, but in clear communication, social media and customer proximity.
Clear store structures improve the shopping experience
Logical product layouts and intentionally designed customer journeys create better orientation and encourage customers to spend more time in-store.
Why relevance in physical retail needs to be rethought
Physical retail is under increasing pressure: rising customer expectations, digital competition and changing consumer behaviour require new strategies. For Daniel Schnödt, successful retail transformation always begins with one central question: What is truly relevant to customers?
Today, relevance is no longer defined solely by products or pricing, but by orientation, experience quality and visible expertise. In the age of e-commerce and social commerce, physical stores are increasingly becoming experience-driven spaces.
Digitalisation in retail starts with customer proximity
Many retailers associate digitalisation with complex technologies or major investments. Daniel Schnödt sees it differently: visibility and communication with customers should come first.
He identifies three key areas of digitalisation:
customer experience and customer interaction
product assortment and offer design
value chain and sourcing processes
Small and medium-sized retailers in particular should focus on the areas where customer impact is greatest: communication and visibility. Explore more developments and strategies around retail digitalisation here.
Why storytelling matters more than ever for retailers
Another key topic in the interview is the role of social media in physical retail.
Daniel Schnödt recommends:
not trying to be active on every platform at once
focusing on one relevant channel
developing a clear story
and communicating it consistently
The focus is less on polished production and more on authenticity, recognisability and a credible narrative.
How retailers can rethink their sales floor
One of the most practical takeaways from the interview focuses on store layout and merchandising. Daniel Schnödt recommends regularly rethinking the entire store environment:
reassessing product assortments
analysing customer journeys
simplifying orientation
structuring retail space more logically
His pragmatic advice: “Clear out the store and reorganise it.”
Because clear structures not only improve orientation, but also enhance the overall shopping experience and in-store experience.
Three practical tips for retailers
Gather customer feedback regularly Retailers who better understand customer expectations can adapt their offer and communication more effectively.
Focus on visibility before perfection Authentic content and clear communication are often more effective than highly polished production.
Structure retail spaces intentionally Clear orientation and logical customer journeys improve the in-store shopping experience.
Through clear product structures, improved orientation and carefully planned customer journeys.
Daniel Schnödt
Business Consultant, Coach & Retail Expert
Daniel Schnödt is a business consultant, coach and retail expert. For almost 30 years, he has advised companies on strategy, transformation and customer-centric retail concepts. Through “Trendforum Retail”, he organises events, podcasts and webinars focused on current developments and trends in retail.
