In today’s digital age, ecommerce may be thriving, but brick-and-mortar retail remains a crucial touchpoint for brands to connect with customers. Companies like Netflix and Wayfair are leading the way in proving that physical stores are more than just places for transactions — they are powerful brand ambassadors that shape perception and loyalty.
The challenge for brands is clear: How can they create in-person experiences that not only draw people in but also build lasting connections? The answer lies in providing an immersive, customer-centric experience that deepens emotional engagement in a way that online interactions simply cannot replicate.
Netflix, known for its digital-first model, is set to open physical stores by 2025. This move may seem surprising, but Netflix is not opening stores just to sell more subscriptions. Instead, the company is transforming these spaces into interactive brand experiences. Imagine stepping into a store where you can immerse yourself in the world of Stranger Things or experience the glamour of Bridgerton. These spaces are designed to evoke emotional connections and drive engagement, creating an experience that resonates with customers long after they leave.
Warby Parker, originally a digital-first company, has also embraced the experiential aspect of physical stores. With dozens of locations, Warby Parker combines the convenience of ecommerce with in-store expertise, allowing customers to try on frames in person while also enjoying digital features like virtual try-ons. These stores serve as more than just places to buy glasses — they are extensions of the brand experience, embodying Warby Parker’s customer-first ethos.
Similarly, Wayfair has expanded its physical retail footprint to enhance customer engagement and brand presence. The company recently opened its first large-format store in Wilmette, Illinois, offering a wide selection of home furnishings, decor, and housewares. The store also features an on-site restaurant, providing customers with a holistic shopping experience.
When it comes to measuring success in physical stores, brands must move beyond revenue-focused KPIs. Instead, they should consider engagement metrics like foot traffic, social media sharing, and repeat visits. Apple’s retail stores serve as prime examples of how brick-and-mortar locations can drive brand awareness, loyalty, and advocacy while also focusing on product sales. By offering hands-on product interaction, personalized service, and community-building events, Apple seamlessly blends sales with brand engagement.
Amazon, on the other hand, has taken a more evolving approach to physical retail. While the company has experimented with various brick-and-mortar concepts, it has scaled back some initiatives, emphasizing the need for unique value beyond convenience alone. Amazon’s success with Whole Foods and Amazon Fresh shows that physical stores can thrive when they complement the online shopping experience.
In the future of retail, customer-centricity will be paramount. Brands that prioritize the customer experience in physical stores will thrive. Everlane, initially hesitant to open brick-and-mortar locations, eventually caved to customer demand and saw significant success with their physical stores. The brands that succeed will be those that understand the true role of brick-and-mortar as brand ambassadors and customer experience hubs.
For marketing leaders, this shift represents a new frontier — an opportunity to rethink the purpose of physical spaces and unlock new ways to connect with customers. The question is no longer whether to open a store but how to make that store a true extension of the brand and a driver of customer loyalty.
As retail continues to evolve, brands must refine their KPIs, focus on customer-centric strategies, and prioritize the in-store experience to build lasting relationships and loyalty that online channels cannot replicate. By embracing the power of physical stores as brand ambassadors, companies can create meaningful connections with customers and drive long-term success in an increasingly digital world.