The Retail Disconnect
Over the past few weeks, I’ve visited various stores across different cities and noticed a growing disconnect between online and in-store experiences.
Looking back to the early 2010s, the rise of e-commerce reshaped retail, pushing brands to focus on online shopping. Many declared traditional retail “dead,” and companies worked hard to create seamless digital experiences. Today, brands are heavily invested in media, gaming, and virtual realities, amplifying product desirability. However, post-COVID, retail experienced a “rebirth.” The irony is that these same brands are now trying to lure customers back into physical stores after pushing them online.
On a recent trip to London, we visited several beauty and skincare stores—products I find particularly interesting because of their personal nature. In-store experiences, though, felt scripted, like an extension of the online journey, lacking the personal engagement that makes shopping in person unique. Staff followed protocols, focusing more on product specs than on fostering genuine interactions. It made me wonder: Are we saying it’s “hard to find good people” because we’re treating employees like robots, filling them with information but not empowering their personalities in these spaces?
One of my principles is: “Great customer experiences start with great employee experiences.” And with so much online engagement involving AI bots, brands seem to forget that the human touch is what should set in-store experiences apart. This isn’t just about replicating the digital world in physical spaces—it’s about realizing that creativity, engagement, and innovation are missing when brands don’t prioritize human-to-human connection.
The good news? Some brands have found the balance, emphasizing human connection in a way that bridges the gap between the digital and physical worlds.
jonasschwaer.com