How URL to IRL Strategies Are Redefining the Future of Retail
Over the past decade, consumer shopping habits have shifted significantly towards online purchasing, leading to widespread declarations of "the high street is dead" in the early 2020s.
Retailers that have failed to innovate are facing widespread store closures, while former pureplay brands are aggressively expanding their physical presence, reshaping the high street landscape.
This shift raises an important question: how can traditional retailers adapt their strategies and learn from digitally-native brands who have customer engagement and brand loyalty at the heart of their retail expansion?
On March 4th, we brought together ‘URL to IRL’ retailers to explore exactly how brands can create in-store experiences that customers genuinely want to return to. Below, we’ve rounded up the top insights from these industry leaders, highlighting the strategies, innovations, and shifts shaping the future of in-store retail.
The Store is No Longer Just a Store
In the minds of customers, it’s clear that in-store shopping is no longer purely focused on convenience, those looking for speed and efficiency when it comes to making a purchase, are more likely to opt for online shopping instead. Therefore, in order to draw individuals into physical stores, retailers must offer experiences that transcend simple transactions, providing added value and engagement.
Batch LDN opened their first flagship store in Covent Garden in November 2024. They have transformed their made-to-order suit shop into an immersive retail experience. The store isn’t just about fittings, it’s about community:
- A hi-fi café serving specialty coffee
- ‘Fit and Trim’ Fridays, where customers get a haircut alongside their suit fitting
- A living space for people to chat, connect, and stay longer
“Our store is a community hub, it’s an experience for our customers, not just a store” - Sam Matanle (BATCH)
This shift isn’t exclusive to independent brands. Earlier this year, Benefit Cosmetics launched a pink basketball court pop-up where visitors could shoot hoops, bounce on trampolines, and get personalised mascara fittings by professionals.
These innovations are prime examples of how brands are transforming traditional retail spaces into engaging customer experiences. The future of retail looks like stores designed to immerse, engage, and make the customer experience feel special.
The Evolution of the “Store Manager” role
In addition to the store experience, many retailers are placing greater emphasis on the importance of the store manager role. In traditional brick and mortar retail, the store manager role focuses primarily on operational tasks like staff scheduling, inventory oversight, and maintaining store standards.
However, this role has evolved. Today the best Store Managers aren’t just managing stores and the people within them, they’re leading customer engagement.
The role of the store managers has become:
- Brand Ambassadors: Store managers are the brand, shaping customer perception from the moment someone walks in.
- Experience Creators: The best store teams build connections, driving loyalty and return visits.
- Omnichannel Experts: Today’s customers expect online and in-store to be seamlessly connected, store managers must bridge that gap.
All the retailers agreed that “The best store managers are those who genuinely believe in the brand and are able to build trust with the customers.”
Is Human Connection a Retail Superpower?
While "digital innovation" remains a buzzword in retail head offices, one simple truth remains: we sell to humans. The key word here is 'humans'; historically we know that people buy from people they trust. In fact, 92% of consumers trust referrals from people they know. If customers don’t feel connected to your brand, even the slickest digital experience won’t matter.
At our event, we heard real examples of how brands are creating human-first experiences beyond any digital innovation:
- Saint + Sofia offers a glass of champagne on Thursdays to elevate the shopping experience.
- Manière De Voir gives loyal customers access to private styling sessions, making them feel valued.
It’s the small touches that build trust, encourage purchases, and keep customers coming back. The question every retailer should be asking is: “how can we make our store feel more personal?”
Using Data to Drive Shopper Action
Retailers have customer data, but many aren’t using it to its full potential.
Understanding what customers want from each store is key to unlocking stronger engagement, personalisation, and loyalty. In today’s retail landscape, knowing your customer isn’t just about face-to-face interactions, it’s about leveraging data to bring those connections to life. By analysing customer purchase patterns, retailers can:
- Deliver personalised recommendations in-store
- Optimise inventory to match demand
- Enhance real-time service, from tailored promotions to dynamic store experiences
But data is only as powerful as the tools that collect it.
The Takeaway? Stop thinking about Online vs. Offline, your customers aren't. It’s just retail.
Retail isn’t about choosing between online and in-store, it’s about making them work seamlessly together.The future belongs to brands that prioritise human connection, data-driven insights, and immersive retail experiences.
To us at Slip, we recognise that this is easier when retailers are equipped with new levels of customer data. By connecting purchases to a shopper’s profile, retailers can:
- Use CRM data to drive personalisation and loyalty
- Encourage repeat visits with tailored promotions
- Turn every purchase into a data-driven touchpoint
Tools like Slip turn receipts into a seamless part of the customer journey, not just a proof of purchase.
The question isn’t whether online or offline will win - the real question is, how are you making them work together? Because the brands that do will be the ones customers return to, time and time again.
