The rise of online and mobile shopping has prompted years of introspection laced with concern from retail professionals.  The convenience, accessibility, and growing popularity of online platforms spurred speculation from inside and outside the industry that brick-and-mortar retail was a dinosaur on the glide path to, if not extinction, then irrelevance. 

Despite the pressures of COVID and the resulting increase in online commerce, brick-and-mortar has remained strong. In some ways, traditional retail spaces are experiencing a resurgence in the wake of a post-pandemic recalibration. 

Brick-and-mortar isn’t just relevant, it retains its status as the most important and influential industry segment, a fact which isn’t expected to change anytime soon. Physical stores are still expected to account for nearly ¾ of all U.S. retail sales by 2024.

Looking to the future of brick-and-mortar retail, it seems clear that the contours of an industry space that has long been shaped by in-person engagement, experiential horsepower, and community social and economic impact will continue to emphasize those attributes. With that in mind, here are some of the most noteworthy trends—and a look at how they might influence the brick-and-mortar retail landscape of tomorrow.

Selectivity and specificity 

In many respects, the future of brick-and-mortar retail is already here—or is at least already underway. While pandemic pressures eased quickly for most retailers, they did reveal the extent to which retail was somewhat overbuilt. Consequently, both retailers and commercial real estate owners and operators are becoming more selective in their locations. This is ultimately a welcome development for retail in general and a very healthy one for brick-and-mortar brands and businesses. 

Retailers also have more detailed data about who their consumers are, replacing the blunt instrument of regional demographics with the scalpel-like precision of increasingly sophisticated metrics and shopper information. As a result, they now know where they need to be (and where they don’t need to be) with greater certainty and will continue to become more intelligent in seeking new opportunities. While an “A” level center may look somewhat different to various tenants based on individual priorities regarding location, experience, and co-tenancy, this selectivity is already prompting developers to find new ways to invest in and improve their properties to become more appealing to retailers. 

Food, fun, and fitness

One of the most obvious ways that brick-and-mortar shopping has changed over time is the extent to which food and drink has evolved from an accent piece to a central feature of so many retail environments. Today, consumer priorities and preferences are evolving, and the best brick-and-mortar retail destinations are characterized by an increasingly diverse and dynamic mix of uses. That trend is likely to continue to become even more pronounced going forward. From a variety of restaurants and eateries, service retailers, and health and fitness concepts, to the ongoing influx of inspired new experience-driven entertainment options, the brick-and-mortar landscape is an increasingly colorful and engaging space. 

Innovation and inspiration

From new technologies and amenities to new experiences, leasing, merchandising, and operational best practices, innovation will continue to be a driving force in brick-and-mortar retail. Easton Town Center in Columbus, Ohio, a regional town center that first opened in 1999, continues to remain an industry standard setter nearly a quarter of a century later, in large part because of a continued and consistent commitment to innovation.

Some of that is through new technologies and amenities like an award-winning mobile app and a real-time parking availability map, or by using new digital insights to customize and enhance market-specific offerings. Market-specific knowledge is really taking off, empowering owners to craft curated tenant mixes and store managers to practice more sophisticated inventory controls.

Perhaps the single most noteworthy feature of great shopping experiences is that they are not static. Easton’s continually evolving tenant mix and updated merchandising mix reflects a philosophy that sees building a high performing tenant roster as a continuous process of growth and evolution, and an understanding that great spaces, products, experiences and concepts need to reflect, and even anticipate, the evolving preferences and priorities of consumers. One way to do that is through platforms like the Easton Shop/LAB, a dedicated space for new-to-market concepts and online brands making their first foray into physical stores. However, sometimes it’s as simple as challenging tenants to do more with less space, reworking floor plans, and continued collaborative curation to make sure tenants are putting their best foot forward and that brick-and-mortar environments feel fresh and relevant. Expect to see more retail centers embracing crossover retail concepts like Amazon Style, as well as creative new services and synergies like Easton’s own on-site tailoring shop (that offers 20 percent off tailoring for any Easton purchase).

Easton illustrates a larger industry-wide reality: the imagined conflict between brick-and-mortar and “click-and-order” has already evolved into more of a collaborative model, where retailers use cross-channel synergies to improve the customer experience, unlock new opportunities, and drive sales.

Community gathering points

Community connections and community impact—both social and economic—will also continue to be a key ingredient in the brick-and-mortar recipe for success. Consciously designed infrastructure can help, like green space, public seating, fire pits, an abundance of natural gathering places, and public art and artistry to enliven a physical environment. Events and experiences will likely become an even more prominent part of successful retail operations. Tenant- and center-sponsored interactive exhibits and experiences like markets, festivals, concerts, holiday and seasonal programming, and other special events can all help transform a place to shop into a place to be. Retailers and retail centers will also continue to strengthen community ties by becoming more involved in charitable and philanthropic community initiatives. 

Unique appeal

Distilling all of these elements down into a formula, it seems clear that what makes brick-and-mortar stores successful in today’s unique economic landscape—and what will continue to distinguish great physical retail environments in the future, is the ability to offer uniqueness: things that are difficult or impossible for consumers to get anywhere else. This includes products and brands, food and beverage choices, social and community events, convenient services, and one-of-a-kind experiences.

Retailers and retail owners and operators will continue to embrace the tech and tactics that facilitate those unique drivers—because they recognize that, as Easton’s 30+ million visitors per year show, this blueprint for the future of brick-and-mortar is not just exciting, it can be extremely rewarding.