The physical store is making a spectacular comeback on the retail scene in 2025, despite the continued growth of e-commerce. Far from pitting store and online store against each other, players are now betting on a fusion between the two universes: omnichannel is becoming the norm for a seamless shopping experience, where digitalization enriches local commerce rather than eviscerating it .
Why the physical store is once again central
- 84% of French people prefer to shop in-store in 2025, motivated by the search for experience, human contact and the opportunity to see, touch and test products.
- The store becomes an essential point of contact in the customer journey, multiplying its roles: fitting, advice, order collection (click & collect), simplified returns or access to exclusive offers and services.
Trends: omnichannel and phygital in the spotlight
- Enhanced omnichannel experience: retailers create fluid bridges between physical and digital channels: click & collect, online booking, express home delivery from in-store stock, live shopping transmitted from stores...
- The "phygital" trend is taking hold: technology and digitalization are invading the point of sale: interactive kiosks, augmented reality fittings, connected booths, contactless or automatic payments, virtual assistants, geolocated notifications... everything is designed to make the customer experience more fluid, personalize the offer and strengthen loyalty.
- Loyalty programs and "drive-to-store" services stimulate engagement, as do exclusive products, capsule collections that create rarity, and customized rentals and subscriptions.
Best practices and concrete use cases
- Click & collect: more than a third of consumers have adopted this method, attracted by the time-saving and flexibility it offers; it also encourages customers to visit stores and often to make additional purchases.
- Interactive kiosks and augmented reality: enabling customers to obtain product information instantly, consult stock or even try on clothes, glasses or cosmetics virtually, reenchants the customer experience.
- Seamless omnichannel payment: the rise of self-checkouts, mobile payment and digital ticketing is making checkouts smoother, reducing waiting times and improving the overall experience.
- DOOH (Digital Out Of Home) and digital audio: these media boost local communication in and around the point of sale, to attract, inform and retain customers in real time.
Consumer expectations in 2025
- Personalization and tailor-made relationships: thanks to data analysis, AI and digital assistants, customers expect relevant recommendations, services and benefits throughout their journey, whatever the entry point (store, mobile, website...).
- Transparency and eco-responsibility: the origin of products, their environmental impact and the choice of short distribution channels are becoming major decision-making criteria. Stores are investing in eco-responsibility and education to promote more sustainable trade.
What you need to remember for your retail strategy in 2025
- Capitalize on channel complementarity: break down the boundaries between web and store to offer a frictionless omnichannel journey.
- Multiply physical contact points: reimagine the store as an experiential hub, a local logistics center or an exclusive presentation venue.
- Invest in phygital: digital and interactive services are levers for generating traffic, building loyalty and increasing the average shopping basket.
The physical store, far from being obsolete, is becoming the cornerstone of a rethought omnichannel customer experience, immersive and resolutely focused on the new expectations of consumers .
Optimize your omnichannel presence today with Synergee - and unlock the true potential of your physical networks!