[Re]retail: why physical stores are still relevant in a digital world

Abstract

Now more than ever, the power of online shopping has allowed consumer spending to occur using a range of digital means such as cellphones, laptops and tablets, anywhere, at any time. The popularity and availability of these devices since 1999 has caused a significant shift in shopping behaviours affecting many retail sectors, including apparel, grocery, auto and home goods. Recently, the competition produced by the online retail marketplace's advancement has diminished the relevance for brick-and-mortar (B&M) retailing, with several major chains downsizing the number of physical retail operations or shutting down indefinitely. However, retailers have not entirely closed up shop because the inherent sensorial and experiential qualities of physical stores carry promise for unique and superior customer experiences over online counterparts. Recognizing this inclination, the following practicum document investigates how interior design can rejuvenate the evolving retail typology by enhancing the guest journey through the lens of experiential retail environments. In response to the experience economy, the investigation's primary lens is experiential retail environments rooted in concepts of place attachment, adaptive reuse, and interior atmospheres. Together, combined with the explorations of precedent analysis, programming, site analysis and theoretical literature review, the project proposes Origins – a fair trade (FT) marketplace that aims to sell certified FT grocery products, artisan handcraft items, clothing and experiences rooted in shopping, education and food. Ultimately, this project highlights the relevance of physical retail stores by demonstrating how retail space can provide irreplaceable guest experiences as an extension of online platforms.