In 2024, brick-and-mortar retail generated 81% of total sales, increasing from the previous year. This reflects a significant shift in consumer behavior towards in-person experiences. A viral fragrance brand, Dossier, faced an unexpected surge in demand during a pop-up in Manhattan. Founder Sergio Tache observed long lines of eager customers wanting to experience the products firsthand. The findings suggest that tangible interactions and sensory experiences remain essential in retail, merging online presence with physical stores for a hybrid shopping experience.
In 2024, merchants with brick-and-mortar stores generated an average of 81% of their total sales in person-up 7 percentage points from 2023, according to Shopify data.
The thrill of discovery—a scent, a texture, an unexpected conversation—can’t be digitized.
Dossier founder Sergio Tache's pop-up in Manhattan's Nolita addressed a blind spot: Demand far exceeded expectations, with a line wrapping around the block.
People waiting in line for Dossier's pop-up were there because they simply wanted to try the perfumes.
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