Retail trends highlight importance of atmosphere and experience

A consumer survey by the wholesale marketplace Faire indicates that physical storefronts serve as a significant driver for multichannel retail strategies. In Germany, 64 percent of consumers report spending more money in stores that invest in an inviting atmosphere, with an average increase of 62.30 euros per visit. Furthermore, 83 percent of shoppers stay longer and browse more intensively when they perceive a positive store atmosphere.

Physical locations also act as marketing channels. For Gen Z, 64 percent have shared positive shopping experiences on social media, extending the brand's digital reach. Conversely, poor storefront presentation can deter customers, with 75 percent of all respondents and 90 percent of Gen Z having avoided a store due to uninviting facades or windows.

In the digital sphere, e-commerce is shifting toward experience-based models to capture consumer attention. Formats such as live shopping, social commerce, and specialized shopping events are gaining importance by combining entertainment with the purchasing process. Live shopping, in particular, allows creators to demonstrate products in real-time and interact directly with communities, fostering trust and emotional engagement.