Remember when retailers feared the rise of online shopping?

Instead of standing on the beach and hoping the tide won’t come in, multi-national titans like Walmart and Target are embracing it, and adjusting their stores to be social media-friendly shopping destinations.

Traditional at-scale retail is getting a remarkable makeover as the boundaries between commerce and social continue to blur together.


The Rise of the Social Showroom

Nike’s House of Innovation stores 1 perfectly capture this transformation.

Digitally-powered retail spaces blend physical products with mobile app integration, allowing customers to scan products, read reviews, and check availability in the blink of an eye.

In a similar spirit, Sephora’s augmented reality mirrors 2 let shoppers virtually try on makeup and share their looks on social – a brilliant fusion of physical testing and digital sharing that drives views, attention and brand awareness.

From Warehouse to Content Studio

Ulta Beauty’s GLAMlab 3 takes the traditional beauty counter into the social media age. Their stores now feature dedicated spaces with professional lighting and backdrops where customers can create content while trying products.

Walmart is in on the action too, having partnered with TikTok 4 to create shoppable livestream events that bridge their physical and digital presence.

The Backend Revolution

Target’s store-as-hub strategy 5 has revolutionized how retailers think about physical space. By transforming their stores into fulfillment centres, they’ve cut delivery times while maintaining the traditional shopping experience.

Nordstrom’s market strategy 6 combines full-line stores with smaller service hubs, creating a network that serves both traditional shoppers and digital-first customers.

So what’s next?

Let’s be honest – whether you’re looking at it though the lens of marketing, inventory, or the way a store is physically built, shopping isn’t just about buying anymore. It’s about experiencing, sharing, and connecting.

Retailers like Lululemon 7 are creating community spaces where customers can take fitness classes, work on laptops, and shop – all while sharing their experiences on social media.

The future of retail isn’t about choosing between online and offline – it’s about bringing the best of both worlds together. Something brands should keep in mind when renovating the locations or building new ones.

Sources

  1. Nike House of Innovation – https://news.nike.com/news/nike-nyc-house-of-innovation-000
  2. Sephora Virtual Artist – Sephora Virtual Artist: Try On Makeup Instantly | Sephora Singapore
  3. Ulta Beauty GLAMlab – Ulta Beauty’s GlamLab Virtual Try-on Surges During Coronavirus
  4. Walmart TikTok Partnership – How we’re bringing the power of Walmart Connect to TikTok
  5. Target’s Store Strategy – On Target: Inside our Stores-as-Hubs Strategy
  6. Nordstrom Local – Nordstrom’s Strategy for Success, 6 Key Elements
  7. Lululemon Store Experience – Strategic Sales | lululemon Canada