Why retailers design stores that customers want to stay in
For some large retail chains, the time has come to enter a new era.
While the convenience of e-commerce prevails in terms of speed, brick-and-mortar retail wins the battle of the customer experience, since today the most successful stores are not the fastest or those with the highest transaction volumes, but rather those where customers choose to stay.
The time spent in a store has long been associated with conversion in terms of sales, but now its role extends to measuring emotional connection, brand recall, and sensory satisfaction. In fact, when customers stay longer, they explore more, engage more deeply, and, most importantly, want to return.
Retailers recognize that people don't just want "things"—yes, sometimes people go to a store to buy something specific and leave right away—but often shoppers take advantage of the opportunity to spend the day and seek out environments that provide them with emotions.
It is this emotional resonance that determines the amount of time spent in the store, but what tools and tactics can we use to create that feeling?
- Materiality and atmosphere: natural finishes, warm lighting, and soft acoustics give the impression that the spaces have been carefully designed, rather than built for commercial purposes.
- Breaks: moments to sit down and breathe or take a stroll through the store, encouraging customers to wander leisurely and admire the carefully arranged displays.
- Sensory balance: aromas (even outside the store), touch, quiet areas, and visual clarity can help counteract digital overload.
- Telling a story through space: brands that express their identity through materials, layout, and product presentation create environments that feel meaningful rather than generic.
- Influence of the hospitality industry: from attentive service to comfortable spaces to relax in, the retail sector draws much of its inspiration from the hospitality industry.
Of course, the showroom is not only a challenge in terms of design, but also in terms of delivery, and commercial designs must meet higher standards in terms of finish, durability, and consistency to ensure that the environment remains welcoming long after opening day.
Every detail contributes to the emotional atmosphere of the store, so spaces that provide a sense of well-being are ideal candidates for integration into shoppers' daily habits and weekend rituals. So much so that it could be said that time spent in the store is no longer about retaining customers, but about earning a place in their lives.
This topic is addressed in our latest guide, written in collaboration with IA, entitled "Designing for Dwell(being): Why time, trust, and tangibility define the next era of interiors."
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