Although digital commerce is booming, physical stores remain essential locations for cosmetics brands. However, consumers are demanding unique experiences. In a recent article, trends consultancy Nelly Rodi imagined how physical distribution might reinvent itself in 2025.
“The traditional customer journey is being transformed. New players are shaking up the market, and an overflow of products is inundating our lives. The boundaries between online and in-store retailing are becoming blurred. These two worlds are mutually enriching: e-commerce functionalities are influencing the physical experience, while digital is hybridizing to offer more immersive and engaging interactions,” explains the firm as a preamble.
According to the agency, two major trends stand out for brick-and-mortar stores.
Elevation
According to Nelly Rodi, the product is no longer the sinews of war. If customers come to the store, it’s for the world that manufacturers have created. “Brands are opening experiential, embodied, engaging and entertaining places in which they invite their customers to sample, sometimes literally, their identity. Rather than offering one-size-fits-all stores, many brands choose to incorporate cultural and artisanal elements into their stores, adapting the architecture, design and atmosphere to the countries in which they operate. Brands want to create deep, respectful connections with their customers.”
Simplification
On the other hand, some consumers want to get straight to the point. “To meet these expectations, brands are adapting and creating spaces that facilitate the customer journey, based on refined product expertise and carefully …
