Every other day, you hear people saying retail is going down due to online sales. But let's be clear—the business itself isn't the problem. It's the brands running them. If stores are shutting shop, it's not just because of online. They've lost their soul—that human connection that made shopping more than just a transaction.
See, good retail isn't just about selling stuff; it's about creating moments of discovery and connection. But walk into many big brand stores today, and you see an industry that's forgotten its purpose.
Where Did That Human Touch Go?
There was a time when retail stores or malls were more than just shopping spots. People from all walks of life met there. An office guy, a college student, and a homemaker—everyone got the same service. Shopping was social & therapeutic, a chance to connect beyond your usual circle and cure.
Whether you were a student on a budget or a CEO on a spree, you were greeted, assisted, and sometimes even convinced to buy something you didn’t need—but absolutely had to have. But today?
That connection is gone. The other day, I visited a well-known department store. Looked around for assistance.
The sales staff? And this has not happened to me just this once.
Had someone simply engaged, I might have walked out with more than I planned. Easy sale, right? But instead, it was a silent, uninspired transaction. Felt totally invisible. You feel it too, right? Only at the cash counter did someone say hello. I just paid and left. Even there, no one asked if I needed anything else or if I got help.
This isn't a one-off thing. It's a pattern with most retailers—no greeting, no connection, just indifference. This is where retailers are missing out. This isn't about the economy or online competition—those are just excuses.
The problem is that physical stores have stopped playing to their biggest strength—human connection and making customers feel valued.
Retail is Sabotaging Itself!
Retailers are spending big bucks on tech and online stuff, but they're ignoring the core – the physical store experience. Instead of empowering their sales folks to connect with customers, they're turning them into order takers, losing the very skills that make in-person shopping special.
Yes, online is growing, but many online sellers struggle to make a profit. Meanwhile, brick-and-mortar stores, instead of playing to their strengths, are focusing on their weaknesses—less personal service, cutting training, and treating employees like they're disposable.
No wonder customers aren't engaged. If the people on the floor don't feel valued, why would they make customers feel valued? Training is just corporate jargon—empty lines like "make eye contact."
But retail isn't a script. It's about understanding people. Good retail is an art. It's not just selling a shirt—it's helping someone feel confident.
It's about making a nervous teenager feel ready for an interview or a date, or a mother buying something for herself or her kids, or a boy/girl shopping for their first date (wanting to feel special), or a family shopping together for a special day.
A New Approach to Retail
The old way—waiting for customers to ask – isn't enough anymore. Now, the best retail is about proactively engaging. Not pushing sales, but genuinely being curious about what the customer needs. Understanding their purpose and guiding them. Think about it—customers don't need a salesperson to find a product.
They can do that online. What they can't get online is an expert who helps them discover something new, someone who makes their experience better and makes them feel like they belong.
Someone who gives a real opinion, making shopping easier. Customers are already confused when they leave home about whether they'll find what they're looking for.
A great salesperson isn't just selling a suit—they're helping someone feel ready for their dream job or look good on a first date. They're not just selling makeup—they're boosting someone's confidence. They're not just selling a coat—they're helping someone feel at home in their own skin.
But none of this can happen if employees are disinterested. The solution isn't another training manual or a sales pep talk. It's about redefining what retail means.
Strategic Underpinnin
Customers aren't just looking for products; they're looking for experiences that make them feel better than when they walked in and want them to keep coming back. Retail thrives when customers feel seen, valued, and guided.
When your team understands that they’re not just selling a product—they’re creating an experience. Retailers who get this will thrive. Those who don't? They'll keep blaming e-commerce and closing down.
The choice is clear: Will we let retail fade away, or will we bring back that human connection that made it great?
CREDITS: AMIT SINGHAL, Facet Group: Author of “Retail Mastery,” has over 30 years of experience in building brands and retail. He has helped many retailers scale up and increase footfalls & conversions.