The role of retail stores has changed in recent years, but they remain as vital as ever to the customer journey. Post-pandemic research by McKinsey & Company found that 75% of consumers want to shop both online and in store, reflecting the modern omnichannel purchasing approach adopted by shoppers the world over.
Data from Google shows that omnichannel strategies result in an 80% increase in incremental store visits, emphasizing the crucial role retail locations play in driving—and finalizing—sales. But as consumer habits evolve, physical stores are no longer just transactional spaces—they have transformed into experiential destinations that complement digital channels and prioritize customer convenience.
“Stick to new COVID-19-era habits, or go back to the old ways of doing things? For most US consumers, the answer seems to be ‘both’.”
– McKinsey & Company
With insights and practical examples from Enhance XR’s 2025 Trends Report, here are three key strategies for furniture brands to re-imagine their in-store experience, increase foot traffic, and boost sales.
Download Enhance XR’s free 2025 Furniture Trends Report
1. Utilize in-store iPad displays
In-store iPad displays are becoming essential tools for empowering customers and sales associates alike. These digital touchpoints provide access to extended product catalogs, customization options, and real-time inventory checks. Customers can explore more options than those physically present in the store, providing convenience and enhancing their engagement and confidence in their purchase decisions.
iPad displays bridge the gap between the limited physical space of a showroom and the vast possibilities of an online catalog, enabling instant product customization and visualization. And what’s more, these tools equip sales associates with critical information to assist customers and close sales more efficiently, providing immediate information about product availability without the need to leave the sales floor.
Renowned furniture brand Herman Miller has embraced this approach by introducing interactive in-store tablet stands. Seeking to captivate customers and enhance their shopping experience beyond traditional static furniture displays, interactive iPad displays immerse customers in their product range, enabling ‘endless aisle’ browsing and boosting both convenience and confidence. Functionalities offered include:
- Browse the brand’s complete catalog
- View different configurations
- Check stock availability independently
- Enable sales associates to showcase additional product options
- Manage transactions directly
This combination of convenience and technology encourages customers to stay engaged longer, fostering a more satisfying shopping experience. Additionally, interactive displays enable retailers to maximize the potential of smaller retail spaces by showcasing a broader range of products digitally and facilitating up- and cross-selling. This reduces dependency on physical inventory, allowing brands to display more options than ever before.
2. Create experiential concept stores
Experiential concept stores are redefining the purpose of physical retail spaces. These stores immerse customers in branded environments that inspire, educate, and create emotional connections. Rather than focusing solely on transactions, these are spaces where brands can show their character and tell their story, powered by cutting-edge technology elevating the in-store experience.
“Storytelling plays a crucial role—showcasing the artistry, sustainable materials, and unique narratives behind each piece cultivates emotional bonds that resonate with discerning clients.”
– Rebecca Lorimer, Creative Director, Coco Wolf
Premium concept stores are customer engagement hotspots. As shoppers engage, integrated technology collects valuable data about their preferences and behaviors. Later, the data collected from in-store interactions fuels tailored recommendations or informs follow-ups with personalized digital campaigns. Some brands are even monetizing the store experience itself—for example, offering paid consultations or organizing exclusive in-store events to further engage customers. While customers may purchase online, their in-store experience influences brand perception and loyalty.
Restoration Hardware is a leading example of this transformation. Rebranding as RH, the company moved away from the traditional retail model to become a luxury lifestyle brand. However, like most furniture retailers, RH's traditional retail stores struggled to justify premium prices through conventional showrooms.
Their solution was to replace standard stores with integrated retail and hospitality spaces called Galleries, containing dining areas, rooftop gardens, and curated design libraries, allowing customers to explore design ideas. The success of this approach resulted in:
- Increased foot traffic
- Higher average order values
- Improved perception as a luxury lifestyle brand
- Reduced customer acquisition costs through organic traffic
- Enhanced customer data collection
The overall impact has seen a ten-fold increase in RH’s share price since the re-brand.
Experiential stores are not limited to aesthetics. They provide opportunities for live workshops, design consultations, and interactive product demonstrations. These features encourage customers to spend more time in-store, building deeper connections with the brand and creating upselling opportunities.
3. Leverage BOPIS to drive sales
Buy Online, Pick Up In-Store (BOPIS) is becoming an indispensable tool for furniture retailers. This strategy combines the convenience of e-commerce with the immediacy of in-store pickup. It ensures a seamless transition from online browsing to physical interaction with the brand. In the furniture sector, 63% of millennials and 45% of Generation Z buyers use BOPIS facilities when making purchases, according to Statista.
BOPIS is a key plank in ensuring customer convenience and, as such, a crucial tactic to adopt. Studies show nearly 60% of shoppers consider BOPIS essential, with a quarter of them wanting to be able to collect their purchase within two to four hours. For customers, the attraction of this service is obvious: they can avoid shipping costs, save time, and enjoy better product availability.
But the benefits for retailers are significant too. Many fear BOPIS fulfillment strategies will decimate their in-store sales. However, the opposite is often true, with BOPIS increasing foot traffic in physical stores, offering opportunities for upselling and cross-selling. According to Retail Dive, 85% of shoppers have made additional in-store purchases while visiting stores to pick up items bought online.
“Customers can easily try out an item of furniture and pick up an extra in-store impulse buy while logistics labor hours and costs are minimized. Especially for small stores who cannot or do not want to keep up with the aggressive delivery charges policies of the pure-play e-retailers, click and collect (BOPIS) can be a profitable happy medium.”
- IMM Cologne Magazine
Operationally, BOPIS streamlines inventory management and reduces delivery costs. It creates a win-win situation by offering convenience for customers and efficiency for retailers. Additionally, it encourages customers to visit physical stores, creating opportunities for brand engagement and building loyalty.
Redefining in-store’s role in the customer journey
Furniture retailers that implement digital tools, invest in experiential spaces, and utilize BOPIS effectively are well-positioned to thrive in 2025. Leading furniture brands have demonstrated the power of these tactics to transform the role of physical stores in the face of changing consumer habits. By employing these strategies, retailers can reinvigorate the potential of the physical store, turning them into engaging, multi-functional spaces that enhance the shopping experience, strengthen customer loyalty, and drive revenue.
Drive your business growth in 2025 with the latest insights and essential market intel. Download Enhance XR’s free 2025 Furniture Trends Report here.
