For the third year in a row, House of Retail brought together the retail industry to explore what’s next for physical stores. Hosted by First Impression, this edition was all about fast change, deep connection—because the customer journey is no longer just omnichannel, it’s omni-experience. With speakers from across the industry, the message was clear: retail is no longer about buildings and spaces, but about people and places. These were the three takeaways that stood out this year.
Retail is not about real estate. It’s about experience.
Keynote speaker Ibrahim Ibrahim set the tone by saying, “The future isn’t what it used to be.” Retail, he argued, must become a media platform and a social hub. That means moving away from static spaces toward flexible, meaningful experiences that connect with culture and community.
Shops should no longer be just places to buy things. They should be spaces that make people feel something. The strongest brands are not just retailers—they are creators of moments, builders of fandoms, and champions of co-creation.
He urged retailers to rethink their strategies by focusing on four pillars of future readiness:
Fast (seamless, automated, now),
Slow (immersive, tactile, event-driven),
Local (sustainable, authentic, unique),
Belong (community-focused and value-driven).
To stay relevant, retailers need to embrace movement, flexibility and change. As Ibrahim put it: “The internet won’t kill shops. It will liberate them.”
From digital signage to storytelling: experience drives dwell time
Koen Wouters continued on the power of brand experience. In his view, success is found in combining details, LED, retail media, personal attention and storytelling—always with a focus on the fast-paced future.
One goal stands above all: increase dwell time. The longer people stay, the more they engage. That means creating a seamless flow between hospitality, entertainment and commerce. A place where tech supports—not distracts—the customer journey.
The result? A store that feels like a brand experience from start to finish.
Strong teams create strong experiences
Kayleigh Fazan brought the human perspective into focus. Innovation is happening—whether you want it or not. But great technology means nothing if the team isn’t on board.
Retailers often develop big plans at HQ, but forget to involve store teams early on. According to Kayleigh, that’s where things go wrong. You need your staff to be part of the mission. Communicate clearly, show the why, and activate your customer experience from within.
In her words: “The heart of success in retail are complete teams who act as service partners—overcoming challenges together.”
Conclusion: the future is fast, fluid and phygital
House of Retail 2024 made one thing crystal clear: retail is no longer about just selling. It’s about creating a world your customer wants to be part of. Whether through immersive content, smart tech or stronger team alignment—the best experiences are the ones that feel natural, connected and human.