Personalized journeys are redefining the in-store retail experience

Despite the immense popularity and convenience of online shopping, consumers continue to value the brick-and-mortar experience. In fact, total annual U.S. retail sales dollars of in-store shopping still greatly exceed those online, according to Capital One Shopping statistics. Certain sectors — especially groceries and health and beauty products — see particularly strong in-store shopping. Many consumers also prefer visiting a physical store to return an item, rather than through the mail. And demographics make a difference, with older generations preferring to shop in person when possible, per the Capital One report.

Nevertheless, the brick-and-mortar shopping experience is evolving to incorporate some of the conveniences and personalization features of online shopping. To do so, stores at the cutting edge are making full use of innovative technology solutions, particularly digital displays. This means engaging display tools and features that tap social media, data, AI and traffic mapping in ways that help seamlessly integrate in-store and online shopping.

Using Samsung displays paired with partner technologies, retailers can harness the power of digital signage to build personalized shopping experiences that draw shoppers in and keep them coming back. Here’s how.

In-store retail experiences that mirror online shopping

Effective, modern digital signage can bridge the gap between a brand’s online and in-store experiences. It does this by extending the digital ecosystem into the physical space, unifying content, data and design across both customer touch points. This is ideally suited to Samsung displays like The Wall All-in-One and the 115″ Supersized Signage QH115FX 4K display for vibrant, high-impact storytelling and signage like the 32″ EMDX Series Color E-Paper QHD Smart Signage for a seamless, simple way to deliver informational updates on pricing, promotions or wayfinding anywhere in the store.

Good American, an inclusive fashion brand co-founded by Emma Grede and Khloé Kardashian, installed multiple Samsung displays in their first retail store location in Century City, Los Angeles, including a 55-inch Interactive Display where shoppers can easily browse the jean catalog and view seasonal looks in real time.

Because these displays were operated through Samsung’s cloud-based content management system, Samsung VXT, the stores are able to create and schedule dynamic content in real time that mirrors online shopping — and with the flexibility to take advantage of any opportunities that might arise and match customer needs in a given moment.

Another example comes from national omnichannel retailer Frontgate, which uses Samsung Interactive Displays to support personalized, in-store design consultations. As part of a store redesign, Frontgate equipped its in-house designers with displays that make it easier to collaborate with customers and visualize furniture, fabrics and décor beyond what’s physically on the sales floor. Replacing smaller PC-sized computer screens, the interactive displays create a more immersive, comfortable experience.

Hybrid shopping for a customized experience

Regardless of where customers prefer to shop, many start their purchase journey by researching products online, even if they plan to buy in person. Retailers can take advantage of this by connecting with customers via social media to reinforce the brand image, offer special discounts and promote in-store events, further customizing the shopping experience.

Customer relationship management platform Sprinklr uses AI to identify a brand’s most loyal supporters, and then amplify their user generated content (UGC), such as pro-brand posts, via in-store displays. Research shows that shoppers trust UGC more than traditional or influencer marketing, with 60% viewing UGC as the most authentic.

Bringing UGC into the store requires strategically placed displays that turn real customer content into part of the shopping environment. For years, digital-first mattress brand Saatva sold its luxury mattresses exclusively online, but it later opened its first Viewing Room in Manhattan, where shoppers can take themselves on an immersive, self-guided journey.

At the door, dual-sided Samsung OMN-D Series displays greet customers with positive user testimonials, timely messaging or seasonal promotions. Additional displays throughout the space provide insight into how Saatva products are made and show images of their beds in idyllic settings like a beach house and mountain cabin.

Leveraging in-store data collection and sensory-driven experiences

Understanding customer needs and preferences is critical for retailers, and to do this, they need data. Without data, it’s nearly impossible to market to the appropriate customers and send relevant messaging at the right time. With the knowledge of how to collect customer data in-store, brands can increase basket size and upsell more effectively with insightful, personalized offers.

The most tech-savvy retailers use technology to engage all the senses and create unforgettable shopping experiences. Using Internet of Things sensors, intelligent displays, networked audio, physical security systems and more, Blueforce technology enhances customer experience while providing an additional layer of cyber-physical security. Harman drives customized sensory experiences in retail spaces with audio, lighting and even aromas.

Both, along with FastSensor, work with Samsung displays to create a clearer picture of customer habits than ever before and point to ways to shape marketing to meet them.

Personalized journeys are key to in-store retail

A key to success in the retail environment is creating personalized, interactive, in-store retail experiences that seamlessly blend with online branding. From try-on to checkout, brands must captivate and inform customers with dynamic content at every touchpoint of the in-store journey. With the power of Samsung solutions and a diverse portfolio of software partners, businesses can build customized retail solutions that truly exceed customer expectations.

Learn more about how Samsung displays can transform your retail space, and make sure to see them firsthand at NRF Booth #5303 on January 11-13, 2026 in NYC.