How IKEA, DICK’S Sporting Items And Adidas Are Rethinking The Retailer


Shops need to be reset. But that shouldn’t come as a surprise.

Technological advances challenged the traditional wholesale model. E-commerce exploded. Consumers wanted their orders faster and businesses responded with faster delivery.

What does this mean for physical retail? A brick and mortar makeover.

Customer using smart mirror technology in a store’s fitting room.



The acceleration of e-commerce doesn’t diminish the importance of brick-and-mortar retail. Stores are increasingly being used to fulfill more of these orders. Additionally, consumers will continue to shop in stores to see, experience, and test products.

According to sales data from Euromonitor International, stores will remain the largest and most important sales channel worldwide for years to come.

Creative shop concepts are emerging all over the world. Retailers should question the purpose of their stores and how they can better serve their broader strategy, such as supporting digital fulfillment or experiential shopping.

In a previous article, I explored three ways retail stores will change in the future. IKEA, DICK’S Sporting Goods and adidas, among other retailers, are bringing these formats to life.


IKEA promotes a sense of community

IKEA is testing its Home Experience of Tomorrow format in a newly renovated store in Shanghai.

A theater-like common area where shoppers can socialize or relax is a standout feature. This business also connects customers through on-site workshops, knowledge-sharing sessions, and entertainment. The Makers Hub, for example, is a space where customers, employees and local experts can share their skills and work together on circular projects.

An IKEA store in China (Shanghai Xuhui store) will be inaugurated in August 2021 after renovation. (Photo … [+] Photo credit: Costfoto/Future Publishing via Getty Images)

Future release via Getty Images


Withdrawal tendencies are rampant in the digital age as consumers turn to devices rather than to each other. But stores can become a collaborative space, driving foot traffic.

DICK’S Sporting Goods is building an adventure playground

DICK’s House of Sport in the USA offers customers the opportunity to test products in real-world environments.

This store leverages technology and custom features including an outdoor track, climbing wall and golf simulators to create an elevated customer experience.

Consumers need a reason to visit a store instead of shopping online. Testing products in an environment in which they would be used adds value beyond what the online channel can currently provide.


adidas is changing traditional in-store shopping

The adidas flagship store in Dubai combines both digital and experiential to stimulate creativity and strengthen brand engagement.

This store features smart RFID fitting rooms and premium services like MakerLab, which allows customers to personalize products. Shoppers can partake in exclusive yoga sessions or shoot hoops on an in-store basketball court.

adidas relies on omnichannel for this concept and enables the brand to get in touch with customers via multiple digital touchpoints in the store.

Rethink loading


In today’s saturated marketplace, your retail strategy must be comprehensive, creative, and strategic to reach customers and increase sales.

The in-store and online shopping experiences cannot be viewed as separate entities. Retailers need to optimize store formats and in-store experiences to better integrate physical and digital channels.