Beyond the Algorithm: How Retailers Can Win with Real Human Engagement
Every day, I meet with clients, suppliers, and creatives. I read countless blogs and books, and in the studio, we talk nonstop about how the world is evolving and how we can help our clients survive in this rapidly changing age. One thing is clear: retail today is about building trust, and trust is shaped by the entire journey, from the first encounter with the brand to the final purchase.
Omnichannel retail
I have written about omnichannel retail for more than 10 years, and I see that now, consumers expect it in every transaction. They also demand that the retail experience is as smooth as it can be. Most are still confusing "experiences" with Instagrammable moments and shareable interiors. Still, the experience is the entire journey from the moment you see a product you like to the day you decide to purchase it. Everything in the middle is considered experience: the social media site that showed it to you first, the ads, the link you clicked on, the speed of the website and how long it takes to load, the amount of information you find at your fingertips (materials, sources, specs, ethical manufacturing and more), the overall feeling of the store where you went to touch that product, the smell of the space, the customer service, the courtesy of the staff, and finally the transaction the moment you decided to buy it (online or in-store). There are hundreds of steps in today's retail journey, and each one of them can break the trust relationship between brands and customers. It has never been so difficult as it is now, but no brands can pretend to ignore it.
Retail Store Activations that create meaning
But even the most seamless omnichannel strategy is not enough in today's world—the skyrocketing costs of ads and the difficulty of grabbing someone's attention online mean brands need a human presence. We are exposed to an unbearable amount of information, and it has become challenging for brands to break through unless they have an unlimited budget for targeted ads.
I hear that the younger generations are no longer relying on dating apps to meet people. They feel apps don't work as well as they had promised and are going back to meeting people in bars or at the gym.
The same is happening to retail brands, which are desperately seeking meaningful connections with their customers. Brands need more than one-night stands. They need the connections to be remembered if they want to build a loyal customer base that will let them survive and flourish for years. Doing that online has become extremely difficult, and so many of them are being creative and coming up with new initiatives such as secret pop-ups, co-created art installations, and immersive storytelling sessions.
These activations prioritize authenticity and engagement, building genuine human connections in a world increasingly mediated by screens.
There is much you can try. The sky is the limit: private workshops led by local artisans, pop-up shops curated for specific subcultures, or interactive installations designed to spark conversation around a shared local issue. These experiences can foster deeper connections with customers. They also increase brand loyalty and position brands as active participants in the communities they serve.
As our phones become more and more saturated with messages and posts, the brands that will thrive will be those that can build real human connections. People connect with other people, not with algorithms.
The brands that will succeed will be those that listen, adapt, are authentic, and, most importantly, understand their customers and the society we live in.
In an era when attention is fleeting, the brands that invest in human depth rather than clicks and likes will be the ones that will stand the test of time.
Interested in discussing a retail project with our team? Let’s talk
Sergio Mannino Studio is an award-winning Retail Design Agency renowned for its modern design and branding expertise. The studio has gained international recognition by completing over 250 global projects, often featured in prestigious magazines, books, and blogs throughout Europe, China, and the United States. Under the leadership of Sergio Mannino, the studio is composed of a dedicated team of architects, interior designers, graphic designers, and branding consultants. While initially focused on retail design, the studio has diversified its portfolio in recent years, engaging in various residential, branding, and furniture design ventures.
Photo by Tim Marshall
