As digital commerce continues to evolve, the physical store is taking on a more strategic role in how brands connect with shoppers. Capturing attention is only the starting point. The real opportunity lies in creating experiences that encourage discovery, deepen engagement and influence what shoppers do next.

In a conversation with What’s In Store: Making Sense of Modern Retail, Founder & CEO of Outform and Founder & Chairman of Future Stores Ariel Haroush explores what it takes to make physical retail more purposeful. He discusses how strategy, design, technology and content must work together to create experiences built around shopper behavior and business objectives, as well as why the value of in-store media extends well beyond screens and advertising at the point of purchase.

Ariel also examines how retailers and brands can measure the impact of physical experiences, rethink the role of the store as a media channel and explore more flexible approaches to physical brand presence. These ideas come to life at The Future Stores on London’s Oxford Street, where the episode follows an Air Jordan activation from build to launch, revealing how individual elements combine to shape the shopper journey.

Watch the full episode below or tune in on Spotify to hear Ariel’s perspective on creating physical retail experiences that capture attention and turn it into meaningful action.

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