Bricks-and-mortar retail is regaining momentum – a resurgence that is being fuelled by both social and experimental elements. Physical stores are alive, evolving and need to be central to a brand’s modern retail strategy in the future.

While digital retail continues to be a powerful and measurable engine for retailers, physical stores make up for what it lacks in instant data with human experience. 

According to Ben Cook, NewStore’s regional VP of APJ, physical stores continue to offer something unique and irreplaceable.

“This is where experiential retail really comes into play. Whether it’s a beautifully designed store, a one-on-one product consultation, or a community event, physical retail creates powerful moments that build brand intimacy and loyalty,” Cook told Inside Retail.

However, physical retail involves two of retailers’ biggest expenses: Rent and wages. NewStore is helping brands turn those costs into assets with its omnichannel POS and branded shopping apps.

Unlocking the potential of physical retail

Many retailers have failed to find the right balance, with many falling victim to oversaturation – believing the larger the store network, the better.

“Too many stores, too much inventory, and not enough agility in their product cycles,” explained Cook.

“In many of these cases, stock wasn’t refreshed frequently enough, and stores were located too densely in overlapping areas,” he continued.

In some instances of limited differentiation and operational flexibility, Australian retailers faced financial strain, leading to store closures or voluntary administration.

However, a physical retail footprint doesn’t have to be a liability for brands; it can be an asset.

“Done right, physical stores remain a powerful tool for brand building and customer engagement,” Cook said.

“But it all starts with a clear brand identity and a retail strategy that serves that vision – whether online, offline, or both,” he added.

This is where NewStore’s philosophy and service come into play: It’s about more than mobilising a traditional POS system; it’s about transforming the role of mobile in retail and unlocking genuine value across the entire store network.

“There’s a common misperception in the market that simply introducing a mobile POS is enough to drive change,” Cook said.

“But in many cases, all that really happens is the digitisation of the cash register – it becomes a mobile payment terminal, not a tool for strategic retail growth,” he added.

By bringing the concept of the ‘endless aisle’ from the digital store to the physical store, NewStore is helping retailers become truly omnichannel by bridging gaps in inventory access, customer data, and associate empowerment.

“We’re either directly building or integrating with third-party solutions that further enhance the store experience,” Cook shared.

“With NewStore, associates can view a customer’s profile, past purchases, wish lists, even abandoned carts – this allows for more intelligent, personalised interactions on the floor.”

Tapping into the power of frontline staff 

Frontline staff are brands’ greatest asset, and in the case of physical retail, store associates are brands’ direct line to customers and their biggest opportunity to foster connection and community.

Rather than throwing more stores or people at the problem, NewStore helps retailers unlock the potential of the store network and the staff they already have.

“NewStore provides the tools that allow associates to become true brand ambassadors,” Cook said.

“With access to real-time customer data, product recommendations, endless aisle inventory, and clienteling capabilities, staff can turn casual walk-ins into high-value interactions – and even drive remote sales outside the four walls of the store,” he continued.

With NewStore, retailers can shift from volume-focused tactics to experience-driven growth. 

Through regular engagement surveys conducted by its retail partners, NewStore is continuously improving its user interface and functionality to better suit real-world store environments.

But the value of any tech stack is directly tied to user proficiency. NewStore requires minimal training to get up and running – its intuitive design accounts for high staff turnover and removes the average two-day training most legacy systems require. 

From Cook’s perspective, it doesn’t matter how powerful or advanced a platform is if employees don’t know how to access or apply its features.

“In the end, NewStore isn’t just easier to learn – it’s more enjoyable to use,” Cook said. “And the happier store associates are with the tools they use, the more motivated and effective they become.

“That’s the foundation for better store performance and a stronger bottom line,” he concluded.

• To discover how to transform store rent and staff wages into exceptional customer experiences, visit NewStore here.