Physical retail is navigating a crisis that extends far beyond sales figures; it is a crisis of role and relevance in people's lives. In a world dominated by digital efficiency, speed, and algorithmic convenience, the physical space risks obsolescence if it merely duplicates what the online world offers. To survive and thrive, physical retail must offer the one thing the digital realm cannot replicate: presence, relationship, andshared experience.
The data is unequivocal. A large majority of global consumers indicate that experience is now the fundamental driver of purchasing decisions. According to recent insights, approximately73% of people consider experience a crucial criterion for choosing where to buy. In Italy, this expectation is even more pronounced, with 70% of consumers expecting new, personalized purchasing experiences.
The willingness to invest in these experiences is also rising. Global consumer studies highlight that the willingness to pay a premium for high-quality experiences has increased, moving from 65% in 2024 to 69% in 2025.
This shift is fueling a booming economy. The global experiential retail market is growing rapidly: estimated at approximately 132 billion USD in 2025, it is forecast to expand to 543 billion USD by 2035, with a Compound Annual Growth Rate (CAGR) of~15.2%.
In this scenario, retail is called upon to redefine its identity. It is no longer enough to be a point of distribution; the store must become a destination.
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