Observed Signal · Jun 15, 2026 · Other · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Consumers Return to In-Person Brand Experiences
Despite heavy investment in AI and automation, consumers are increasingly seeking physical, human-centric brand experiences, according to recent research. Capgemini's 2026 survey of 12,000 consumers across 12 countries found that 7 in 10 seek 'intentional indulgences' for emotional relief. Harris Poll data for Quad shows 79% of consumers find online shopping lacking the 'magic' of in-person discovery, and 71% report that physical store experiences deepen brand loyalty. The trend is especially strong among Gen Z and Millennials, with 77% planning trips around store visits. The article highlights brands like Nike, Lululemon, Starbucks Reserve, and Apple as examples of integrating physical and digital experiences effectively. Experts argue that physical events create emotional value that digital channels cannot replicate, urging CX leaders to combine digital efficiency with strategically placed in-person moments.
Highlights a consumer trend toward physical experiences that could influence marketing budget allocation and CX strategies in adtech/martech, though not a specific industry event.
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Key Takeaways & Evidence Grounding
- Capgemini survey of 12,000 consumers across 12 countries found 7 in 10 seek small indulgences for emotional relief.
- Harris Poll study for Quad found 79% of consumers say online shopping lacks the 'magic' of an in-person find.
- 71% of consumers say experiencing a brand in a physical store deepens their connection and loyalty.
- Among Gen Z and Millennials, 77% have planned travel or outings around visiting a store.
- 84% of Gen Z and Millennials value brands that blend technology and physical experiences seamlessly.
Connected Companies & Entities
5 Entities mapped“Capgemini Research Institute’s 2026 What Matters to Today’s Consumer report, based on a survey of 12,000 consumers across 12 countries...”
“Nike House of Innovation in New York and Shanghai operates less like a traditional store and more like a product laboratory and community sp...”
“Lululemon has built one of the most studied community-driven physical experience models in retail....”
“Starbucks Reserve Roasteries represent perhaps the clearest articulation of the principle at scale....”
“Apple Stores have long understood this, but the 'Today at Apple' programming remains a masterclass in using physical space....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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