Customers are craving a more tangible, immersive interaction that digital alone cannot provide.
The shift, dubbed the “Return of Touch” (RoT), highlights the growing demand for real-life, tactile experiences that deepen loyalty and spark meaningful connections.
Why Customers Are Craving the Return of Touch (RoT)
Screen Fatigue Is Real
Consumers have never been more digitally connected, yet they’re yearning to disconnect. According to research conducted by Quad and The Harris Poll, 81% of Gen Z consumers say they often wish they could unplug from their devices. Endless scrolling may be convenient, but it lacks the sensory fulfillment that comes with real-world interactions. This longing for tactile engagement is drawing people back to in-person shopping and physical-brand touchpoints.
Physical Experiences Foster Authenticity
A majority of consumers, around 71%, report that print materials like catalogs feel more authentic than digital campaigns. Mailers, packaging, and in-store interactions are being reimagined as critical touchpoints, bridging the gap between brands and their audiences. Tactile discovery is exciting, memorable, and emotionally engaging in ways that virtual experiences struggle to replicate.
The Power of Community
Physical spaces go beyond just selling products; they create a sense of belonging. Around 78% of Americans agree that social connections and inspiration are best cultivated through in-person experiences rather than digital-only interactions. Retail spaces that provide these connections enhance consumer loyalty far beyond transactions.
The Business Case for Touch
Higher Recall and Loyalty
Consumers remember brands that offer hands-on, immersive experiences. A staggering 88% of shoppers report that memorable physical store experiences deepen their loyalty to a brand. They’re not just buying products; they’re buying into a lifestyle, a community, or even a cultural moment.
Sensory Engagement Drives ROI
Experiences that surprise and delight customers—with personalized mailers, eye-catching packaging, or Instagrammable in-store designs—not only create wow moments but yield impressive returns. Younger consumers, especially Gen Z and Millennials, are more likely to return to a brand, share the experience with others, and explore the brand’s online presence after a tactile interaction.
How Brands Are Innovating With Touch
Immersive Retail Destinations
Physical retail is no longer just a place to shop; it’s a destination. Brands like Dick’s Sporting Goods are leveraging this trend by creating interactive retail spaces, such as their “House of Sport” locations complete with climbing walls and ice rinks. These experiences blur the line between shopping and lifestyle, making each visit memorable.
Print Media Renaissance
Mailers and catalogs are back in the spotlight for their ability to cut through the digital noise. Major brands, from Patagonia to Amazon, are investing in carefully curated print materials to provide consumers with sensory experiences that feel personal and authentic. Even luxury packaging and the unboxing experience have become pivotal in creating emotional connections with users.
Blending Digital With Physical
The focus isn’t to replace digital engagement but to augment it. Some of the best results come from blending the physical and digital. For example, 78% of Gen Z and Millennials appreciate digital enhancements like augmented reality (AR) in physical shopping environments. These hybrid approaches offer the best of both worlds by creating convenience and delivering a memorable multi-sensory experience.
The Appeal of Pop-Ups and Retail Tourism
Pop-up stores and exclusive retail events are attracting younger shoppers who see these as unique experiences. For 73% of Gen Z and Millennials, shopping at a hyped retailer or pop-up feels like being part of a cultural moment. Whether it’s the allure of limited-time exclusivity or a highly curated environment, these innovations are giving brands a fresh way to stand out.
Key Takeaways for Retailers
The Return of Touch is more than just a nostalgic movement. It’s an evolution in consumer engagement that offers tangible business benefits. To stay competitive, businesses should consider these strategies:
- Invest in Tactile Offerings
Enhance packaging, create memorable unboxing experiences, and distribute high-quality print materials that reflect your brand’s story.
- Create Immersive Retail Spaces
Rethink the purpose of your physical locations. Make them more than just a store; turn them into a destination by offering unique experiences and social spaces.
- Blend Digital and Physical Experiences
Integrate digital technologies like AR or QR codes into physical settings to add value and convenience, not replace the in-store magic.
- Prioritize Authenticity and Personalization
Focus on curating personalized, thoughtful touchpoints that leave lasting impressions—from tailored mailers to special-edition catalogs.
The modern retail landscape is evolving, and the brands that will thrive are those that understand and adapt to this tactile renaissance. By focusing on the power of touch, businesses can foster deeper connections, build trust, and create memorable journeys that keep customers loyal.
The full report Return of Touch Report: Reimagining Consumer Engagement in 2025 is availabe for download here.
