JLL: Consumers Reclaiming Physical Retail Space

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Digital fatigue is reshaping retail store design and customer expectations, a new report from JLL finds.

“As consumers grow increasingly fatigued by curated feeds, AI-powered recommendations and constant screen time, physical retail is taking on a new role: a place for tactile discovery, human connection and sensory relief,” JLL Design said in a new report, Resetting the Retail (Algo)Rhythm.

The report examines how retailers can respond to shifting consumer expectations by rethinking stores as a “counterbalance” to digital life rather than an extension of it. It found that that 83% of in-store shoppers enjoy finding products they never would have searched for themselves, while 72% have left a store early because it felt overwhelming, signaling a fundamental shift in what physical retail must deliver.

“Consumers are telling us that physical retail has a different job to do now,” said Emily Albright Miller, executive vice president of retail strategy with JLL Design. “The store is no longer competing with digital on endless convenience or personalization. Its value comes from what digital experiences cannot replicate, including tactile discovery, emotional connection and the ability to experience a brand without constant algorithmic interruption.”

JLL noted overstimulation is emerging as a mainstream concern rather than a niche issue. The report found that lack of technology interference ranked as the No. 1 attribute of positive store experiences, indicating consumers want environments that allow them to focus on touching and feeling products. Retailers are responding with open layouts featuring clear sightlines, hands-on displays and visual merchandising that invites exploration.

“For years, retailers focused on adding more screens, more content and more digital integration into stores,” said Mark Bateman, head of the Retail Solutions Group, Project and Development Services at JLL. “There’s now a growing desire for environments that feel calmer, more intuitive and less demanding on attention. The most effective retail spaces are increasingly designed around regulation, comfort and human interaction rather than stimulation alone.”