It's All About the Experience
As has been well-documented, Millennials are driven by the quest for experience. And when it comes to experience, brick-and-mortar stores deliver. There's just something about shopping that appeals to our primal hunter/gatherer instinct.
Retail Dive found that about two-thirds of female shoppers want a multi-sensory experience when shopping. They want to see, touch and feel the items they're considering, especially when there's a fashion quotient — think apparel, accessories, and home furnishings. As for men, they're all about the acquisition. They get a thrill from having their purchases in hand and taking them home immediately.
There's also the social factor to consider. If you shop at a grocery store chain like Whole Foods, the odds are good that it has a full-service coffee shop, and it might even serve beer and wine by the glass so that shoppers can socialize or sip while they stroll the aisles.
It's also not uncommon for some grocery stores to offer cooking classes, wine tastings, and feature live music on weekends—effectively turning a Saturday-afternoon chore into an experiential event.