Human Connection in Retail: Building Customer Relationships

Despite their addiction to the digital world, consumers still appreciate real connections.

U.S. Surgeon General Vivek Murthy says Americans are suffering from a loneliness epidemic and he has made helping people foster social connections — which improve both physical and mental health — one of his priorities.

I haven’t heard Murthy single out retailers as a resource for creating human connections, but New York-based trend forecasting and consumer insights firm FS says it is a service they can provide. “Retailers are in a unique role to connect consumers with emotional experiences and humanity in many ways that technology cannot,” says Jordan Lewis, FS senior strategist for culture and consumer insights.

FS expects about 50% of consumers to limit their social media interactions in 2025. That’s especially true of younger generations, who are rejecting “the algorithm” and “reclaiming autonomy and authenticity in their discovery process and in their lives,” Lewis says. A similar percentage of younger shoppers say hanging out with friends and family is one of the most enjoyable parts of shopping.

Here are some ways you can help give consumers a sense of connection that many crave:

Optimize Your Store Location for Human Connection

If you are planning a new store or need to relocate an existing one, consider pedestrian-friendly, mixed-use developments that encourage drop-in shopping. Many traditional malls are finding new life by combining apartments, retail, entertainment venues and leisure amenities. 

Create a Welcoming Store Atmosphere for Connection

Take a cue from retailers like Sandman Sleep in Columbus, Ohio, which regularly hosts events as diverse as a pop-up comedy series and sound bath sessions. (Sleep Savvy showcased the retailer in the May/June Retail Road Trip feature.) 

Drive Foot Traffic with Engaging In-Store Experiences

Use your website, both through messaging and incentives like coupons, to persuade shoppers to walk through your store’s doors. Remind
e-commerce browsers of the friendly, expert advice your retail sales associates can offer in-store. Hold promotions that encourage shoppers to bring a friend or a family member with them.

Cultivate Exceptional Sales Associates for Connection

FS research shows that more than half of consumers value conversations with sales associates if they gain insightful product recommendations. That means your RSAs need to be empathetic, engaging and well-educated about your products. Look for new hires with emotional intelligence, who are less worried about making a sale and more worried about helping shoppers find the right mattress. And don’t worry: If they do the latter, they’ll earn the mattress sale, too.

I recently tagged along as some friends shopped for a new mattress. When the store manager learned that they would be putting their new mattress on an existing platform base, he quickly moved their two favorite mattresses onto the floor, explaining it would better mimic the feel they would experience at home. 

The manager was sociable, charming and super helpful. He helped make the buying process easy and entertaining — and sold my friends not only a high-end mattress but two full-price pillows, too.

Read more Tips & Selling Strategies.