Why retailers are designing stores people want to linger in

For some of the big names in retail, it’s time to enter into a new era. While online convenience has won the race for speed, physical retail is winning the race for experience because today the most successful stores aren’t the quickest or most transactional, but the ones where people choose to dwell.

Dwell time has long been linked to conversion in terms of sales, but its role is expanding and it’s now a measure of emotional connection, brand memory, and sensory satisfaction. Because, when people linger, they explore further, engage more deeply, and above all – they want to come back.

Retailers are recognising that people don’t just want ‘things’ – yes, there well be times where people nip into a shop for something specific and leave – but often shoppers are making ‘a day of it’ and seek out environments that make them feel something.

It’s this emotional resonance which drives dwell time, but what tools and tactics can we employ to create such a feeling?

• Materiality and atmosphere – Natural finishes, warm lighting and soft acoustics make spaces feel crafted rather than constructed for sales.
• Pause points – Moments to sit and breathe or a journey through the store which encourages customers to browse slowly and take in curated displays.
• Sensory balance – Fragrance (even outside of the store) as well as tactility, quiet zones and visual clarity can all help to counterbalance the digital overload.
• Storytelling through space – Brands that express identity through materials, layout, and product elevation create environments that feel meaningful rather than generic.
• Hospitality influence – From attentive service to comfortable spaces to pause, retail is borrowing heavily from hospitality.

Of course, dwell isn’t only a design challenge, it’s a delivery one too, and retail fit-outs must meet a higher standard of finish, durability, and consistency to ensure the atmosphere remains inviting long after opening day.

With every detail contributing to the emotional tone of the store, spaces that make people feel good are real candidates for becoming a part of shoppers’ routines and weekend rituals – so much so, that one could argue that dwell time is no longer about keeping customers in-store, but earning a place in their lives.

This theme runs through our most recent guide, written in collaboration with IA, ‘designing for Dwell(being): Why time, trust and tangibility define the next era of interiors’. Click here to download.