It’s not news that retail is changing. What is news, though, is just how creative big box stores are getting to meet the evolving needs of today’s consumer. Gone are the days when a trip to Walmart or Target was strictly a “grab-and-go” affair. Now, a visit to a big box store is an experience, a chance to slow down, explore, have a bite to eat, and even take in entertainment.
Today’s big box stores are investing in smarter technology, in-store experiences, and hyper-personalization to lure shoppers eager for a new kind of retail therapy, and it’s working: from in-store dining to digital signage networks that light up the aisles with new purpose, stores like Target, Costco, and Walmart are redefining the shopping journey.
Let’s start with personalization–the type that speaks directly to the consumer as they navigate the aisles. With advanced in-store apps and hyper-local marketing, big box stores are using data and analytics to deliver tailored shopping experiences right to customers’ phones. This isn’t merely the store acknowledging a preference for potato chips, for example; it's recognizing a specific taste for kettle-cooked sea salt chips, located just two aisles over, and providing a tailored incentive or suggestion about “what else goes with it” to complement the “seek and find” nature of browsing–that builds both basket and satisfaction.
Many big box stores now offer apps that enhance convenience by helping customers navigate aisles, locate products, and even check stock in real time. Stores like Costco and Sam’s Club use geolocation within their apps to streamline the curbside pickup experience, making it so smooth that you’re notified where to park, and they bring out your items when you arrive. Some stores even allow you to scan and pay for items through the app as you shop, no waiting in line needed (saving your patience for more important things, like rush hour traffic).
This technology also improves the in-store experience for employees. With real-time inventory access, they can assist customers on the spot, speeding up service without the old, “let me check in the back” routine.
In-store dining is one of the biggest changes big box stores have made to their floor plans. From Starbucks inside your local Target and several new restaurant partnerships with Walmart, stores are adding everything from premium coffee options to full-scale dining areas. These additions make the shopping experience more enjoyable and give shoppers a reason to stick around longer (and fill those carts a bit more).
Today’s big box stores are becoming social spaces for families, speaking directly to moms and dads with little ones in tow. Where else can you get a cartload of groceries, grab a latte, and keep the kids content with a hot dog, all in one place? Stores have created environments where families can make a day of it.
With people lingering longer, big box stores benefit from increased sales and engagement. Digital signage and dynamic menu board solutions are adding another layer of value, displaying updated menu options, nutritional information, and promotions right at the point of decision. A glance at the sign might even tell you that today’s special is two slices of pizza for $3–the kind of deal that’s hard to resist.
How retail media networks are supporting big box store engagement and revenue
Retail media networks are taking off in big box environments, from Walmart TV to Albertsons’ digital screens, further enhancing the comprehensive experience shoppers are coming to expect. These networks allow big box stores to advertise both in-house products and external brands, adding a valuable revenue stream while keeping customers engaged with targeted, relevant content.
In the past, these displays might have been just another screen you passed by on the way to the checkout line. Now, they’re an interactive tool that bridges the online and in-store experience. Digital screens in big box stores like Target and Kroger display relevant, timely ads that connect to what customers are looking for at that moment. For brands, retail media networks offer a “can’t-miss” opportunity to connect with consumers right as they’re making purchasing decisions. The benefit for the stores themselves comes down to the fact that a well-placed ad for a new snack can drive a few “spontaneous” purchases in a customer’s shopping journey.
While not every big box store has fully adopted retail media networks, the trend is growing. As the CMS software platforms and display technology behind these systems improves, we’ll see more retailers leveraging them to capture attention and boost in-store sales.
As much as big box stores are reinvigorating the in-store experience, they’re also blending it with their e-commerce strategies. Today’s best big box retailers are “omnichannel” by design. They meet shoppers’ expectations for seamless transitions between online and in-store experiences by building strong partnerships with brands who invest heavily in the digital platforms that shoppers rely on to build a list, find what they need, and make decisions. Many big box retailers offer services like “buy online, pick up in store” (BOPIS) or curbside pickup, making it possible for shoppers to place an order online and pick it up from their nearest location without even entering the store.
For stores, the challenge is balancing the convenience of online shopping with the tactile, instant-gratification experience of visiting a store. Many retailers are using their physical locations as mini distribution centers, allowing them to fulfill online orders more quickly than centralized shipping warehouses. This distributed inventory model gives big box retailers a competitive edge over Amazon by allowing faster, more flexible fulfillment.
For example, being able to feel the texture of a fabric, test the ergonomics of a new office chair, or experience the aroma of a scented candle firsthand are elements that online platforms lack. Big box stores are tapping into this advantage, creating environments where customers can interact directly with products to make informed purchasing decisions.
What’s next for big box retail? Expect to see more specialized store formats, with larger stores in major markets designed as full-day, family-friendly “theme parks” of retail, and smaller stores in suburban areas focused on convenience. (Think of a “Costco Light” where you can still buy essentials without needing a dolly cart!)
AI-driven tech will increasingly play a role in creating frictionless shopping, helping customers navigate stores, find items, and even communicate in different languages. This type of technology also contributes to more personalized shopping, as stores can recognize customers’ buying patterns and offer custom promotions based on past purchases.
Partnerships with delivery services like Uber Eats and DoorDash may also expand, making it possible for people to get their favorite big box items brought right to their door. This trend is particularly attractive as our population ages, offering convenience for those who may find large stores a bit daunting.
Big box stores are changing fast and finding creative ways to the needs of today’s shoppers. These retailers are re-shaping the cultural understanding of what it means to “go shopping,” and it’s working.
At Creative Realities, we’re passionate about these changes and ready to help retailers make the most of them. Get in touch with us today to discover the future of retail. Because staying ahead isn’t just about following trends – it’s about creating experiences that matter.