Business & Technology
Millennials push retailers towards community-led stores
Millennials are driving demand for retailers to create ‘third space’ shopping environments, according to research from the Retail Technology Show.
A survey of more than 1,000 UK shoppers found that 57% of Millennials want stores to combine community, socialising and shopping.
The findings suggest expectations for physical retail are shifting, with stores under pressure to offer more than transactions. They also showed that 24% of Millennials want immersive brand experiences as part of the in-store journey, 10 percentage points higher than the figure across all age groups.
Retailers have already been testing formats that place greater emphasis on time spent in-store and on interaction with the brand. Last year, Superdrug announced plans to open 30 new beauty playgrounds designed as experiential discovery centres, while cycling brand Rapha has built its store model around Clubhouses that combine retail space with cafés and event hubs for its cycling club members.
The research links the trend to wider social and workplace changes, with demand for spaces between home and work rising amid digital fatigue, fragmented community life and the growth of remote working.
A third of consumers surveyed said they now discover retailers through brand-community platforms and value-aligned interactions. This points to a broader shift in how shoppers first encounter brands and how stores fit into that relationship.
For retailers, the findings add to evidence that younger consumers place greater value on experience and participation in physical spaces. The research found that 78% of Millennials prioritise spending on experiences over buying physical items.
Changing Store Role
This backdrop is pushing store design and operations away from a purely sales-led model. Physical outlets are increasingly being used as places where brands can host communities, encourage repeat visits and give shoppers reasons to stay longer.
While experience-led retail is not new, the stronger focus on community marks a more specific direction. Rather than relying solely on product displays or transactions, brands are trying to create spaces that support social interaction and a sense of belonging.
That can take many forms, from beauty testing areas and cycling cafés to venues for classes, gatherings and member-based activities. The common thread is that the store becomes part of a wider brand relationship rather than a standalone point of sale.
Matt Bradley, Founder & Event Director of the Retail Technology Show, said the findings reflect this shift in consumer expectations: “Experience-led retail isn’t a new concept, but the shift towards brand spaces for connection – not just commerce – charts a new course for how retailers can show up meaningfully within their communities.”
“Consumers want to feel their relationships with retailers go beyond buying, so finding new formats that foster that deep sense of connection will redefine how stores of the future evolve.”
Business & Technology
B&Q issues urgent recall for popular heatwave item amid 'electric shock' warning
B&Q has issued an urgent recall for one of its popular heatwave items after warning of ‘electric shock and fire’.
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Nisa Local, which first opened in Botley Road in November, can now be extended after a Planning Inspector overturned Oxford City Council’s rejection.
The proposal is for a steel security shutter and a single-storey rear extension, which would provide more space for new services such as an Evri and two more Cook frozen meal freezers.
The Costa Coffee self-service machine is hoped to be on the front of the shop and will provide more floor space for Bake & Bite and the Oxford-based Natural Bread Company.
Oxford City Council refused permission in March arguing the extension would harm the character and appearance of the property.
However, planning inspector Alexander O’Doherty concluded the impact on the wider area would be limited because the extension would be largely hidden at the rear from public view.
In his decision issued on July 23, the inspector acknowledged that the extension would have some harmful effect on the appearance of the building itself, but said the benefits outweighed that harm.
The inspector noted the shop is “clearly lacking in storage space” and said the additional floor area would help it better serve local residents.
The decision also referenced numerous representations from supporters, with the inspector saying these lent “considerable credence” to the benefits of the scheme.
He added that providing these services within a residential area would encourage walking, cycling and the use of public transport by reducing the need for residents to travel elsewhere by car.
Grumpys Sweet Shop in Fettiplace Road, which operated as a cafe and collectibles shop until it became a sweet shop in 2023, has announced it will close by the end of August.
A statement from the team behind the shop said the ‘difficult decision’ was taken with a ‘heavy heart’.
The final day trading would be Friday, August 28.
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The statement said: “This hasn’t been a decision we’ve taken lightly.
“Like so many families and small businesses, we’ve felt the impact of the rising cost of living, and the increasing costs of running a business have made things more challenging than ever.
“On top of that, our current lease has came to an end.
“Renewing it would mean committing to another seven years, and after a great deal of thought, we’ve decided that this is the right time for us to close this chapter.
“While we’re incredibly sad to say goodbye, we’d love to see as many of you as possible before we close.
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“From the bottom of our hearts, thank you for making Grumpy’s Sweet Shop so much more than just a business.
“You turned it into a place filled with smiles, laughter, and wonderful memories that we’ll treasure forever.”
The owners added that ‘everything you see in the shop’ is now for sale, and offers will be considered for all fittings and displays.
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