For Direct-to-Consumer (DTC) brands built online, the next big step isn’t just more clicks, it’s a physical connection. As Shopify’s 2025 Retail Report emphasizes, 57% of shoppers want to touch and feel products in person, while 38% prefer buying online for in-store pickup. This evolving behavior shows why digital-first brands are increasingly anchoring themselves in the physical world.
The challenge lies in translation—how does a brand built through pixels, social engagement, and algorithmic loyalty transform its digital DNA into brick-and-mortar form?
Establish a Unified Brand Identity
A consistent experience is key. Lexie Becker, Brand Partnership Specialist at Fifth & Cor, explains, When it comes to DTC marketing, we recommend putting together a strong team who can evaluate your brand identity and determine what needs to be done to see improvement.
Brooklinen mastered this with retail spaces in Portland, Santa Monica, and Philadelphia, carrying the digital brand language into tactile environments.
Connect Digital Data and In-Store Experience
Leading retailers use one system that combines online sales, store sales, inventory, and customer information. DTC case studies show this is vital for omnichannel success.
When RUDSAK implemented an omnichannel system, its staff could greet customers by referencing buying history: How did you like the black jacket you bought last season? This led to a 50% improvement in customer satisfaction.
Recreate Engagement, Not Just Interface
Shopify’s 2025 report found immersive retail boosts loyalty since the feeling of recognition and convenience converts browsing into buying.
In-store:
- Interactive Display Zones: Replicate web carousels.
- Digital Check-ins: Use app logins or QR codes for personalized offers.
- Community Events: Turn online communities into live conversations.
Brooklinen built in-person try zones—customers interact with products as they would online, but with tactile richness.
Personalize the Physical Journey
First-party data powers intimate, hyper-personalized interactions no traditional retailer can match, says Stephen Light, Nolah.
Use unified data to:
- Greet loyalty members personally.
- Suggest items based on digital history.
- Tailor promotions, triggered by online browsing.
BYLT Basics scaled up seven profitable stores in twelve months, combining mobile-to-store integrations to achieve 400% growth in women’s apparel sales and a 10% conversion rate.
Kylie Cosmetics leverages personalization by bundling shade-matching tools and user reviews for its Natural Blur Powder Foundation.
Omnichannel Technology Makes Retail Scalable
Unified platforms like Shopify enable one consistent brand feel everywhere your customers find you,” with real-time sync between ecommerce, POS, and inventory.
- BOPIS (Buy Online Pick Up In Store): Drives conversion across channels.
- Ship-from-Store: Physical stores become fast fulfillment hubs.
- Unified Loyalty: Rewards extend across web, app, and brick-and-mortar.
Weebot cut in-store processing time in half, raising retail revenue 15% through better data.
Community and Storytelling Matter
Consumers don’t buy products anymore—they buy into narratives, explains Shopify’s DTC guide. Retail must mirror digital storytelling:
- Showcase UGC and influencer content.
- Display live reviews/testimonials akin to social engagement.
- Host influencer meetups and interactive pop-ups.
Unified Commerce and Data-Driven Personalization
Unified commerce is more than connecting systems—it’s building everything on a single, scalable platform, says Shopify. This lets DTC brands scale globally, adapt locally, and deeply personalize across every shopper touchpoint.
Looking Forward
Translating a DTC brand from online presence into real-life retail means consistency, technology, and storytelling. The best brands build the bridge from pixels to people using unified data, omnichannel engagement, and curated customer experiences.
As Brooklinen’s Josh Illig put it, “Every new store brings energy, feedback, and loyalty that echoes through every online channel.”
