The retail world isn’t what it used to be, and that’s a good thing. 

With technology, customer expectations, and global influences reshaping every aisle, modern retailers must stay nimble and forward-thinking. 

Few understand this better than Anthony Qaiyum, president and co-owner of Merz Apothecary, a 150-year-old Chicago institution renowned for its thoughtfully curated selection of natural health remedies, European personal care products, fine fragrances, and handcrafted herbal teas. The business has continuously evolved while preserving its old-world charm and commitment to personalized customer care.

So what’s next for retail? 

Based on Anthony’s insights, we’re diving into seven future-facing shifts that show how retail can change in the next few years, and what you can do to adapt and stay ahead.

1. A Deeper Emphasis on Customer Experience Over Transaction

Customers today are seeking products while also searching for connection, discovery, and a reason to stick around. At Merz Apothecary, stepping through the door feels like what Anthony Qaiyum calls “a sensory heave,” where rich fragrances, tactile displays, and global personal care products invite exploration. The store features everything from handcrafted teas blended on-site to a world-class collection of bar soaps, all set in a space where customers are encouraged to touch, try, and ask questions.

“Our job is to make people feel great,” Anthony says. “That is an art.”

This approach is all about delivering a genuinely welcoming and interactive experience built on personalized service and deep product knowledge. 

In the years ahead, retailers who embrace sensory-rich environments where customers feel seen, engaged, and inspired will stand apart in a crowded marketplace.

2. A Return to Hyper-Personalized Service

While digital tools continue to expand, human connection is becoming one of retail’s most valuable assets. At Merz Apothecary, customers are often greeted by name, asked thoughtful follow-up questions, and even reminded of the last product they purchased. This kind of personal memory and service is part of what keeps customers loyal.

To stand out in the coming years, retailers should build on these retail skills by:

• Training staff in active listening. Encourage associates to ask follow-up questions, repeat back concerns to confirm understanding, and engage in meaningful dialogue rather than scripted upselling.
• Encouraging personal ownership of customer relationships. Permit team members to build rapport, recall specific preferences, and celebrate returning customers with authentic enthusiasm.
• Using point-of-sale (POS) systems to enhance memory. Track purchase history, fragrance preferences, or skin care needs so that staff can offer continuity and personalized suggestions on future visits.

When you use technology to support meaningful customer interaction, you create an experience that feels rare and personal to every customer who walks in. 

3. Global Product Curation Will Go Local

As consumers become more selective about what they buy, changes in retail are shifting product curation from broad inventory to intentional selection. At Merz Apothecary, the product mix reflects both heritage and expertise, combining century-old herbal tea formulas with hard-to-find, globally sourced skincare and fragrance lines. This thoughtful assortment is centered around decades of customer feedback, cultural awareness, and a passion for quality.

As you think ahead, it’s important to recognize the power in curation. You won’t have to carry everything if you become known for carrying the right things. By sourcing products that are unique, authentic, and aligned with customer values such as sustainability, craftsmanship, or tradition, you can position yourself as a trusted destination instead of a generic shop.

4. Purpose-Driven Retail Will Become the Norm

Anthony doesn’t see his role at Merz Apothecary as just running a business; he sees himself as a custodian of something much bigger. For him, retail is about carrying forward a legacy, enriching lives, and leaving the business in a better state for the next generation. That deep sense of purpose resonates strongly in today’s landscape, where Gen Z and Millennials are increasingly drawn to brands that align with their personal values and social priorities.

As their influence grows, changes in the retail sector are being shaped by expectations for transparency and integrity. Retailers that champion causes like ingredient transparency, cultural heritage, and community wellness will forge deeper emotional connections with their audience.

When you lead with purpose and communicate your values, you attract customers who are aligned with what you sell and who you are.

5. Multicultural and Multilingual Retail Will Grow

As retail becomes increasingly global and community-focused, multicultural fluency is emerging as a competitive advantage. At Merz Apothecary, the team once counted over 14 languages spoken among staff and customers. This is a true reflection of the store’s deep connection to Chicago’s diverse population. Being multilingual is a practical strategy for creating an inclusive and welcoming environment where everyone feels seen, understood, and valued.

In the future of retail, cultural awareness and team diversity won’t be optional but essential for serving dynamic, global customer bases.

If you’re aiming to grow in the next era of retail, cultivate a team that reflects and respects the diversity of your customers. It will set your store apart in a powerful way.

6. Retailers Will Need to Be Multi-Sensory Storytellers

Merz Apothecary offers products in a fully immersive sensory experience that engages the senses of sight, scent, and touch at every turn. When they walk in, customers can feel a finely milled bar of soap, smell the aroma of loose-leaf teas blended on-site, or see the elegance of a candle display. In an era where online shopping offers convenience, the future of retail lies in what physical spaces can uniquely provide: multisensory engagement.

To bring this to life in your own space, think about following in the footsteps of Merz Apothecary by:

• Offering testers, samples, and hands-on interaction. Let customers experience the texture of a lotion, smell the notes of a new fragrance, or savor a tea blend in-store, so they can truly enjoy your space.
• Designing displays that appeal to the senses. Utilize shelves and signs to highlight unique textures, vibrant colors, or signature scents, and group products by mood or theme to enhance the sensory journey.
• Creating an atmosphere that invites people to stay awhile. Thoughtful lighting, music, and scent curation can turn your store from a quick errand stop into a destination worth revisiting.

When you design your retail space to awaken all five senses, you give your customers something that online platforms can never provide: a memorable experience that feels personal, tangible, and inspiring.

7. Heritage and Innovation Will Coexist

One of the most compelling aspects of Merz Apothecary is its ability to honor its roots while continuously evolving. The team still crafts herbal teas based on original 19th-century formulas while expanding into modern ventures. This seamless blend of tradition and innovation is what keeps the brand relevant across generations.

Retailers who understand the value of their heritage and use it as a foundation for thoughtful innovation will be the ones to define the next era of retail. It’s not about choosing between past and future, but about weaving both into a brand story that feels authentic and enduring.

When you embrace your roots while boldly shaping your future, you position your business as both timeless and forward-looking, a rare combination that sets lasting retailers apart.

Conclusion

From deepened customer relationships to global curation and sensory storytelling, changes in retail are already underway.

If Merz Apothecary teaches us anything, it’s that the future of retail belongs to those who remain curious, people-centered, and driven by purpose.

If you’re thinking about how retail can change in the future, look to the brands that pair innovation with tradition and lead with both heart and skill.

If you loved hearing about the story of Merz Apothecary and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!