Since moving to Spain, I’ve noticed something striking in contrast to any other country I've lived in: life happens outside, almost all the time. The weather invites people into the streets, and you can find small family-run shops literally on every corner. In the Netherlands, where I lived before, so much of shopping had moved online — out of necessity as much as convenience. Here in Andalusia, though, people still love the ritual of browsing, chatting, and discovering in person. It reminded me that physical shops aren’t just places to buy, they’re experiences in themselves.

This observation connects directly to my work. In my role running Customer HI've ealth for EMEA at ServiceNow, I often speak with retail leaders about the challenges they face. Margins are tight, online competition is fierce, but the shops that stand out are the ones doubling down on customer experience. And again and again, I hear the same question: how do we take the basics of a great storefront and amplify them with AI, so every visit feels personal, seamless, and worth the trip?

Recently, after wandering through some of Jerez’s small shopping streets, I found myself reflecting on that exact connection: the warmth of traditional shopfronts and the modern tools that can make them even stronger.Here are five areas I've reflected on and discussed with retailers on how AI can help them reimagine each one.

1. Entrances That Welcome — and Personalise

One theme I hear repeatedly: “We need customers to feel invited the moment they approach the door.” A good first impression starts with the basics — clean glass, a freshly painted frame, a polished handle. But leaders are increasingly exploring how to take this further with AI.

Imagine digital signage that adapts to local events, weather, or time of day: umbrellas on rainy afternoons, picnic items on sunny weekends, or back-to-school offers in September. What used to be a static welcome becomes a personalised handshake, making the first step of the customer journey feel seen and relevant.

2. Signage That Speaks, Not Just Stands

Another concern retailers often share is signage. “If people can’t see who we are, they won’t come in.” Bold, clear signs are non-negotiable, but in 2025, forward-thinking businesses are turning to AI-powered displays that update in real time. Promotions shift instantly based on inventory or demand forecasts, while digital boards highlight items most likely to appeal to the passing crowd.

And visibility matters long after closing. Several executives have stressed the importance of not disappearing after dark, with storefronts that stay lit up at night to remain part of the evening landscape.

3. Walkways and Journeys That Feel Seamless

Safety and ease of movement come up again and again. A cracked pavement or pothole in the car park isn’t just a bad look — it’s a customer experience killer. As one provider notes, investing in commercial concrete repair signals that you care about customer safety.

Inside the store, AI takes this principle further. Predictive analytics optimise staffing during peak hours. Smart cameras detect when queues are too long. Heatmaps reveal where customers hesitate or drop off. Just as safe walkways outside reduce accidents, seamless journeys inside reduce friction. And every small improvement adds up to a better overall experience.

4. Lighting That Inspires and Guides

Lighting is often underestimated, but many retail leaders I’ve spoken with see it as critical. A dark, shadowy shopfront feels uninviting, even unsafe. Good lighting creates a sense of welcome — but with AI, it can go further.

Computer vision tools can analyse how customers move through the space and recommend adjustments that draw attention to high-margin products or under-visited areas. AI-enhanced lighting doesn’t just brighten the store — it becomes an active guide for the customer journey, helping them discover what they didn’t know they were looking for.

5. From Storefront to Omni-Experience

Perhaps the most important theme I hear is this: “The physical shop cannot stand alone anymore.” Customers will Google you before they visit, compare reviews before they buy, and expect your in-store experience to match the digital one.

This is where AI becomes the bridge. A customer who interacts with your chatbot online can be recognised in-store and offered personalised promotions. Loyalty programs can unify data from e-commerce and point-of-sale, ensuring every interaction feels consistent. AI makes it possible to create a true omni-experience, where physical and digital reinforce each other rather than compete.

Final Thought

The fundamentals of a strong shopfront haven’t changed — it should be safe, clean, visible, and welcoming. What’s changed is customer expectations: they want personalisation, immediacy, and consistency across every channel.

AI doesn’t replace the basics — it amplifies them, transforming physical shops into smarter, more adaptive, and more connected experiences. Whether online or offline, customers always remember how you made them feel — and first impressions remain the moment that sets the tone for everything else.