The current shift in consumer habits is negatively impacting traditional brick and mortar store traffic. In today's retail industry, the mainstream consumer is beginning to adopt to digital, prioritising online platforms as their preferred shopping environment. For retail stores to survive in this challenging landscape, they must respond to consumer demands. Specifically, millenniums have altered their purchasing habits to intangible elements, they're inclined to buy into experiences rather than tangible products. 

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This is a trend analysis evaluating the evolving landscape of retail and the importance of the in store environment in the modern industry. Integrating online and in store elements will streamline the consumer journey, creating a consistent brand experience. 

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A proposal for Boots to adapt its in store experience by incorporating digital components will be outlined. Industry reports and Editorial coverage will be explored to supplement primary research findings.