Historically, the backbone of retail has been predicated around selling goods from a physical location. In the pre-internet days, department, warehouse, discount, big box, and mom-and-pop stores were where consumers would purchase goods for personal use.
Retail customer experience was predicated around these physical elements and touchpoints: Are the employees helpful? Does the store carry the products customers are looking for? Does their return policy make it easy for customers to easily exchange the product if it doesn’t match expectations?