Over the past two decades, commerce has been dictated by convenience. This includes one-click ordering, free shipping, and brands trying to flatten their entire essence onto the screen. Yes, convenience is table stakes, but consumers want more from brands, especially authenticity and multi-sensory experiences that feel personal and memorable.

In fact, 79% of consumers say online shopping lacks the “magic” of an in-person find, according to The Harris Poll’s recent survey, “The Return of Touch Report,” presented by Quad. Within that missing magic lies the opportunity for brands to lean into tactile, immersive experiences that drive better recall, deeper loyalty, and ultimately, higher ROI.

“Consumers are looking for experiences that go beyond the transaction,” says Heidi Waldusky, vice president of brand marketing at Quad. “They want to feel something: surprise, delight, even belonging. That’s the ROI of ‘return of touch.’”

It’s not digital or physical. It’s both.

Digital media is powerful, and consumers expect it. With so many messages competing for attention, experiences that break through add dimension. Touch and tactility give digital campaigns staying power.

Print is experiencing a renaissance due to the resurgence of branded catalogs. They resonate with consumers: 71% say print feels more authentic than digital campaigns, according to “The Return of Touch” survey, and 78% of Gen Z and millennials say physical mail from retailers inspired them to visit a brick-and-mortar store. Catalogs, direct mail, and packaging are pivotal tools that build engagement today, especially when paired with data-driven digital targeting.

IRL retail as community and culture

In-person shopping is as much about buying as it is about belonging. Nearly 90% of consumers remember engaging physical store experiences, and 71% say those moments deepen their loyalty.

For Gen Z and millennials, retail is a social experience. In fact, about three-quarters say shopping at a hyped retailer or pop-up feels like being part of a cultural moment. Many even plan trips around retail destinations, and 60% say waiting in line is part of the fun.

The digital-physical blended omnichannel future

Digital and physical integration is the future of marketing. Younger consumers want brands to blend digital touchpoints with in-person experiences, including augmented reality-enabled packaging, Instagram-worthy unboxings, and loyalty apps that enhance store visits.

That’s where Quad comes in. Quad helps brands design omnichannel experiences that resonate with consumers by combining expertise in data-driven media, creative and production excellence, retail marketing innovation, and decades of mastery in print.

“Brands that invest in physical, tactile experiences, whether through print, packaging or immersive retail, are seeing stronger recall, deeper loyalty and higher ROI,” Waldusky says. “It’s not about replacing digital, but about creating richer, more human engagement.”

Download “The Return of Touch Report” for more insights on how brands can reimagine engagement in 2025.