Abstract:  In the evolving landscape of modern commerce, the rapid growth of online retailing has significantly reshaped consumer behaviour and business strategies. However, despite the digital shift, brick-and-mortar stores continue to offer unique value propositions that remain unmatched by their online rivals. This study investigates the best tactics that physical stores may use to stay competitive in the face of online retailing's explosive growth. The results show that physical stores may successfully compete by utilizing their primary advantages, most notably providing individualized, human centred experiences that are sometimes absent from online platforms.

The greatest levels of support were given to strategies that focused on developing relationships with customers based on trust, improving in-store experiences, and using trained service personnel. This highlights the long-term benefits of face-to-face communication with customers. Furthermore, strategies like changing store designs and implementing mass customisation methods can raise consumer satisfaction, profitability, and price competitiveness. brick and mortar stores have a vital chance to meet changing consumer demands with a smooth, integrated retail model as online and offline channels merge, as consumers tastes evolve toward increased convenience and flexibility.