I would add the word “more personal” and “service” to the thesis. It is the personal and direct communication that makes brick-and-mortar retail so special. In addition, we need to consider the notion of “more regional”. Customers are longing for something special and they want to be served in a personalized way. It also has something to do with having a good experience: I’m being treated well here. This has become particularly true in times of globalization, in which so many things have become interchangeable.