Brands like Glossier, Mejuri, and Velvet are replacing traditional checkout counters with mobile POS systems to create more open, engaging store experiences. This approach frees space for product testing, seating, and interactive brand moments. Associates guide customers from try-on to purchase, boosting personalization and sales. Velvet, for example, saw a 40% rise in in-store purchases. Overall, brands are prioritizing connection and convenience over old-school transactions.