This research delves into the intricate dynamics of customer adaptability within the realm of brick-and-mortar retail, examining the pivotal role of managing customer knowledge capabilities. As traditional retail spaces evolve in response to technological advancements and shifting consumer behaviors, understanding the antecedents of customer agility becomes paramount. Drawing on insights from customer knowledge management literature and retail studies, this paper elucidates the nuanced interplay between customer adaptability and the strategies employed to harness and leverage customer knowledge. Through a comprehensive analysis of the contextual landscape of physical retail environments, we uncover the underlying factors that influence customer adaptability. By illuminating these connections, this study offers valuable insights for practitioners and scholars alike, contributing to a deeper understanding of how organizations can effectively navigate the evolving retail landscape to enhance customer experiences and foster sustainable growth.