Not so long ago, the best retail was experiential. The idea was that consumers flocked to storefronts and shopping centers for the experience of meeting with friends, and to see and touch products.
These days? Not so much.
JLL’s “Shifting Priorities in Retail Design” presented the results of a global consumer survey that demonstrated changes in six dimensions of brand experience: Immersive, accessible, human, meaningful, customized and intuitive. The JLL survey had representation from Baby Boomer, GenX, Millennial and GenZ consumers. Here’s what they had to say.
- Efficiency outranks experience, as consumers want stores to provide fast and flexible options. Furthermore, 78% of those asked said that pricing and promotions should be “clear and easy to understand.”
- Human interaction trumps artificial intelligence. Noted one respondent, “I would put more emphasis on human interaction because consolidating everything to AI will make the shopping experience feel soulless.”
- EMEA and APAC consumers want store designs to reflect the vibe of their cities; U.S. shoppers, not so much.
- Accessibility (relating to racial inclusivity and exclusive brand access) is important.
- Brands must communicate their purpose and values; physical stores aren’t always the most effective way for this messaging.
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