We live in an age of instant discovery, with the world available at our fingertips. And yet, despite continued enhancements to the online shopping experience (which is getting another supercharge now with the introduction of agentic AI), consumers still do the majority of their shopping in physical stores — especially the younger generations.
There is clearly something about the in-person shopping experience that simply can’t be replicated online. As a principal at the global architecture and design firm MG2 and Founder of the MG2 Advisory, Melissa Gonzalez is an expert in what makes physical stores irreplaceable and how brands can harness that for their own experiences.
“Experiential and immersive design is critical,” she shared on this week’s episode of the Retail Remix podcast. “People want an experience. We’ve had a lot of conversation about the ‘experience economy’ and [consumers] choosing travel and other things [over shopping]. But some of that’s starting to slow down due to cost, maybe travel fatigue or maybe even the craziness that’s going on with airports in general. So how can [retailers] scoop up some of that opportunity?
“Going shopping has always been a retail therapy experience, but how are you making it something that feels special and is filled with surprise and delight, with additive elements to it that will resonate across age groups?” she added. “Maybe you’re thinking about some of those adjacent experiences like Coach has done with its cafes and restaurants or Lego and Formula One.”
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In this episode, Melissa discusses how she helps clients turn physical retail spaces into strategic assets, and she digs into new MG2 research that explores the motivations and behaviors of Gen Z (spoiler: they’re showing up to stores with purpose). She shares:
- Why grouping all Gen Zers together as one cohort is a myth (there’s are big differences between the older and younger ends of the spectrum);
- Why interdepartmental communication and modularity in store design are crucial to omnichannel execution;
- Why co-creation is a must, especially as Gen Z cedes territory to Gen Alpha;
- Why, even when consumers don’t follow through with higher ideals like sustainability in their purchasing, those values are an opportunity for brands; and
- Examples of stellar store experiences from Coach, Lego and Nordstrom.
With the crucial holiday season just around the corner, you won’t want to miss this episode. Listen in below or anywhere you get your podcasts, and be sure to stop by the Retail TouchPoints LinkedIn page to share your own thoughts and insights!
