The Experience Equation: What Retailers Need to Get Right

In an age of instant delivery, why are so many consumers still making the trip to the store?In this episode of Retail Remix, host Nicole Silberstein sits down with Melissa Gonzalez, Principal at the design firm MG2, to explore why the in-store experience is still such a powerful tool for connection and conversion. Melissa shares how she helps clients turn physical retail spaces into strategic assets and digs into new MG2 research that explores the motivations and behaviors of Gen Z — spoiler: they’re showing up to stores with purpose.What you’ll learn: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 inter-departmental 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; andExamples of stellar store experiences from Coach, Lego and Nordstrom.RELATED LINKS:Learn more about MG2Related reading: Williamsburg’s the Spot for Third NYC-Area Nordstrom ‘Local’ StoreRelated reading: LEGO’s New NYC Flagship Inspires Customer Creativity, Brick by BrickExplore more insights from Retail TouchPointsCatch up on all episodes of Retail Remix