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In today’s retail landscape, experiential stores are becoming increasingly important. But how can a company determine what will resonate with consumers?
According to a recent article by JLL, the answer lies in lab stores. These specialized spaces allow retailers to test new products, services and technologies in a controlled environment.
JLL’s 2024 Experience Matters survey found that 67% of shoppers prefer shopping in person. This is where lab stores come into play – they offer an added layer of personalization and interactivity that traditional brick-and-mortar stores may lack.
Lab store formats vary but typically fall into two categories:
1) Internal spaces where employees can brainstorm ideas and invite consumers for beta testing before launch.
2) External “stores of the future” where customers shop while their behavior is tracked using video cameras, sensors and other research tools.
Some notable examples of lab stores include:
Starbucks – The coffee giant has an internal lab at its global headquarters for agronomy research and development in Costa Rica called Hacienda Alsacia. This space provides hands-on learning opportunities for employees as well as industry leaders, researchers, and students to foster innovation within the company.
Gap Brands – At their San Francisco headquarters, Gap Inc.’s brands (Old Navy , Gap , Banana Republic , Athleta ) have hybrid labs used for testing new technologies, analyzing customer experiences,and encouraging product innovations .
7-Eleven – In 2019,the convenience store chain introduced its “Evolution Store” concept which serves as an experiential testing location where customers can try out new products.The retailer continues to refine product assortments based on consumer feedback gathered from these locations .
As stated by JLL,”continuous test-and-learn solutions are crucial for retailers looking to stay competitive.” It’s essential that companies prioritize innovation when it comes to enhancing customer experiences,and lab stores are a valuable tool in achieving this goal.
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