Image: A 7-Eleven store featuring a cross-promotion with the popular TV show “The Simpsons.”
In today’s retail landscape, experiential stores are crucial for success. But how can companies determine what will resonate with consumers?
According to a recent article by JLL, the answer lies in lab stores. These experimental 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 makes lab stores even more valuable as they offer an added layer of personalization and interactivity not found in traditional brick-and-mortar locations.
Lab stores come in various forms:
– Internal spaces where employees can generate new ideas and sometimes invite consumers for beta testing before launch.
– External “stores of the future” where customers shop while their behavior is tracked through video cameras, sensors and other research tools.
The article highlighted several examples of successful lab stores:
– Starbucks: The coffee giant has an internal lab at its global headquarters for agronomy research and development called Hacienda Alsacia. It offers hands-on learning opportunities for employees, students, researchers and industry leaders.
– Gap Brands: At its San Francisco headquarters, Gap has hybrid labs dedicated to testing new technologies across all its brands including Old Navy,
Banana Republic
and Athleta.
– 7-Eleven: In 2019,
the convenience store chain launched its “Evolution Store” concept which serves as an experiential testing location where customers can try out the latest products. Feedback from these locations helps shape product assortments and experiences.
As stated by JLL,”continuous test-and-learn solutions are essential for retailers to stay competitive.” By focusing on innovation that enhances consumer experiences through lab stores like these ones mentioned above will become increasingly important factors for success within retail industry moving forward into future years ahead .
