What's Inside

In our BEST at Retail series, Coresight Research examines how brands employ the elements of the BEST framework in their online and offline stores. Coresight Research relaunched our proprietary BEST framework in 2022, helping retailers rethink their approach to retail via brand building, experiences, service and technology integration with a consumer-centric approach to online and in-store retail.

In this report, we offer strategies that companies can adopt to create engaging in-store experiences. We also examine how three iconic retailers—Adidas, Five Below and Nordstrom—maximize experiential shopping in their stores, offering insights from store visits completed in July 2023.

Data in this report include:

• Proprietary survey data on what in-store experience US consumers want, overall and broken down by age group

Companies mentioned in this report include: Adidas, Bloomingdale’s, Express, Five Below, Nordstrom, Samaritaine, Trader Joe’s

Other relevant research:

• BEST Framework—A New Era in Retail Excellence
• BEST at Retail: Brand Building—Storytelling Drives In-Person Store Visits
• Analyzing the US Home and Home-Improvement Sector Through the Lens of the BEST Framework
• Our coverage of physical retail