BEST at Retail: Brand Building—Storytelling Drives In-Person Store Visits

What's Inside

This is the first report in our new BEST at Retail series, where 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 explore the actions that companies can take to build stronger brands—under the first component of our BEST framework for retail excellence. We also examine how three iconic brands maximize brand building in their stores, offering insights from recent in-store visits.

Companies mentioned in this research report include: Five Below, Harrods, Harry Potter, Lego, Macy’s, Nordstrom, Ralph Lauren and Walgreens

Other relevant research:

• BEST Framework—A New Era in Retail Excellence
• Inside Gap Inc.’s Lab Stores: Observations Through the Lens of the BEST Framework
• Retail Around the World: Coresight Research Observations, March 2023
• Our coverage of physical retail