Retail design is undergoing a significant transformation, moving beyond aesthetics to prioritize operational efficiency and enhanced customer engagement, a new report from commercial real estate/investment management company JLL finds.
Here’s how the firm came to that conclusion: In 2018, its JLL Design unit developed what it called the 6 Dimensions of Brand Experience, a framework that details the fundamental criteria that retail brands should use to evaluate and optimize customer experience. Seven years later, the company revisited this framework to understand how dramatic shifts in consumer attitudes and behaviors have reshaped retail priorities worldwide.
“Our comprehensive global study reveals striking changes: the Accessible dimension has surged to consumers’ number-one priority, while the Meaningful dimension has dropped from third to sixth,” the report finds. “Advancements in technology over the last 7 years have also not eliminated consumers’ desire for the Human dimension – it’s still a fundamental desire in 2025.”
The research uncovered five key insights transforming retail design:
- A new experience imperative: Consumers now prioritize efficiency over traditional “experiential” retail.
- The enduring impact of human soul: Despite digital advancement, human connection remains the third most important dimension.
- The relevancy advantage: Customization drives competitive advantage in high-touch sectors.
- A formula for access: Such access must be convenient and rewarding, encompassing both radical inclusivity and exclusive experiences
- The quiet power of purpose: Brand values matter, but physical stores aren’t the primary channel for meaningful messaging.
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