Market Sector： 体验式零售

Research & Insights – January 2026

Young in Age, Mighty in Impact: Gen Alpha is Rewriting the Rules for Brands

Gen Alpha is ready to be taken seriously.

With the oldest among them just 14, they are already shaping how brands and stores show up, even without their own credit cards. They have more choice than any generation before them, and with fluency across smartphones, tablets, computers, digital worlds, virtual reality, and AI tools, they are quickly surpassing Gen Z and Millennials in their adaptability and expectations for ease and efficiency. They move naturally between digital and physical spaces, and their cultural and commercial influence is accelerating, making it essential to understand not only what they respond to today, but what they will expect from brands and retailers in the years ahead. This research explores how Gen Alpha first discovers brands, how they want to engage beyond a transaction, and why their ability to inspire and influence cross generational purchase decisions cannot be overlooked.

The full report is available for download at the bottom of this page. Take me there now!

What We Learned

Based on our findings, Gen Alpha consumers shared the following key insights on what matters most to them through in-store design and programming. Overall, they want to engage with brands meaningfully, take an active role in the shopping journey, and make their influence on household purchase decisions clear.

Co-Creation Collaboration

97% of Gen Alpha want to help brands make design decisions, from testing new products and informing product development to shaping the look and feel of store environments, showing a strong desire to be active members of the brand community.

Tactile Experiences

73% of Gen Alpha prefer shopping in-store to fully immerse themselves in a brand’s environment. They value hands-on test-and-try experiences that let them explore products, validate purchases, and connect with the brand on a deeper level.

Snack & Shop Offerings

3 in 4 Gen Alpha say in-store food and beverage offerings drive them to spend more time in the store. These experiences make shopping more enjoyable, encourage exploration, and provide social moments that strengthen their connection to the brand.

Exploration & Navigation

66% of Gen Alpha rely on clear in-store signage to guide their shopping journey, balancing predictability and discovery and reflecting the simplicity they have come to expect from their online engagement.

Cross-Generational Influence

70% of Gen Alpha report that adults in their lives often purchase items they suggest, supporting that they not only influence household buying decisions but are also shaping trends and brand loyalty across generations.

Three Personas Defined

39%, The Confidence Chooser

Defined as individuals who want to make their own decisions and prefer stores that help them stay focused. They shop with a clear sense of purpose and confidence.

39%, The Transition Tween

Defined as individuals who notice style and pay attention to whether a store treats them like real shoppers. They want to feel seen, valued, and not just viewed as an extension of their parents.

23%, The Expressive Explorer

Defined as individuals who want brands to recognize their interests and who they are becoming. They look for stores that reflect their personality and avoid labels that limit them.

Shaping the Future: How Gen Alpha’s Curiosity, Creativity, and Influence Redefine Brand Engagement

Gen Alpha may be the youngest consumers today, but their influence is already reshaping how brands and retailers think about engagement. This generation values autonomy, curiosity, and play, moving seamlessly between digital and physical worlds while expecting experiences that are clear, interactive, and meaningful. They seek hands-on exploration, personalization, and opportunities to contribute, driving deeper connections and shaping household purchase decisions across generations. Trust is earned through authenticity and visible action, not promises, and technology must enhance rather than distract from the brand experience. Stores that empower Gen Alpha to explore, test, and participate will win their attention and loyalty. By designing experiences that balance predictability with discovery, brands can cultivate lasting relevance with a generation whose impact is already being felt.

Interested in More? Download the Full Report!

Learn more about how MG2 Advisory can help you drive innovation and create deeper connections with consumers

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Building and Scaling: Winning in a Multichannel World

MG2 Principal Melissa Gonzalez will be speaking alongside Christiane Pendarvis of Pattern Beauty at NRF ’26 in NYC on Sunday, January 11th. Learn how to win in a multichannel world with insights into how retailers can effectively strategize by aligning teams, unifying data and inventory, and delivering consistent customer experiences.

Read the full article in NRF

The Power of the Pause: Why Slowing Down Fuels Stronger Leadership | Melissa Gonzalez

MG2 Principal and The Purpose Pivot author Melissa Gonzalez joined Bill Sherman on an episode of Thought Leadership Leverage to discuss how moments of pause can redefine leadership, and why vulnerability, intuition, and well-being are essential to building clarity, resilience, and purpose-driven careers.

Listen to the full episode in Thought Leadership Leverage

Creatives Shaking Up The Industry

Retail Design Institute honored MG2 Chief Creative Officer MJ Munsell with induction into the Retail Design Legion of Honor.

MJ is recognized for more than three decades of leadership in retail design, guiding award-winning project teams for brands including Nordstrom, Anthropologie, Victoria’s Secret, and Tommy Bahama.

Read more in Interior Design

Leading with Impact and Purpose

Melissa Gonzalez, MG2 Principal and founder of MG2 Advisory, joined Shelley E. Kohan on a recent episode of Retail Unwrapped, a weekly podcast from The Robin Report, to discuss her new book The Purpose Pivot.

Melissa shares how intuition can serve as unfiltered market intelligence, helping leaders identify misalignment between their role and their competitive advantage.

Listen to the full episode in The Robin Report

‘If You’re Not Growing And Changing …’: What Leaders Like Regency Centers Understand About Retail Success Today

MG2’s Chief Creative Officer MJ Munsell spoke with Bisnow’s John Krukowski about the ever evolving retail industry.

“’To create a retail center where people want to return, it’s important to develop a dynamic sense of place with dining experiences, entertainment, surprise and discovery, camaraderie and, of course, shopping,’ said Munsell.”

Read the full article in Bisnow

The Experience Equation: What Retailers Need to Get Right

In a recent episode of Retail Remix, MG2 Principal Melissa Gonzalez spoke with Nicole Silberstein to share why in-store experiences remain a powerful driver of connection and conversion, and how MG2’s latest research reveals Gen Z is coming to physical retail with clear purpose.

Listen to the full episode in Retail TouchPoints

New Insights into Gen Z and How Brands can Tap into Their Search for Connection

In a recent Inside Retail article, Editor Nicole Kirichanskaya discusses new insights about Gen Z from MG2 Advisory’s report, highlighting why it’s critical for retailers to understand their needs and preferences.

“As Melissa Gonzalez, principal of MG2, explained, ‘When brands position themselves as partners in these priorities rather than just sellers of products, they build relevance and trust that goes far beyond the checkout.’”

Read the full article in Inside Retail

迈向“物理数字化”：看看哪些方法有效，下一步是什么

In her recent Inside Retail article, MG2 Principal Melissa Gonzalez discusses the strategic blending of physical and digital experiences in retail.

“Retailers who want to build lasting relevance with this generation will need to rethink store design entirely, positioning stores not just as places to shop, but as spaces for creative interaction.”

Read the full article in Inside Retail

Research & Insights – July 2025

Z 世代正在进化：他们寻求意义、联系以及能够理解这些的品牌

How well do you understand Gen Z, today’s youngest adult consumer, whose age spans from 18 to 26?

Often treated as a single cohort, Gen Z actually contains two distinct inter-generational groups, each with its own priorities, behaviors, and expectations. The younger Gen Z is just entering adulthood, while the older is shaping careers, households, and long-term habits. Their views on value systems, societal impact, education, and identity are nuanced, and so are their relationships with brands and retailers. Making assumptions about this generation, or relying on outdated labels, can lead to missed opportunities, limiting both loyalty and revenue growth.

This report is designed to help brands and retailers stop generalizing and start making more informed decisions. By uncovering the differences within Gen Z, not just between them and other generations, we reveal clear opportunities to create authentic, in-store moments that build community and trust, inspire loyalty, and support long-term brand relevance.

The full report is available for download at the bottom of this page. Take me there now!

What We Learned

Based on our findings, Gen Z consumers shared the following key insights on how their values are reflected in the shopping experience and how they seek more meaningful in-store engagement with the brands they care about.

Aspirational Values

94% of Gen Z shop with their values in mind, such as authenticity, transparency, and humility, but often struggle to achieve this in-store, frequently trading ideals for price or convenience

Co-Creator Status

More than 70% of Gen Z want to engage with brands they love beyond content; they want to be co-creators and collaborators in the brand journey, including store design and product customization

Community Driven

3 out of 5 Gen Z shoppers say a leading reason for visiting a store is to experience the brand’s community and fulfill their desire for a greater sense of belonging

Cultural Awareness

60% of Gen Z want to see products or in-store visuals that reflect timely, relevant cultural moments, demonstrating a brand’s awareness of what matters to their lives

Sustainable Design

Nearly 50% of Gen Z say they trust a brand’s sustainability promise more when it is reflected in how the store itself is designed

Building Loyalty with Gen Z: How Attainable, Values-Driven Stores Win Their Trust and Engagement

To earn the attention, respect, and long-term loyalty of Gen Z, brands and retailers must move beyond preconceived notions and mere trend chasing and take the time to understand what truly drives this generation. Gen Z responds to brands that reflect their values and invite them into the process, not just as consumers but as collaborators. This means bringing purpose into the store through thoughtful design choices like sustainable materials and ethically sourced products, while offering spaces that foster connection, such as community lounges or co-creation hubs where their voices shape everything from product design to store layout. Nostalgia, artistry, and visual storytelling also resonate deeply with this generation, especially when paired with technology that enhances rather than distracts from the brand’s heritage and product education. In-store experiences should be a meaningful extension of Gen Z’s values: easier paths to sustainability, personalized creativity, and real community. When brands position themselves as partners in these priorities rather than just sellers of products, they build relevance and trust that goes far beyond the checkout.

Interested in More? Download the Full Report!

Take a look at our original report on how Gen Z are shaping the retail experience

Gen Z: A Deeper Look At 4 Key Personas And How They Are Shaping The In-store Experience

零售业的未来：人工智能、体验和感官设计如何重塑实体店

MG2 Principal Melissa Gonzalez was recently quoted in a Colliers Knowledge Leader article by Anjee Solanki on how intentional sensory design is shaping the future of retail.

“Sensory elements offer the highest return on experience (ROX) when integrated into physical retail environments. According to MG2’s Advisory Wellness Report, a Colliers Engineering & Design company, about 60% of respondents said sounds generated by physical events (like waves or rain) and natural lighting neutralized their anxieties and helped them feel calm. ‘Brands that can help them unplug and be present by creating community-driven environments–that’s another value proposition,’ shares Melissa Gonzalez, Principal and Founder of MG2 Advisory (now part of Colliers Engineering & Design).”

Read the full article in Colliers Knowledge Leader

Sorel Pop-up 荣获 Shop! 全球大奖

Shop! Association has announced its 2025 Global Award Winners. We’re proud that our design for SOREL’s Pop-Up in New York City has won for Specialty Store Concepts.

“The winners of the Shop! Global Awards represent the best of the best worldwide, setting the standard for excellence and innovation throughout the in-store experience,” said @Leo van de Polder, SMP MaRC, Global Development Director, Shop! Association.

Read more in Shop! Association

Sorel Pop-up: A Dazzling Design Tribute to the Caribou Silhouette.

GRAY Magazine has just announced it’s finalists for the 8th annual GRAY Awards and MG2’s design for SOREL’s New York City pop-up is among them.

SOREL partnered with MG2 to open a pop-up shop in Brooklyn’s Williamsburg neighborhood in 2023 to help drive awareness, customer engagement, sales, and marketing integration data for future strategies.

Read more in GRAY Magazine

通过设计实现饮食娱乐

MG2 Principal and Founder of MG2 Advisory Melissa Gonzales joined Anjee Solanki of Colliers on the Retail: Recorded podcast to discuss the evolution of eatertainment and findings from MG2 Advisory’s report.

Melissa shares her approach to balancing cost, flexibility, and storytelling to create spaces that foster connection, community, and memorable experiences.

Listen to the full podcast on Colliers’ website

VMSD 公布 2025 年设计师名单

We’re excited to announce that MG2 Designer Ryan Todys has been named one of VMSD’s 2025 Designer Dozen!

In discussing with VMSD Editor-in-Chief Carly Hagedon what he enjoys most about his position, Ryan said, “I love a good puzzle, and I really enjoy the space planning side of retail design. A perfect retail space is hard to come by, and many of the spaces I work with have challenging footprints or obstacles to work around. I enjoy the process of figuring out how to make interiors work and the rewarding feeling of getting all the different pieces to fit together.”

Read more in VMSD

Research & Insights – March 2025

What if EV Charging Environments Met Unreasonable Hospitality?

As the EV market continues to grow, so do the expectations for charging stations, which are evolving into essential parts of the expanding EV ecosystem. Today’s consumers, whether current owners or prospective owners, seek more than just convenience; they desire seamless technology, welcoming spaces, and amenities that align with their values and lifestyles. A thoughtful, inviting atmosphere rooted in the principles of unreasonable hospitality can transform an otherwise transactional charging stop into a memorable experience, one that exceeds expectations and fosters connections beyond utility. As needs vary across locations and user types, charging stations must deliver both efficiency and satisfaction. This exploration looks at how these spaces can adapt to meet evolving demands and expectations, uncovering opportunities to design environments that are both functional and engaging.

The full report is available for download at the bottom of this page. Take me there now!

What We Learned

According to our study, discover how consumer personas and their experiences with and expectations of EV charging environments can inform which service offerings and enhanced features would provide the most value and greater consumer satisfaction.

The Speed Seeker

Charging is a race against time – it should be fast, seamless, and hassle-free. And loyalty perks such as priority access make it even better.

The Comfort Cruiser

Charging is a break from the chaos of the day – it should be calming and stress-free. And the environment featuring creature comforts is vital to unwind.

The Destination Dweller

Charging is just the start – it should be an immersive experience with food and entertainment. And the additional services and amenities do not go unchecked.

EV Charging’s Future: Going the Extra Mile to Keep Core Users and Attract New

As EV charging environments evolve, the future of these spaces lies in creating a holistic, hospitable experience that caters to both the need for convenience and the desire for engagement. While consumers expect basic amenities like Wi-Fi, phone charging ports, and clean restrooms, the true magic happens when these spaces go beyond the expected. Surprising and delighting visitors with thoughtful offerings, such as locally sourced coffee, community-driven programming, and seamless technology for effortless navigation and charging, fosters a deeper connection with the space. These features not only enhance the experience but also celebrate local culture and design, creating an environment that feels both familiar and refreshing. Additionally, interior designs that inspire through educational elements and a sense of calm offer a retreat-like atmosphere, balancing functionality with serenity. EV brands must remember that some consumers seek efficiency, eager to charge and go, while others want to linger and immerse themselves in the experience. The key to success is providing a space that caters to both, offering convenience for those on the move and engagement for those who want to enjoy the journey, along with a mix of formats in your real estate portfolio to ensure versatility and appeal to a diverse audience. By thoughtfully designing these elements, EV charging stations can become not just functional pit stops, but destinations that inspire brand loyalty and trust for years to come.

Interested in More? Download the Full Report!

Mercedes-Benz EV Charging Hub

MG2 is driving the future of EV and automotive infrastructure.

Explore our EV & Automotive expertise

快闪店展现其多功能性：产品首发、活动搭配和实地测试

Retail TouchPoints’ recently published article, “Pop-Ups Prove Their Versatility: Product Debuts, Event Tie-Ins, and On-the-Ground Testing,” features Kizik’s NYC pop-up, designed by MG2. The experiential pop-up on Greene Street in New York’s SoHo neighborhood introduced the brand for the first time to a New York audience—consumers, traditional media, and influencers. The pop-up proved so popular it remained open for five weeks longer than anticipated.

“Retailers also use pop-ups as testing grounds for permanent brick-and-mortar locations, as Kizik and design firm MG2 did with the retailer’s NYC pop-up in 2024,” wrote Retail Touchpoints Editor Adam Blair. “The original pop-up proved so popular that Kizik extended its original operating dates while the brand planned two permanent shops — one in King of Prussia, Pa. and the other in the Mall of America.”

Read more in Retail TouchPoints

Blank Street Coffee 会成为下一个星巴克吗？

MG2 Principal Melissa Gonzalez spoke with Inside Retail’s Editor Nicole Kirichanskaya on the new and upcoming brand, Blank Street Coffee.

“As the MG2 Principal told Inside Retail, ‘The brand’s minimalist aesthetic and trendy beverage options, such as the matcha-based drinks and seasonal cold brews, contribute to the company’s cult-like following and viral content moments.'”

Read more at Inside Retail

商店设计：经受住时间考验的元素

Chain Store Age featured MG2 Principal Melissa Gonzalez in their cover story “Store Design: Elements That Have Stood the Test of Time” by Connie Robbins Gentry.

Here’s a portion of the article with Gonzalez discussing window displays and flooring:

“‘Retailers are being a lot more creative with the storytelling they’re doing in the window display,’ she said adding that some windows are now designed for an Instagram moment or a TikTok share. Flooring is another way that retailers ‘guide the journey’ for their customers, according to Gonzalez. There are the obvious functional considerations to flooring, but equally important is the aesthetic aspect — choosing the right woods, the right colors, the right patterns.”

Read more on page 12 in Chain Store Age

Research & Insights – March 2025

The Experience Equation: How QSR & Fast Casual Can Redefine Dining

Blending Speed, Design, and Innovation to Build Loyalty

Consumer expectations for QSR and Fast Casual Dining have expanded beyond just speed and affordability. Today, diners seek immersive brand experiences that combine personalization, efficiency, and community. To stay competitive, QSR and Fast Casual brands must rethink their spaces as hubs for meaningful interactions that foster loyalty and enhance brand identity. While advancements like digital ordering and streamlined operations have boosted convenience, the deeper opportunity lies in designing environments that seamlessly integrate speed, authenticity, and modern appeal. Our investigation aimed to uncover innovative strategies that redefine QSR and Fast Casual Dining, creating memorable brand experiences that captivate consumers for years to come.

The full report is available for download at the bottom of this page. Take me there now!

What We Learned

Per our study, our respondents shared the following key insights as it relates to their experience with and expectations of QSR and Fast Casual dining environments, and which service offerings and elevated features would deliver the most value and greater consumer satisfaction:

Sensorial Details

Nearly 60% of all respondents stated warm and inviting lighting or overall atmosphere ambiance fuels a sense of comfort and memorability

Premium Features

1 out of 2 respondents desire open kitchens with visible food preparation areas, adding an element of theatre and confidence when it comes to cleanliness and freshness of the food

Supportive Technology

Nearly 55% of all respondents find mobile apps for digital loyalty programs and order/pay ahead capabilities to be tied for the technology that delivers on value

Innovative Formats

Roughly 80% of all respondents are interested in experiencing mobile kitchens or food trucks, as well as experiential kitchens that feature immersive brand environments and themed decor

Personalized Offerings

More than 50% of all respondents find personalized promotions that reflect an individual’s preferences, including previous orders, to be a leading driver of loyalty and establishes a greater sense of brand affinity

Going Beyond the Meal: Elevating Quick Service and Fast Casual Dining Through Design, Innovation, and Community

The future of QSR and Fast Casual dining goes beyond just quality, speed, and convenience; it’s about crafting environments that engage, inspire, and connect with consumers on a deeper level. While efficiency remains paramount, today’s consumers seek more than just a quick bite; they crave experiences that blend quality food with thoughtful design, innovative technology, and meaningful brand interactions. Aesthetic appeal plays a crucial role in shaping perceptions, with warm lighting, open kitchens, and hybrid dining spaces enhancing ambiance and fostering a sense of community. Meanwhile, strategic promotions and partnerships, whether through collaborations with local farmers, artists, or influencers, further elevate brand identity, creating a sense of belonging and excitement. Limited-time menus, pop-ups, and gamified ordering add an element of surprise and delight, keeping customers engaged and eager to return. By balancing functionality with creativity, QSR and Fast Casual brands can transform routine dining into something memorable, ensuring they meet, and even exceed, evolving consumer expectations.

Interested in More? Download the Full Report!

MG2 creates unforgettable culinary experiences that engage the senses.

Explore our Food & Beverage expertise

2025年重塑零售扩张的趋势

Forbes Contributor Brin Snelling interviewed Principal and Founder of MG2 Advisory Melissa Gonzalez on the trends reshaping retail.

“There’s a shift to smaller in general – smaller formats, shorter leases, more agile environments,” shared Gonzalez, adding, “What is the point of the store? It’s not about inventory now, especially as consumers are getting more and more comfortable shopping online.”

Read more in Frobes

执行行动项目：成功开店的关键步骤

Glossy’s newest Executive Action Items series featured MG2 Principal and Founder of MG2 Advisory Melissa Gonzalez, who shared her expertise on digital native brands.

Read more in Glossy

SOREL Pop-up Named One of Interior Design’s 2024 Best of Year Awards Honorees

的 SOREL pop-up has been named one of Interior Design’s 2024 Best of Year Awards Honorees.

Interior Design’s 19th annual Best of Year Awards celebrate outstanding projects and products across the design industry. Winners were revealed by Editor-in-Chief Cindy Allen during a vibrant ceremony in Manhattan on December 12. But the celebration doesn’t stop there! Discover who earned top honors in each category, and raise a glass to another year of bold, inspiring design.

Read more in Interior Design