这是我们双方合作开发的成果 咨询 与设计团队合作，该理念将行为洞察转化为完整的顾客旅程，涵盖从顾客到达超市到结账的整个过程。它既支持快速高效的购物，也支持更具探索性的购物体验，拥有直观的布局、灵活的区域划分以及一个专注于透明化预制食品体验的中央“广场”。该超市的设计旨在反映并适应当地社区，融合了场所营造、技术和人际互动，打造出一个既实用又引人入胜的购物环境。
抵达体验直观便捷，流程简化流畅，社区融入其中。新鲜至上，高科技垂直农业技术得以充分发挥。行动顺畅无阻，导航清晰明了，信息传递个性化。一个反映其所在社区特色的市场，为顾客带来沉浸式体验。便捷性与品质兼顾，机器人确保高效运作，厨师们则倾力打造美食盛宴。最后一刻与最初时刻一样令人难忘——融入社区，享受流畅的自动化体验。
请查看我们近期发布的关于超市设计趋势的报告：
他们当中年龄最大的也只有14岁，即便没有自己的信用卡，他们也已经开始影响品牌和商店的呈现方式。他们比以往任何一代人都拥有更多选择，并且熟练掌握智能手机、平板电脑、电脑、数字世界、虚拟现实和人工智能工具，在适应能力以及对便捷性和效率的期望方面，他们正迅速超越Z世代和千禧一代。他们能够自然地穿梭于数字空间和实体空间之间，他们的文化和商业影响力正在加速增长，因此，了解他们当下的喜好以及未来几年他们对品牌和零售商的期望至关重要。本研究探讨了阿尔法世代如何首次发现品牌，他们希望在交易之外如何与品牌互动，以及为什么他们能够激发和影响跨世代的购买决策，不容忽视。
完整报告可在本页底部下载。 现在就带我去那里！
根据我们的调查结果，Alpha世代消费者分享了以下关于店内设计和活动策划方面他们最关注的关键见解。总体而言，他们希望与品牌进行有意义的互动，积极参与购物过程，并明确表达他们对家庭购买决策的影响力。
97% 阿尔法世代 希望帮助品牌做出设计决策从测试新产品、为产品开发提供信息，到塑造商店环境的外观和感觉，都表现出强烈的成为品牌社区积极成员的愿望。
73% 阿尔法世代 他们更喜欢在实体店购物，以便完全沉浸其中。 在品牌环境中，他们重视亲身试用体验，这让他们能够探索产品、验证购买决定，并与品牌建立更深层次的联系。
3/4 阿尔法世代 例如店内食品和饮料供应 促使顾客在店内停留更长时间。这些体验让购物更愉快，鼓励探索，并提供社交机会，从而加强顾客与品牌的联系。
66% 阿尔法世代 依靠清晰的店内标牌 引导他们的购物之旅，兼顾可预测性和探索性，并体现他们对在线互动所期望的简单便捷。
70% 阿尔法世代报告称，他们生活中的成年人 经常购买他们推荐的商品这表明，它们不仅影响家庭的购买决策，而且还在塑造跨世代的潮流和品牌忠诚度。
这类人喜欢自主决策，并且偏爱能帮助他们保持专注的商店。他们购物时目标明确，充满自信。
这些人注重时尚，并且会关注商店是否把他们当作真正的顾客对待。他们希望感到被关注、被重视，而不是仅仅被视为父母的延伸。
这类人群希望品牌能够认可他们的兴趣和发展方向。他们寻找能够体现自身个性的店铺，并避免那些限制他们的品牌。
阿尔法世代或许是当今最年轻的消费者群体，但他们的影响力正在重塑品牌和零售商对互动方式的思考。这一代人重视自主性、好奇心和玩乐精神，他们能够自如地穿梭于数字世界和现实世界之间，并期待清晰、互动且有意义的体验。他们渴望亲身探索、个性化体验和参与机会，从而建立更深层次的联系，并影响着不同世代的家庭购买决策。信任源于真实性和可见的行动，而非空洞的承诺；科技必须提升而非分散品牌体验。能够赋予阿尔法世代探索、体验和参与机会的商店，将赢得他们的关注和忠诚。通过设计兼顾可预测性和探索性的体验，品牌可以与这一已经产生深远影响的世代建立持久的联系。
MG2 首席顾问兼 MG2 Advisory 创始人 Melissa Gonzalez 最近做客 The Robin Report 的每周播客节目 Retail Unwrapped，与 Shelley E. Kohan 讨论了她的新书《目标转型》。
梅丽莎分享了直觉如何作为未经筛选的市场情报，帮助领导者发现自身角色与竞争优势之间的不匹配之处。
消费者购物更加快捷高效，他们会将线上和线下触点融合起来，并根据预算、时间和生活方式的变化调整购买内容。与此同时，杂货商面临着不断上涨的劳动力成本和运营需求的压力，他们通常会转向自动化和技术来跟上步伐。但仅仅提高效率是不够的。如今的消费者对价值的定义不再仅仅局限于价格或速度，而是取决于商店的易用性、与自身生活的关联程度，以及能否在购物过程中带来惊喜。他们想要的是一个既能快速响应，又能体现个性化、本地化且值得再次光顾的空间。在本报告中，我们将探讨杂货零售商如何改进其实体环境，从而更好地支持便捷购物、探索发现和有意义的互动，同时提供基于日常行为的真正价值。
完整报告可在本页底部下载。 现在就带我去那里！
他们将效率置于探索之上，追求直观的布局和流畅的服务，尊重他们的时间和目标。
这些人既重视氛围又重视商品种类，他们喜欢精心挑选的商品、引人注目的设计以及能够提升整体体验的设施。
这类人注重的不仅仅是交易本身，他们会被那些表达清晰价值观和文化意识的品牌所吸引。
这些人将预制食品视为重点，他们会寻找能够提供令人兴奋且便捷的膳食解决方案的杂货店。
购物不仅仅是一笔交易，它反映了人们的生活方式、价值观以及他们希望停留的环境。价格和便利性固然重要，但如今已成为基本要素。真正让一家商店脱颖而出的，是它如何将效率与有意义的体验完美融合，并清晰地展现出与消费者生活方式的关联性。清晰的标识、直观的布局、本地合作关系以及智能技术等设计元素，并非只是锦上添花，它们会积极地影响消费者对品牌的体验和记忆。为了保持竞争力并建立客户忠诚度，杂货商必须采取整体性的店内体验策略。以下要点将着重阐述消费者期望的发展方向，以及零售商如何通过清晰的愿景、专注的定位和切实可行的创新来满足这些期望。
在最近一期的《零售重塑》节目中，MG2 的负责人 Melissa Gonzalez 与 Nicole Silberstein 进行了对话，分享了为什么店内体验仍然是建立联系和促进转化的强大驱动力，以及 MG2 的最新研究如何揭示 Z 世代带着明确的目的走进实体零售店。
在最近一篇《建筑设计与施工》杂志的文章中，执行主编奎因·珀塞尔探讨了娱乐中心如何将人们聚集在一起，并重点介绍了 MG2 Advisory 关于餐饮娱乐的报告中的一些见解。
《为了刺激：迎合所有人的餐饮娱乐体验》一文指出，成功的餐饮娱乐场所都秉持着热情好客的理念。消费者重视多元化的用餐体验，从堂食到自助餐应有尽有。
在最近一篇 Inside Retail 的文章中，编辑 Nicole Kirichanskaya 讨论了 MG2 Advisory 报告中关于 Z 世代的新见解，强调了零售商了解他们的需求和偏好的重要性。
正如MG2公司负责人梅丽莎·冈萨雷斯解释的那样，“当品牌将自己定位为这些优先事项的合作伙伴，而不仅仅是产品销售商时，它们就能建立起远超结账环节的相关性和信任度。”
Glossy 的 Emily Jensen 重点介绍了 MG2 Advisory 的 Z 世代报告，以及实体店购物的回归，并强调了店员在建立客户忠诚度方面发挥的关键作用。
“根据建筑设计公司 MG2 发布的 2025 年 6 月 Z 世代消费者行为数据，五分之二的 Z 世代消费者在 2025 年主要或完全在实体店购物，而 2023 年这一比例为三分之一。此外，38% 的 Z 世代消费者表示，如果能感受到员工的关怀或欢迎，他们会更有品牌忠诚度。”
《地板覆盖周刊》的莎伦·伯纳德在《消费者特刊》中撰写了关于 Z 世代及其购物方式的文章。
MG2 Advisory 的一项研究表明，逐年数据显示，Z 世代越来越倾向于在实体店购物，到 2025 年，五分之二的 Z 世代将主要或完全在实体店购物，而 2023 年这一比例为三分之一。
MG2 负责人 Melissa Gonzalez 在最近发表于 Inside Retail 的文章中探讨了零售业中实体体验和数字体验的战略融合。
“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.”
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.
完整报告可在本页底部下载。 现在就带我去那里！
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.
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
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
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
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
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
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.
In a recent episode of Retail Refined, MG2 Principal Melissa Gonzalez sits down with Elery Pfeffer, CEO and Founder of Nift, to unpack the role of commerce media and personalized gifting in the evolving retail landscape.
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).”
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.
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.
完整报告可在本页底部下载。 现在就带我去那里！
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.
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.
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.
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.
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.
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.”
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.
完整报告可在本页底部下载。 现在就带我去那里！
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:
Nearly 60% of all respondents stated warm and inviting lighting or overall atmosphere ambiance fuels a sense of comfort and memorability
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
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
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
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
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.
MG2 ranks #4 in Building Design + Construction’s Top 140 Retail Architecture Firms for 2024 list.
Today’s beauty landscape is a diverse one, especially as it relates to varying generational preferences. The oldest Gen Alpha consumer may only be 14 years old however in 2023 they drove nearly $4.7 billion on beauty purchases, outspending every other demographic.* And while it is important for brands and retailers to identify strategic ways to engage and connect with this young consumer in-store, it is of equal importance that Gen Z, Millennials, Gen X, and Boomer consumers do not feel alienated, undervalued or underserved, especially considering their collective spending power. In our investigation, we took a deeper dive into understanding these cross-generational beauty consumer behaviors and preferences to reveal future-forward store design and programming opportunities that encompass a holistic lens around the diversity of today’s consumer, the affinities and differences around new routes to discovery, as well as drivers to in-store engagement and customer loyalty.
*AYTM 2024
The full report is available for download at the bottom of this preview. 现在就带我去那里！
Per our investigation, our respondents shared the following key insights as it relates to their experience with and their perception of women’s beauty environments, and which offerings and touchpoints in-store would deliver the most value:
MORE THAN HALF of all respondents indicated it is of equal importance to be both educated and inspired when shopping in-store, rather than one over the other
NEARLY 70% of all respondents desire the ability to freely touch products and styling tools in-store, with 51% desiring a test/try experimentation bar for this very purpose
#1 for all respondents is a desire for regimen-based merchandising year-over-year (e.g. face, skin, hair)
MORE THAN 60% of all respondents are interested in beauty product and packaging recycling receptacles being featured in-store
3 OUT OF 5 respondents find skin scan or makeup mirrors for personalized product recommendations and education to be a value driver to the shopping experience
The beauty landscape is an increasingly competitive one, and from Gen Alpha to Boomers, consumers are doing their best to keep up with the latest social media trends while identifying which brands and products will best support their individual needs along their beauty journey. In-store, product education, and inspiration are table stakes. Consumers are eager to learn and discover in an environment that prioritizes a sense of empowerment and play, giving them the freedom to test products at their leisure. They also value informative displays and visuals, both digital and physical, as a means to learn and discover. When it comes to merchandising, consumers value a convenient and efficient shopping experience, desiring regimen-based planning at the shelf to help them find an effective solution quickly. Consumers of all ages are intrigued by emerging trends, such as clean beauty and inclusive beauty, and they value product and peer recommendations in-store to help inform their purchase-making decisions. In exchange for their loyalty and repeat spending, beauty consumers want rewards programs that are points-driven and result in perks such as free shipping, gifts, and exclusive events. Most importantly, as beauty consumers face new life changes, they want the brands they have come to trust to continue to be there for them while giving them the opportunity to explore something new. No matter their age or where they are on their beauty journey, consumers are ever-changing, and they expect brands to evolve and adapt with them.
With more customers focused on value and scarcer real estate, brands and retailers are rethinking their holiday pop-up strategies.
Melissa Gonzalez, principal of Seattle-based architecture and design firm MG2, said she has also noticed fewer brands pursuing pop-ups. For the ones that do, the companies are focused on really getting the best bang for their buck.
“For brands that are targeting holiday pop-ups, it’s just really important — probably even more so than other times of the year — that they’re really understanding the unique value proposition because it is such a competitive time,” Gonzalez said. “The consumer’s mindset is so much more around holiday deals, and there’s already brands that they know and have relationships with, so what are you going to do to entice with something special, something unique?”
MG2 has been named the #2 firm in Puget Sound Business Journal’s list of the Largest Architecture Firms in the Seattle Area.
随着整体健康理念在社会中扎根，营销人员正在探索与顾客沟通的新方式，以促进健康。“从生活方式的角度来看，品牌可以做出各种各样的承诺，” MG2 负责人梅丽莎·冈萨雷斯 (Melissa Gonzalez) 说道。 “它可以是任何东西，从新产品到美容部门的部分，从健康的角度解释其好处，再到对环境问题的认识。”
“2024 年 1 月 整体健康报告 从 MG2 公告 该集团探索营销人员如何利用其所认为的下一个健康前沿：零售店。报告指出：“通过以健康的视角评估传统的店铺设计元素，品牌有机会打造更全面的环境，而不仅仅是物质层面，并兼顾认知、情感和精神健康属性。”
Recently highlighted in Retail TouchPoints by Editor Adam Blair, 为了刺激：满足所有人的餐饮娱乐体验 dives into the key drivers of a successful eatertainment venue.
“There’s a reason that ‘eat’ comes first in ‘eatertainment.’ ‘People want to have a one-stop destination, and if you can do that successfully, you’ll earn more of their time and wallet,’ said Melissa Gonzalez.”
Hear from Russ Hazzard, President of MG2, in his Q&A with The Zweig Letter Correspondent, Liisa Andreassen.
“Hazzard first joined MG2 in 1993. He says that they’re always looking to grow their shareholder base and to bring younger contributors into the fold – people who want to grow the company and take over when the old guard retires.
“‘It will be exciting to watch as the next generation leads the firm and the industry into the future,’ he says.” Find the full interview in the link here:
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