Reading · The Experience Report

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Hi friends,

For decades, we’ve watched online shopping chip away at brick and mortar.

Some stores disappeared. Some adapted. Some held on out of desperation.

But the ones getting attention now aren’t competing on convenience.

They’re competing on experience.

Because shopping has always been about more than efficiency. It’s about discovery. Connection. A feeling we can’t get from a screen.

The brands fueling the rise of experiential retail aren’t treating physical space as a sales channel.

They’re treating it as a relationship builder.

In this week’s issue, you’ll see that mindset in action.

Legacy brands stepping back into physical retail with intention. Younger audiences craving participation, not just products. Retail spilling into culture and community in ways that feel less transactional and more human.

What excites me most is seeing brands get personal again. Not chasing metrics, but building relationships. Not optimizing for clicks, but designing for engagement.

As experiential continues to influence every sector, retail may be one of the most fascinating places to watch.

Part comeback. Part evolution. Fully inspiring.

- Eric

Have a retail experience or brand activation in the works?
Grab a time on my calendar and let’s talk strategy.

Experiential retail isn’t one format. It’s an entire ecosystem of ways to engage customers in person. This look at Bridgewater’s work with Nike shows just how expansive that can be, from store environments to pop-ups, events, and multi-city launches. The brands leading the way aren’t thinking in silos. They’re building connected experiences across every touchpoint.

First-Disney-Store-in-Gelndale-Galleria-Photo-courtesy-of-D23 — Image: First Disney Store in Glendale Galleria, courtesy of D23

Disney is Bringing Retail Stores Back

Disney is bringing back a version of its retail stores, and it feels like more than nostalgia. The original magic was never about buying merch, it was about stepping into the brand between park visits. These pop-ups lean back into that idea with immersive moments and in-store rituals. If Disney sees opportunity in experiential retail again, it’s time to pay attention.

Attractions Magazine →

What Gen Z Really Wants From Retail

If you want to know where retail is headed, this is a useful lens. A study of retail trends in Shanghai and Singapore offers a clear takeaway: Gen Z is looking for engaging experiences, not just places to shop. Think art, culture, co-creation, and environments built for sharing. The purchase is almost secondary. The next generation expects to participate, not just browse.

BeautyMatter →

the home depot_ncaa 2026_marchmadness_eventmarketer_2 copy — Image: The Home Depot

March Madness Brings Retail to the People

Some of the most interesting retail moments are not happening in stores at all. March Madness turned cities into branded playgrounds, with courts, lounges, customization stations, and live moments that pull fans in. It is retail thinking applied to live environments. For brands, the question is no longer where the store is, but where the audience already is.

Event Marketer →

Granddaughter playing with wooden block and granddad watching — Image: Getty

How “Kidults” are Fueling Experiential Retail

This one puts words to something a lot of us are seeing. People aren’t just buying products, they’re buying into identity and community. “Kidults” are behind a surge in retail for a number of reasons, including the desire to participate and belong. As a result, retail spaces are becoming places to connect, create, and share.

Forbes →

On the other end of the spectrum from experiential retail is the fully automated, AI-managed store. A fascinating experiment retail operators will want to track. An AI making decisions on everything from product selection to pricing to hiring. But as brands invest more in human-centered, experience-driven retail, it raises a bigger question. Is this what consumers really want?