Retail Remix The Experience Equation: What Retailers Need to Get Right
Sep 8, 2025
In this insightful discussion, Melissa Gonzalez, Principal at MG2 and expert in experiential retail design, explores the evolution of consumer behavior, particularly among Gen Z. She debunks the myth of a monolithic Gen Z cohort, highlighting key differences across age groups. Melissa emphasizes the importance of co-creation and authenticity in brand identity. She also shares examples from brands like Coach and LEGO that illustrate effective strategies for creating memorable in-store experiences and adapting to fast-changing consumer demands.
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LEGO's Cross-Generational Play
- LEGO designs stores and experiences to work cross-generationally, pleasing kids and adults simultaneously.
- Melissa Gonzalez cites LEGO partnerships and hotels as examples of consistent brand resonance across ages.
Value Beyond Price
- Value is broader than price and includes belonging, purpose, and co-creation.
- Melissa Gonzalez argues brands that offer community and higher purpose create lasting customer value.
Gen Z Wants To Co-Create
- Over 70% of Gen Z want to co-create with brands across product, messaging, and design.
- Gonzalez warns this expectation will only grow with Gen Alpha's digital-native co-creation habits.