Why access just leapfrogged from #5 to #1 in retail design

Today's consumers want something new from their in-store experiences, and retailers that deliver can rebuild loyalty. With 81% of Gen Z and millennials switching brands in the past year alone, what matters most to winning them back? Accessibility—but not the way you might think.

According to JLL Design's new global study, "Shifting Priorities in Retail Design," accessible experiences have rocketed from the fifth most important consideration to #1 across all consumer segments, generations, and regions. The findings come from a global survey of 2,002 adults across 15 countries—from the U.S. to Panama, France to China and Australia—examining how the six dimensions of brand experience have evolved since JLL first identified them in 2018.

What the researchers found reveals a fundamental evolution in what "accessible" means. Beyond ease and convenience—which consumers now consider table stakes—the accessible dimension has expanded to encompass two seemingly divergent priorities: radical inclusivity and exclusive brand access. 

Here's what retailers need to know about this shift and how to design for it by embracing two complementary pillars.

Pillar 1: Welcoming everyone with ‘radical inclusivity’

More than a novel experience, consumers are voicing strong desire for in-store environments that foster a sense of belonging. Seventy-six percent of consumers agree that everyone should feel welcome regardless of background or budget, and 59% of younger consumers say brand content should feature realistic, relatable, and diverse people and images. 

"I would create spaces in which all people, regardless of their needs or budgets, feel included," shared one Spanish consumer in the survey. This demand for radical inclusivity—the first essential component of today's access formula—takes more than surface-level representation. It means designing spaces where all people feel genuinely comfortable and able to participate fully, whether that involves considerations for neurodiversity, physical mobility, family dynamics, or removing friction from the shopping journey itself.

Leading brands are already translating this principle into their physical spaces. Walmart, for example, introduced sensory-friendly hours each morning, creating calming environments with dimmed lights, silenced music, and static TV screens—design changes specifically for neurodivergent customers, including those with autism, ADHD, and sensory processing sensitivities. These environmental adjustments demonstrate how thoughtful modifications to lighting, sound, and visual stimulation can transform the shopping experience. 

Meanwhile, Starbucks Family Café in Osaka features stroller-accessible design, flexible seating configurations, and dedicated kids' activities that acknowledge families as a distinct audience with specific spatial needs. And in Portugal, the world's largest autonomous grocery store eliminates checkout friction entirely by using 1,600 cameras to track items in real-time—no app downloads or card tapping required—making the technology truly accessible to everyone regardless of digital literacy or device ownership.

These examples share a common thread: they remove barriers that might make certain customers feel unwelcome or unable to shop comfortably, proving that inclusive design benefits everyone while specifically addressing overlooked needs. The goal, ultimately, is frictionless fairness—convenience that democratizes access while still allowing for meaningful differentiation. 

But inclusivity is only half the equation.

Pillar 2: Rewarding loyalty with exclusive access 

The second pillar might seem at odds with inclusivity, but consumers see it differently. Exclusive access and VIP experiences that reward engaged customers appeals to 46% of global consumers, with that number jumping to 55% among younger shoppers. Perhaps more telling: half of all global consumers agree that "my loyalty deserves unique, personalized rewards—not just generic points."

Today's savvy consumers, particularly those who grew up with transparency in marketing mechanics, embrace a "what's-in-it-for-me" mentality. They're willing to give brands their valuable spend if the value proposition meets their threshold. Importantly, exclusive in this sense doesn’t mean exclusionary—it means expanding the definition of access by recognizing and rewarding commitment. 

Premium membership programs are evolving past traditional points as we speak. Costco's Executive VIP Hours, for instance, launched in September 2024 and allows premium members to shop during less crowded times—adding tangible value through a better in-store experience. American Express pioneered third-party airport lounge access for cardholders and has expanded to exclusive spaces at sporting events, music venues, and urban clubs, creating environments that feel special and earned. And Sam's Club combines frictionless Scan & Go technology with Plus member exclusive shopping hours, delivering both convenience and crowd-free efficiency.

These types of programs span categories from wholesale to athletic apparel, all united by a common approach: creating emotional connections alongside tangible benefits.

The brands winning today master both pillars simultaneously. They create spaces where everyone feels genuinely welcome while offering meaningful rewards to their most engaged customers. The ROI is undeniable: brands that intentionally design spaces, technology, and staff training with both inclusivity and exclusivity in mind are capturing new audiences, strengthening loyalty, and generating positive sentiment.

This formula—universal welcome plus personalized recognition—is exactly why accessibility has earned its #1 ranking. It's an equation that works because it honors both the collective and the individual, the democratic and the distinctive. 

For brands ready to lead, the mandate is clear: Make shopping feel effortless and equitable, where everyone belongs from the moment they walk through the door—and your most loyal customers know they're valued. Brands that master this new formula for accessibility won't just participate in retail's evolution—they'll define it.

Download the summary report of Shifting Priorities in Retail Design for more insight into global consumers' shifting priorities. For a deeper dive by insight, region, sector, generation, or format, contact JLL Design’s Emily Miller at emilya.miller@jll.com for a complimentary custom report.