Shifting priorities in retail design

Global consumers are redefining which dimensions of brand experience are critical in 2025

In 2018, JLL Design developed the 6 Dimensions of Brand Experience, a framework that details six fundamental criteria that retail brands should use to evaluate and optimize customer experience. Seven years later, we revisited this framework to understand how dramatic shifts in consumer attitudes and behaviors have reshaped retail priorities worldwide.

Our comprehensive global study reveals striking changes: the Accessible dimension has surged to consumers’ number-one priority, while the Meaningful dimension has dropped from third to sixth. Advancements in technology over the last 7 years have also not eliminatedconsumers’ desire for the Human dimension – still a fundamental desire in 2025.

The research uncovers five key insights transforming retail design:

• New experience imperative: Consumers now prioritize efficiency over traditional "experiential" retail

• Enduring impact of human soul: Despite digital advancement, human connection remains the third most important dimension

• The relevancy advantage: Customization drives competitive advantage in high-touch sectors

• A formula for access: Accessibility now encompasses both radical inclusivity and exclusive experiences

• Quiet power of purpose: Brand values matter, but physical stores aren't the primary channel for meaningful messaging

Download the report for further insights
 

• Explore data from our 15-country consumer survey​
• Understand how priorities differ across generations, regions, and retail sectors
• Discover actionable strategies for optimizing your brand's physical experiences