Retail’s rude awakening: Consumers ask for efficiency first, experience second

Retailers have invested billions creating Instagram-worthy experiences to win over consumers—but could those efforts be better targeted? In certain retail formats, especially those designed to deliver speed and ease, the answer is yes. JLL Design's latest research reveals consumers often value efficiency over experience, a sentiment that cuts across not only store formats but different sectors of retail and regions of the world. This new insight serves as a wake-up call for retailers who've spent years defining, redefining, and doubling down on "experiential retail."

The study, Shifting Priorities in Retail Design, which surveyed 2,002 adults across 15 countries, shows how consumer preferences have changed in the last six years. One major takeaway: Fifty-three percent of global consumers agree their primary goal is to “get what I need efficiently, even if it means less brand experience.”

In 2025, “Intuitive” is the second most important dimension of brand experience, while “Immersive” falls to fifth. More than half of consumers say “finding what I need in a store should be so intuitive it feels automatic.” The message is clear: clarity and efficiency are table stakes.

Brands embracing this sensory-first mindset are already seeing results. At Uniqlo, scaled-back digital displays and renewed focus on fabric touch stations and premium lighting led to increased conversion and a boost in satisfaction. Customers spend more time engaging with the brand’s clothing products and less time navigating distractions.

Similarly, Trader Joe’s has long thrived without screens and apps, instead prioritizing empowered staff and streamlined store layouts. This focus on ease and personal connection earns it the highest satisfaction scores in grocery retail and sales per square foot, roughly double the industry average.

Even in premium retail, sensory-rich design outperforms digital spectacle. Tecovas’ flagship store in Austin immerses customers in its Western heritage through leather seating, boot-polishing stations, whiskey at checkout, and a custom branding iron for personalizing each pair of boots. There’s no tech in sight—just a highly tactile space that keeps customers coming back.

At this inflection point for “experiential retail,” retailers’ design strategies should follow a new hierarchy of spend—shifting priorities from attention-grabbing spectacles to renewed focus on what makes brick-and-mortar valuable in an e-commerce-driven world: tactility, sensory engagement, and clear flow.