Robbie Thain
Founder, CEO
AI-generated illustrative image. Not an official campaign image.
Major retailers are redesigning physical stores to prioritize hands-on product testing. Learn how brands must adapt field marketing and staffing to drive ROI.
On September 28, 2026, industry reporting detailed five major store concepts launched during the year that fundamentally change retail floorplans. The reporting documented physical store updates from Target, Best Buy, Michaels, Dick’s Sporting Goods and Foot Locker. Retailers introduced new layouts across multiple sectors over the summer and fall. These sectors include beauty, consumer technology, crafts, licensed apparel and sport. These strategic rollouts focus heavily on dedicated staffing, product testing and structured interaction environments. For consumer brands fighting for attention, this marks a clear departure from standard merchandising strategies. Retailers are actively choosing to dedicate expensive square footage to analog experiences rather than maximizing passive inventory space.
From a strict operational perspective, these retailers dismantled passive aisles to build structured demonstration zones. Target opened its Beauty Studio concept in about 600 stores in September. This move occurred after the retailer ended its Ulta Beauty partnership in August. The layout introduces more than 1,600 products from 90 brands. It features select product testing, trial sizes and dedicated beauty advisers. Best Buy took a similar staffing approach by rolling out Meta Lab spaces to 50 stores over the summer. Shoppers in those locations receive product demonstrations, smart glasses try-ons and dedicated Meta sales specialist support.
Michaels debuted an experiential format in three locations as of August. The retailer operates these spaces in Easton, Ohio, Irving, Texas and Rogers, Arkansas. By dividing the store footprint into nine distinct shopping worlds, Michaels uses product vignettes to showcase items and projects. Industry reporting indicated that Michaels planned to bring elements of this format to all stores eventually.
Dick’s Sporting Goods and Lids launched a shop-in-shop concept focused on licensed headwear across nearly 50 stores in June. The two companies coordinated closely on associate training and visual merchandising to guide shopper attention. The reporting noted plans to expand this layout to more than 100 locations by the end of summer. This represents a significant capital investment in physical presentation over traditional shelf stocking. Finally, Foot Locker and Nike introduced The Crenshaw Rec in summer 2026. This hyperlocal space includes an equipment room, open gym, creative workspaces and a resource center. Foot Locker developed the facility with local vendors, Crenshaw High School and The Marathon Brand. Designer Gavin Mathieu also collaborated on the project to ensure the layout functioned properly for neighborhood programming.
Our team views these shifts as a massive opportunity for brands willing to invest in execution. A beautifully designed retail display fails if it does not facilitate consumer trial. For consumer packaged goods and beverage brands, these retailer redesigns validate our long-held operational standard. Physical retail remains the dominant channel for consumer spending nationwide. Industry reporting cited EY research showing that offline sales still represent around three-quarters of overall retail sales. Brands must adapt their physical marketing to meet this demand for active participation.
We specialize in creating retail demos, product sampling programs, and roadshows that bring brands face to face with their audiences. Each program is designed to drive trial, build consumer relationships, and accelerate retail velocity across multiple locations. We have seen firsthand how structured interaction turns a casual browser into a loyal buyer. Retail formats that prioritize product trial require precise in-store execution that secures dream retailer placements. This shift means that marketing budgets previously allocated to passive signage must now fund active floor operations.
Brands competing in these new environments must recognize that a well-staffed product demonstration serves as a direct sales channel. Relying solely on packaging to communicate product value is a failing strategy when competitors are physically handing samples to your target audience. A brand cannot simply drop a display into a new retail vignette and expect it to generate pipeline. You need trained ambassadors who understand how to handle real conversations and guide product trials effectively. We managed a four-week, multi-market Costco sampling program for Pulmuone's PlantSpired line. The program delivered more than 65,000 samples and recorded an 18 percent sold-to-sale rate, giving us a concrete example of how structured retail sampling can connect trial with purchase.
The downstream impacts of these floorplan changes will force field marketing teams to rethink their basic operations. Transitioning from passive aisles to active demonstration zones completely changes how space is managed. Dedicated advisers, like those implemented at Target, require continuous brand education to remain effective. If field teams fail to train these specialists properly, the investment in a physical trial space falls flat. Permitting, safety and hygiene logistics also increase dramatically when consumers interact directly with physical inventory.
Managing product testing requires stringent sanitation protocols and a flawless supply chain to restock samples constantly. Traffic flow is another immediate operational concern for field marketers. Interactive vignettes dictate how shoppers navigate the physical footprint, making it easy for high-traffic zones to become congested. We know that managing these factors requires precision and constant field supervision. To execute properly, brands must understand how to choose the right product trial method for their specific retail environment.
We understand the complexity of executing high-volume interactive spaces seamlessly across multiple brands. We designed and managed a 40 by 20 foot trade show environment for Glanbia at Natural Products Expo West 2025. This footprint brought think!, Isopure, Optimum Nutrition and Amazing Grass into one coordinated space. We handled concept, operations, staffing and breakdown. More than 14,000 recorded product samples were distributed across the activation stations. That rigorous attention to detail is precisely what modern retail environments demand.
Brands launching new products must coordinate their field logistics perfectly to match these new retailer standards. Designing physical spaces for active trial requires understanding how CPG brands design trade show booths for product trials and buyer meetings. The same principles of traffic flow, associate training and sample management apply directly to the retail floor. When you add product try-ons or creative workspaces, you must actively guide the consumer journey from start to finish. Without this guidance, consumers will interact with the novelty of the display without actually evaluating the product for purchase. A poorly managed trial station creates operational headaches for store managers and damages retailer relationships before the product even has a chance to scale.
Executive commentary surrounding these concepts highlights a clear demand for physical interaction. Target senior vice president of merchandising Amanda Nusz framed the Beauty Studio as an inspiring destination for consumers. She stated that the merchandising supports a better guest experience. Michaels CEO David Boone stated that customers specifically want hands-on, analog experiences. Boone characterized the new craft store format as a dedicated space for local people to connect and create.
The technology and sporting goods sectors share this vision for immersive consumer interaction. Meta vice president of global retail sales Christa Wittenberg described the Best Buy locations as immersive, hands-on environments. She stated the company wants customers to leave excited about AI glasses and virtual reality. Foot Locker CMO Brett O’Brien described The Crenshaw Rec as an investment in communities that have shaped the brand. His goal is honoring the neighborhood and inspiring young people through sport and culture.
However, the reporting outlines a major operational reality for field marketers. The publication provides no sales-lift, conversion, repeat-purchase or Return on Investment figures for any of the five concepts. The reporting documents the physical rollouts and intended experiences, but it does not establish measurable commercial results. This means brands must implement their own tracking systems to prove that product launch execution across physical channels actually drives profitable sell-through.
Are your field marketing operations structured to measure actual retail conversion when you deploy staffed product trials in these new interactive environments?
After retailers restructure their physical floorplans to prioritize hands-on product interaction, executing trials seamlessly becomes the immediate operational focus for participating brands. To prevent the problem of low quality leads from crowded trade shows and retail spaces, Makai designs structured interactions that secure verified buyer data. Through our Expo / Trade Shows capability, we plan and manage trade show spaces that attract attention, start conversations, and convert visitors into customers.
30 Years Experiential & Retail Activation Partner for CPG & Beverage Brands | Multi-Market Demos, Roadshows & Costco/Club Programs That Actually Sell
