Wild Heaven Beer & Fox Bros. Bar-B-Q, Toco Hills. Photo by Chris Rank
Make Every Moment Count
Increasingly, as we step into stores, we’re greeted with a quick and friendly “Welcome In.” This trend, apparent in almost every retail environment, reflects a growing recognition of the importance of making customers feel immediately acknowledged and valued. But welcome is so much more than a courteous greeting; it embodies our vision of warm, inviting places that evoke feelings of coming home, no matter where you are. From the moment of arrival until the final departure—and long after—guests in our spaces want to feel known and seen. They explore, invest, and engage as loyal advocates.
Defining moments can be intentionally crafted by enhancing ordinary experiences with elements of inspiration, unexpected joy, identity and connection.
They may buy online but always request in-store pick-up because they want to come back and see us, which is super cool.
Everyone wants to feel like they belong. At the same time, as a society, people are increasingly disconnected. One recent poll shows that 30% of adults regularly experience loneliness, with young people being the most at risk. The statistics are so alarming, often linked to technology, that the U.S. Surgeon General has issued a groundbreaking health advisory focused on rebuilding human relationships. The study identified six “pillars of change” to combat the problem, the last of which is build a culture of connection.
We're creating a sense of wonder and connection with our brand outside of a million stores they see on Instagram.
Enhancing Social Capital
According to the Surgeon General’s advisory, “evidence illustrates that connected communities generally experience higher levels of economic prosperity.” It is a “key measure of the value that exists within a given society.”
With more than 100 retail and mixed-use assets nationwide, our places have the potential to reach 15 million people daily. As owners and stewards of retail environments, we are uniquely positioned to enhance social capital. Positive human interactions and experiences not only improve our well-being but also improve the economic health of our communities: people who are emotionally invested where they shop become advocates, creating vibrant ecosystems that benefit everyone.
Our places are canvases for emotional connection as much as they are designed and curated for convenience. If every person feels inspired to share their positive experiences with others, they are contributing to something bigger than themselves—economically, socially, culturally and soulfully.
We want people to feel like they’re in somebody’s home, that they are well taken care of.
The Power of Emotional Connection
“Loyalty is an emotion, not a transaction…building genuine emotional relationships with customers requires understanding their motivations, aspirations, and values.”
We are inspired by this quote from a 2024 report from Ogilvy One. Every moment, every decision we make is pivotal in shaping places where everyone feels welcome. It is the attention to detail that says, ‘We are so glad you are here!’ It’s also the excitement of being part of a shared experience that extends well beyond a single visit. The emotional connection is what keeps people coming back.
What starts as a simple shopping trip becomes something so much more: a warm invitation to belong.
Canvas, Conversation