Modern Retail Collective
A store of the future
What We Are Learning
Accelerating retail technology innovation
We have seen tremendous progress in retail technology transforming a retailer’s profit and loss. With our first wave of the Modern Retail Collective complete, we’ve learned five important lessons to help retailers capture the full value potential of in-store technology. Download our brochure to read more about our learnings from the first four months of our technology-enabled retail store.
Our Approach
Test and iterate for a fresh shopping experience
Refreshed regularly to reflect the rapidly evolving retail landscape, the store combines new technologies and brands to offer seamless, immersive, and end-to-end customer experiences. Example focus areas for the store include product discovery, customer service, and inventory operations.
Understand which technologies drive ROI
In each refresh, we analyze the impact of new experiences, technology, and store operations to help our clients better navigate the complex retail-technology landscape and focus on investing in proven innovations that will drive measurable impact.
Analyze end-to-end data to shape the future of retail
An integrated cloud infrastructure captures and stitches cutting-edge data from leading technology providers across the customer journey to inspire new insights about the future of retail and to shape the industry’s conception of what a brick-and-mortar store should be.
Our people
Jennifer Spaulding Schmidt
Senior PartnerMinneapolis
Product Development & Procurement global leader, increasing the competitiveness and profitability of retailers and consumer companies...
Tiffany Burns
Senior PartnerAtlanta
Leads the Atlanta Office and serves consumer-facing organizations on broad transformation efforts to significantly improve performance...
Praveen Adhi
Senior PartnerChicago
Transforms retail-store operations, supply chains, and procurement processes through an approach grounded in advanced analytics...
Gerry Hough
Senior Expert, Store Innovation Chicago
Serves retailers at the intersection of technology and operations, creating a path toward the operating model of the future
New at McKinsey blog
Blog Post
An inside look at the McKinsey store revitalizing brick-and-mortar business
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How our new retail space in Mall of America is helping retailers test the latest technologies and transform the customer experience.
Recent media coverage
Related insights
Article
Ready to ‘where’: Getting sharp on apparel omnichannel excellence
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Brands and retailers are moving quickly to provide more seamless omnichannel shopping experiences—but your customers are...
Article - McKinsey Quarterly
The Chinese luxury consumer
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If you’re in luxury goods and services, China is the story.
Article
A transformation in store
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Brick-and-mortar retail stores need to up their game. Technology could give them significant boost.
Report
How young Chinese consumers are reshaping global luxury
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Global brands face new opportunities as luxury represents a powerful form of social capital for young Chinese consumers.