Purina needed an environment that could match the brand’s ambition for future-forward thinking. LAB9 was created as an immersive Retail Innovation Center—a place where teams and partners can explore big ideas, understand the pet owner journey, and spark the next wave of pet care innovation.
Vertical: CPG
Reimagining Retail Innovation
Nestlé Purina's LAB9 stands apart as a truly unique retail innovation hub. Designed as a living, breathing facilitator of collaboration, LAB9 embodies a mindset of constant evolution. Located in St. Louis, this cutting-edge center is not your typical “Retail Innovation Lab.” Instead, it's a dynamic space that keeps the pet owner's journey at the forefront, […]
Human-Centered Connected Commerce – From Store to Site
What comes to mind when one hears "Retail Innovation Lab"? Many will imagine a generic space with row upon row of shelves set to perfection, devoid of any missing SKU, complete with POP and impressive yet unrealistic endcaps and feature displays. This isn't the case at LAB9, Nestlé Purina's cutting-edge innovation center. LAB9 was designed […]
What Does WD Do?
If you've made it to this article, you've at least heard of WD Partners, but what exactly do we do? Let's take you through how we bring ideas to life, create extraordinary experiences, and ensure that everything runs smoothly—all under one roof. The Power of Integration At WD, we're not just about ticking boxes or […]
The Evolution from CPG Stock-up to “Spearfishing”
The world of consumer packaged goods (CPG) shopping has undergone a significant transformation. As the retail landscape continues adapting to shifting consumer behaviors and economic dynamics, a noteworthy trend has emerged – the transition from traditional stock-up shopping to the rise of what can aptly be termed “spearfishing.” This new approach to shopping is not […]
Building a Sustainable Future
Embracing the Green Wave: Sustainability in the Spotlight You probably don’t need us to tell you that sustainability has become a trending topic, becoming mainstream in media and discussed collectively by all generations around the globe. In fact a study conducted by IBM reported that of their 16,000 global respondents, 51% say that environmentalism is […]
Go Beyond the Path to (re)Purchase
In the world of brands and retailers, much attention is devoted to the path leading up to the purchase—affectionately known by most of us in the biz as the “path to purchase.” Questions arise concerning how to streamline the customer journey and ensure the right product is available at the right price, when and where […]
Follow the Yellow Brick Road to an Immersive Experience
The spinning and shaking have stopped. After hanging on for dear life, the house has finally settled, bringing a serene calmness to everything. You feel okay, but something is… different. You get yourself up, gather your belongings, and head for the door. As you peer outside for the first time in a while, your eyes […]
The Truth Behind Greenwashing
Every day, the importance of needing to be more environmentally conscious becomes more and more apparent. The global conversation around creating a cleaner, more sustainable planet has captured the attention of people from all generations and the conversation has undoubtedly made its way into the consumer mindset. Now, more than ever, brands are being challenged […]
The Amazing Evolution of the Retail World
After a long conversation about how we want to work going forward, it hit us: office culture, cooler talk, cubicles, conference rooms, Dilbert jokes, corner offices—honestly, the whole idea of a traditional office—has either evaporated or mutated beyond recognition. All of it. Swept onto the shoulder of the high-speed, tech-fueled highway we now live on, […]
