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, driving innovation across grocery, big box, specialty, and e-commerce channels.

LAB9's transformation from a traditional mock store into a highly adaptable, consumer-focused innovation center showcases Purina's commitment to innovation. By leveraging design thinking, the facility identifies key pain points in the pet owner's journey and co-creates meaningful solutions with retail partners.

A hallmark of LAB9 is its ability to pivot rapidly. During the COVID-19 pandemic, Purina and WD Partners seamlessly transitioned the lab's physical experiences into engaging virtual workshops, maintaining its role as a hub for ideation and problem-solving. Today, LAB9 continues to deliver tailored solutions, combining insights, storytelling, and cutting-edge trends to redefine what's possible in retail.

Why It Matters

• Human-Centered Design: LAB9 puts the pet owner at the heart of every solution.
• Continuous Evolution: The lab adapts to shifting consumer needs with innovative approaches.
• Co-Creation: It fosters collaboration, delivering measurable value for both Purina and its partners.

LAB9 is more than an innovation center; it's a driver of growth and change. Its success is rooted in a commitment to aligning with consumer behaviors while fostering impactful partnerships. The result? Seamless, data-driven retail strategies that resonate across all touchpoints.

Want to learn more? Our full-length POV dives deeper into LAB9's transformation, including:

• How LAB9 leverages design thinking and storytelling to address pet owners' key pain points.
• Real-world examples of co-creation initiatives that are redefining retail partnerships.
• The innovative use of personas and vignettes to create personalized shopper journeys.
• LAB9's pivotal role in driving e-commerce growth and connected commerce strategies for the future.

Check out the full POV now to explore these insights and more.