Lowe’s, Oura and Build-A-Bear are Modern Retail Awards finalists
For this year’s Modern Retail Awards, the finalists underscored the value of blending in-store engagement with digital tools and platforms to create frictionless customer journeys. From personalization as a core strategy to innovative and interactive experiences, the finalists are deepening customer connections and seeing high-impact results.
For instance, in the Best Omnichannel Experience category, Lowe’s is nominated for its digital transformation campaign centered on elevating the in-store experience. The highlight is the retailer’s redesigned Store Mode mobile app feature. What began as a simple wayfinding tool evolved into a dynamic omnichannel companion that helps shoppers plan trips at home, navigate aisles and access real-time product information. The introduction of interactive maps, live inventory visibility and an integrated dashboard made it easier for customers to find what they need, compare options and make confident purchase decisions. Together, these features demonstrated how a thoughtfully executed omnichannel approach can both delight customers and deliver clear business results.
Technology and product evolution are at the heart of Oura, a health tech brand and finalist in the Best Launch Campaign category. The Oura Ring 4 introduced new features, including an expanded size range, refined titanium design and Smart Sensing technology capable of interpreting 18 different signal pathways for unprecedented physiological accuracy. To drive widespread awareness, Oura combined a robust earned media push with paid initiatives aimed at reaching audiences beyond its core early adopters. A focus on education ensured that consumers understood the practical benefits of integrating the Oura Ring 4 into their everyday routines — strengthening the brand’s position as a leader in personalized health.
In the Best New Store Concept category, nominees include Build-A-Bear. The debut of the Build-A-Bear x Hello Kitty and Friends Workshop in Los Angeles introduced a new benchmark for experiential retail, uniting two iconic brands in a fully immersive environment. The space transformed the traditional store format into a destination where fans could create exclusive Hello Kitty plush characters amid vibrant, photo-friendly décor designed to spark nostalgia and encourage self-expression. This thoughtful approach deepened emotional connection, expanded Build-A-Bear’s reach among Sanrio enthusiasts and demonstrated the power of retail spaces that prioritize joy and community over simple transactions.
Stay tuned for the reveal of this year’s winners. In the meantime, check out the full shortlist below.
Best Back-End E-Commerce Technology
Klaviyo & Patrick Ta Beauty – 2024 Back Friday Cyber Monday
myHorizons Amazon Analytics: Built for Brands
Pattern PXM Content Brief
J&J Global Fulfilment® – ControlPort™
ShopMy
Triple Whale – The Agentic Platform for Modern Commerce
Best Brand Collaboration
Ring Concierge x Malbon on Golf-Inspired Collection
Wing & Walmart – The Largest Drone Delivery Expansion Ever
Best Community Engagement Strategy
DIBS Beauty
fatty15 Nerdy Do-Gooder Connect Program
GoodPop Viral Watermelon Pops Activation x Eli McCann
Best Content Creator Collaboration
BYOMA × Nina Pool collection
Best Customer Service Experience
Little Spoon Humanizes Customer Care
Scrivener: Unparalleled customer service
Zipline x Sephora: One-Stop Shop for Service
Best E-Commerce Experience
Pattern & Marine Layer – Redesign & Build of MarineLayer.com
Pattern & Allbirds – Launch of Allbirds 2.0
Swap – Optimizing Brands’ E-Commerce Solutions
Pandora and Work & Co – Launch of Pandora’s Digital Flagship
Best Event
O Positiv’s Wet Girl Summer NYC Takeover
H&M Hosts Surprise Charli xcx Concert in Times Square
NKBA & Emerald – Kitchen & Bath Industry Show (KBIS) 2025
Pattern – Accelerate25
PNJ – Jewelry Journey Across Vietnam
Ulta Beauty – Debuts ‘Ulta Beauty World’ Event Experience
Best Expansion Strategy
BERO Scales National Retail in Under 12 Months
Angara – Market Entry & Brand Growth Success in India
Coterie
Away’s Expansion Strategy
REBEL Expands Beyond Baby to Home, Outdoor, and Sports Gear
Bobbie – From DTC to National Shelves
Best Experiential Campaign
Vita Coco Nostalgia Mall
Kizik Try-On Tour
Urban Outfitters – UO Haul
Best Fulfillment Strategy
AutoStore: Scaling Fulfillment From Retail to Farming
Best Launch Campaign
Paul Mitchell Clear Launch
Frida’s Breast Milk Ice Cream Campaign
Fabletics x Khloé Kardashian “By Khloé”
StriVectin + January Digital: Powering Lift Through Launch
Oura Ring 4 Launch
SET Active – Bloopers Campaign
Best Loyalty Program
ButcherBox, Launch of Sizzle Society
Hightouch & PetSmart Personalize Loyalty for 70M+ Members
Penn Station Subs & Sparkfly – Redefining Loyalty
Ulta Beauty – Smarter Rewards, Powered by AI
Best New Store Concept
Build-A-Bear x Hello Kitty® and Friends Workshop
Tuckernuck – Debut of Madison Avenue Flagship
Best Omnichannel Experience
InMarket & Hannaford Amplify Digital Circular Experiences
Instacart
Loved01
Lowe’s Omnichannel Shopping Experience
Zipline x Warby Parker: One Frame of Mind
Best Retailer/Agency Collaboration
Belardi Wong & McGee & Co
Kingfisher & TCS – POS Release & Engineering Management
Wondersauce x Alta Dena – Fresh from Southern Cow-lifornia
Best Social Campaign
poppi and Amaya Launch Island Colada Limited-Edition Flavor
Juan Soto Joins Team CELSIUS
Best Subscription Strategy
Dose x Envision Horizons – Amazon Subscription Success
Oats Overnight’s Moat: Creating Products WITH Customers
Tractor Supply & Ordergroove: Unified Subscriber Experience
Best Transformation
Dollar General – Project Elevate & Renovate
H&M Transforms Digital Experience
Digiday Media & Glossy – The Sill’s Bet on Outdoor Gardening
Bobbie – From DTC to National Shelves
Zipline x Footasylum: Transforming Retail Operations
Best Use of AI
New Look Transforms Customer Data with Amperity
Lowe’s Harnesses AI to Transform Search
L.L.Bean: One Send, Infinite Experiences with Movable Ink
Onebeat Inventory Optimization and Execution Platform
Stitch Fix Vision: a GenAI Style Visualization Experience
Digiday Media & Trax – AR-Powered On-Device IR Solution
Best Use of Shoppable Content
KERV.ai – Turning HBO Max into Wayfair’s Shoppable Showroom
Sam’s Club Virtual House Powered by Napster
Best Use of Technology
ShoeCarnival
Perfect Corp. & Jane Iredale’s Shade Finder & Virtual Try-on
InMarket & Hannaford Amplify Digital Circular Experiences
Michaels x Movable Ink Dynamic Content Email Program
Square + Bluestone Lane – Innovation Brewed at Scale
VISION by Standard AI: Real-time Insights. Real-world Impact
Best Use of TikTok
Skimpies – Building Community Through TikTok Live
CMO of the Year – NEW
Fanny Quéhé, Petite Plume
Elizabeth Drori, Kizik
Fadi Karam, Fruitist
John Solomon, Therabody
Jamie Domenici, Klaviyo
Ryan Meegan, DUDE Wipes
E-Commerce Executive of the Year
Gökhan Özfırat, Migros One
Kamanasish Kundu, Kendra Scott
Harry Rein, ShopMy
Tiffany Lopinksi, ShopMy
Most Innovative Marketplace – NEW
Flashfood
Thrive Market: Making Healthy Living Easy For Everyone
Wolf & Badger – Global B Corp-certified Marketplace
Most Innovative Retail Model
Ulta Beauty – Charting the Future of Beauty Retail
Most Responsible Retailer
H&M – H&M Group
Shop LC Your Purchase Feeds Program
Retail Media Network of the Year – NEW
AD Retail Media
Babylist
Flipkart Commerce Cloud – Retail Media Platform
Grubhub & Koddi Launch Grubhub Ads
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