French beauty retailer L’Occitane en Provence has topped Ontario’s in-store customer experience rankings for 2025, leading a field dominated by specialty retailers who excel at creating personalized shopping environments.
The annual Leger WOW In-Store study, which surveyed more than 11,000 Ontarians across 166 retailers in 21 sectors, shows specialty retailers in beauty, pets, and hobby segments commanding the top positions, with L’Occitane scoring an impressive 95.8 out of 100.
“The most important driver of the overall customer experience is the ‘Sense of Belonging’ dimension—whether customers feel that a store is designed with their needs and lifestyle in mind,” explains Luc Dumont, Senior Vice President of Insights at Leger. “These retailers often have a laser focus on a specific audience or niche, allowing them to tailor every aspect of the experience, from product offerings to service and ambiance.”
The dominance of specialized retail is evident in the top rankings, with hardware specialist Lee Valley securing second place (95.4) and pet retailer Ren’s Pets claiming third (95.3). DavidsTEA and Global Pet Foods round out the top five with scores of 95.2 and 95.1, respectively.
In a significant finding, 29% of Ontarians choose physical stores over online shopping for immediate product availability. Dumont notes that while external factors, such as the Canada Post strike, may have influenced this year’s results, retailers are actively evolving their strategies to meet changing consumer needs.
“Retailers are actively addressing stock limitations in-store by bridging the gap between physical and online shopping,” says Dumont. “Some now offer the option to try a product in a different color or size in-store and have the desired item shipped directly to the customer’s home within a day or two. This hybrid approach ensures customers still experience the convenience of online shopping while benefiting from in-store interactions.”
Shopping centers demonstrate continued resilience, with 77% of Ontarians visiting these facilities in the past six months. The CF Toronto Eaton Centre maintains its position as the province’s most-visited mall. “Successful malls are those that combine modern, clean, and well-maintained spaces with engaging experiences that go beyond shopping,” Dumont explains. “Creating a sense of community through special events, pop-up shops, and interactive activities not only attracts visitors but also fosters loyalty.”
Ontario retailers are adapting to compete with online convenience through multiple strategies. “One of the most effective strategies is leveraging the experiential component—allowing customers to ‘try before they buy,’ particularly in categories like clothing, footwear, and beauty,” notes Dumont. “This tactile and sensory engagement is a major draw for in-person shopping.”
Expert Analysis: Ontario’s Retail Success Driven by Personalization, Not Technology
Following the release of Leger’s WOW In-Store rankings for Ontario retailers, industry experts are highlighting how the results reflect broader shifts in consumer behavior and retail strategy.
Lisa Hutcheson, retail strategist and managing partner at J.C. Williams Group, notes that the rankings reveal an important insight about what drives exceptional customer experience. “What stands out is that customers’ definition of a WOW experience isn’t about size or tech or catchy windows, but rather about creating deeply personalized, experiential environments that resonate with their specific customer segments,” says Hutcheson.
The strong performance of wellness and pet-focused retailers in the rankings points to larger market trends. “The high representation of wellness and pet-focused retailers reflects broader trends we have been following toward self-care and pet humanization, indicating that specialty retailers who can align their experience with evolving consumer values are best positioned for success in today’s market,” Hutcheson explains.
Discussing the finding that 29% of Ontario shoppers choose physical stores for immediate product availability, Hutcheson observes a significant evolution in retail dynamics. “It seems to reveal a shift in brick-and-mortar retail’s role from being the primary shopping channel to becoming a strategic touchpoint in a broader omnichannel experience.”
Looking ahead to retail strategy for 2025, Hutcheson emphasizes the importance of experiential retail. “The findings from the study present a clear message for retailers and that is that success lies in transforming physical stores from mere points of sale into experiential destinations. Retailers should focus on creating immersive, community-oriented spaces that offer unique experiences while maintaining efficient inventory management.”
The strong shopping center attendance data – with 77% of Ontarians visiting in the past six months – also signals positive momentum for physical retail spaces. “This high engagement rate demonstrates that physical retail remains vital when it effectively combines experiential elements with strategic merchandising and community building,” concludes Hutcheson.
The study also reveals that retailers are emphasizing personalized promotions and engaging loyalty programs that reward in-store visits. Standout performers like Bath & Body Works and Sephora effectively create a sense of value and exclusivity through these programs. Additionally, improved inventory management and creating seamless, enjoyable atmospheres with knowledgeable staff remain critical differentiators in the market.
The complete top 10 rankings for Ontario retailers are:
- L’Occitane en Provence (95.8)
- Lee Valley (95.4)
- Ren’s Pets (95.3)
- DavidsTEA (95.2)
- Global Pet Foods (95.1)
- Lush (95.0)
- Saje Natural Wellness (94.7)
- Rx Pharma Choice (94.6)
- Lindt Chocolates (94.1)
- Long & McQuade Musical Instruments (94.0)
“The retailers excelling in our study are those who view their stores as destinations, offering not just products but a complete, memorable experience that keeps customers coming back,” concludes Dumont. “This combination of experiential, emotional, and practical value is what allows them to compete effectively with the convenience of online shopping.”
Dustin Fuhs is the Editor-in-Chief of 6ix Retail. He is the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication. He has over 20 years of experience in the retail, marketing, entertainment and hospitality industries, including with The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Dustin was named as a RETHINK Retail Top Retail Expert in 2024 and 2025.