Retailers in May deployed creative campaigns, in-store experiences, and strategic partnerships throughout to capture consumer attention and drive foot traffic. From sensory-focused Gen Alpha initiatives to unexpected brand collaborations, the month showcased how retailers are adapting to evolving consumer behaviors and cultural trends.

"They've understood the brand matters, the experience, and the cluttered stores were not part of that," said our analyst Suzy Davidkhanian during a recent episode of "Reimagining Retail."

Here are the three retailers that won May's “Unofficial Monthly Retailer Awards.”

Claire's captures Gen Alpha with sensory-focused summer campaign

Claire's won the "Most Impactful Campaign" award for its "A Girl SMR at Claire's" summer initiative, which targets Gen Alpha through sensory experiences and ASMR content creation.

The campaign sought to activate all five senses and includes an in-store component where consumers can create their own ASMR recordings.

"This to me feels like they're really aligning their product with the audience that they're looking to capture," our analyst Arielle Feger said on the podcast.

The strategy represents a significant evolution for the brand.

"They've shifted their target audience a bit from like the Gen Z or teen to accepting that it's now Gen Alpha and kids," analyst Sky Canaves noted, adding that her daughter started shopping at Claire's at age five or six.

The campaign follows the brand's successful navigation through bankruptcy by refocusing on experience over cluttered retail spaces. The retailer is also riding momentum from viral products like NeeDoh stress balls, demonstrating its ability to chase trends in ways that resonate with its target demographic.

Smoothie King drives traffic with dupe trade-in program

Smoothie King's "De-Dupe" program earned the "Best In Real Life Initiative" award by inviting consumers to trade receipts from competitor smoothie purchases for free Smoothie King products.

The campaign tied to a broader menu refresh and store revamp and positioned Smoothie King as the original smoothie creator, claiming all competitor products are merely dupes.

"It's like free sampling, right? It's like you come with whoever's receipt, no matter what the company is, that is a smoothie," said Davidkhanian.

By accepting any smoothie receipt regardless of brand, Smoothie King created a low-barrier entry point for new customers. The strategy demonstrates how food and beverage retailers can leverage cultural trends to generate store visits without relying on traditional discounting.

Best Buy and Ikea deepen partnership with in-store consultations

Best Buy's expansion of consultation experiences into Ikea stores won the "Greatest Under the Radar Move" award, representing a continuation of the retailers' strategic partnership.

The move follows last year's introduction of Ikea shop-in-shops inside Best Buy locations. Best Buy associates are now stationed in Ikea stores to help customers select appliances and place orders.

"I think it's really interesting to see these two complementary retailers look for ways to boost sales with one another, which is especially important now given that both of the categories that they operate in are in serious trouble," analyst Rachel Wolff said.

The partnership addresses consumer anxiety around major appliance purchases by providing expert consultation at the point of kitchen planning. While some analysts questioned whether consumers might comparison shop after receiving recommendations, the strategy consolidates what would typically be multiple shopping trips into one experience. The approach demonstrates how struggling retail categories can find growth through strategic, non-competitive partnerships.

Listen to the full episode.