This past week stirred something deeper than usual - a powerful reconnection with a brother, a brilliant creator, and now, a New York Times bestselling author: Will Packer.

Will’s new book, Who Better Than You, hit home in a way most books don’t. This isn’t just another motivational book. It’s a page-turner - filled with perspective, real-life application, and wisdom you can actually use. Chapter 9, “Triumph and Disaster,” in particular had me reflecting, not just personally, but professionally too. It reminded me that how you craft a story - its tension, pacing, and resolution - makes all the difference.

At BDL Partners, we’ve always believed in designing retail environments that inspire. But inspiration is only half the job. A great store needs to perform; operationally, emotionally, and financially. That’s where the magic happens. And it got me thinking: What if we approached c-store design like Will produces a movie?

Scene 1: Start With the Story

Most retail spaces are designed around logistics. But movie producers? They build worlds. They cast characters. They evoke emotion and it starts with a script.

At BDL Partners, we believe convenience retail deserves the same level of narrative depth. What’s the storyline you want customers to step into the moment they park? Is it speed? Surprise? Comfort? Nostalgia? That’s why we begin with a shopper journey - what they need, how they feel, and what will drive them to buy more.

When working with brands like Shell, Oxxo, and ampm, we ask:

What's the emotional cue we want to trigger when someone steps on the forecourt?
What role does the foodservice zone play in the plot?
Where is the upsell moment hiding in plain sight?

By starting with a story, we set the tone for increased engagement and bigger basket sizes.

Scene 2: Cast the Right Characters

In film, casting is everything. In retail, your lighting, fixtures, and layout are your cast. Your self-checkout can be a silent hero. Your beverage wall might be the comedic sidekick. Your exterior signage? The attention-grabbing trailer.

Are your store’s characters memorable? Cohesive? Working together toward the same emotional beat to drive customer engagement and sales.

Scene 3: Every Aisle is a Scene

In film, every scene moves the story forward. In retail, every zone should move the shopper closer to purchase. We think of the path to purchase as a scripted sequence:

Open strong with immediate value: coffee, grab-and-go snacks, or seasonal favorites.
Build tension with discovery zones and digital signage cues.
Deliver the climax with irresistible bundling at the checkout - those "I’ll grab that too" moments that drive basket growth.

It’s not just about selling more, it’s about selling smarter, with intentional layout and conversion-minded design.

Scene 4: Direct With Purpose (and Precision)

The best directors are almost invisible. They shape emotion and experience without drawing attention to themselves. In our world, that’s about flow, zoning, and operational clarity.

What you don’t see?

Staff sightlines that minimize theft.
Back-of-house adjacencies that reduce labor.
Strategically placed trash, restock zones, and walk-ins that make life easier for the people who run the store every day.

This is the art of retail storytelling. And it’s the difference between just another store and a space people come back to because it feels like more. Great design doesn’t just look good - it works hard.

Scene 5: Roll Credits

Yes, we’re a retail design agency. But at BDL Partners, we’re also storytellers, experience architects, and partners in performance.

Thanks to Will Packer for the creative spark and the reminder that every experience, even one that starts at a gas pump, has the potential to inspire, connect, and move people.

We believe in helping brands like Shell turn everyday fuel stops into scenes worth revisiting, because when a customer enjoys the journey, they’re far more likely to spend more, stay longer, and come back.

So here’s our call to retailers: Let’s make blockbusters, not just blueprints.

Want to explore how your store can tell a better story? Let’s talk - we’d love to help produce it!