Best Buy bets big on in-store Meta partnership

It wasn't all that long ago that smart glasses and VR headsets felt like something straight out of an episode of an episode "The Jetsons" or a science fiction novel, not something you could find on store shelves.

Now, not only can you buy these wearable computers, but you can actually try them on at a familiar technology retailer: Best Buy.

On June 8, Best Buy shared that it would partner with Meta to bring experiential retail spaces into a number of its existing stores. The goal is to give customers hands-on experience with the futuristic technologies before they buy.

Best Buy unveils Meta Lab

This summer, Best Buy will introduce 900-square-foot Meta Labs in more than 50 of its locations.

The experiential spaces will feature Meta's full product lineup of VR headsets and AI glasses, and will allow customers to interact with the devices through demos, displays, smart mirrors, and personalized fittings.

Dedicated Meta Sales Specialists will staff each location, guiding customers through try-ons, immersive demos, and technical specifications.

The first Meta Lab locations will open in June at stores located in:

• San Carlos, Calif.
• Roseville, Minn.
• Woodland Park, N.J.
• Greenville, S.C.
• Columbus, Ohio
  
  Source: Best Buy

Best Buy says the Meta Labs are a direct response to customer feedback.

According to the retailer, more than 50% of its customers say they want to see Meta's AI glasses in person before making a purchase.

"Meta AI Glasses are designed to be worn and explored firsthand," Best Buy said in a statement. "Customers want to know the fit, feel, and experience, which is where demos can make all the difference.

"Expanding Meta Lab to Best Buy stores builds on that momentum - giving customers an elevated experience and more opportunities to try out the tech for themselves," the statement continued.

Best Buy is betting shoppers still want to browse in person

Best Buy's decision to open these experiential hubs speaks to a larger trend in retail.

Where online shopping was once the preferred method for many consumers, there has been a recent resurgence in the popularity of in-person browsing.

Nearly two-thirds (64%) of Gen Z shoppers say they prefer shopping in-store rather than online, according to a study from L.E.K. Consulting.

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Additionally, 57% of Gen Z think of in-store shopping as an experience, not a chore, according to data from Adyen.

"As buying power shifts to younger generations, brands and retailers must continually evolve their understanding of consumer needs and shopping behaviors," said Jen Wu, a managing director at L.E.K. Consulting.

"Gen Zers don't want shopping to be just transactional. They want it to be an enjoyable activity," Laura Brookhiser, another managing director at L.E.K. Consulting, added. "To capture this generation, now and in the future, brands, retailers, and their investors need to meet their needs every step of the way."

With the launch of the Meta Labs, Best Buy is doing exactly that - providing shoppers places to experience, not just peruse, available merchandise.

"Our customers are passionate about experiencing what's next and they turn to Best Buy to bring it to life," said Chief Merchandising Officer Patrick McGinnis. "Meta Lab @ Best Buy is an experience customers can't find at any other retailer and sets a new standard for how our customers will explore, play with, and discover the latest cutting-edge tech."

It's a strategy that's highly likely to pay off.

The ability to sample a product has been demonstrated to increase sales by 95%, according to one study from independent analyst Andrew Lipsman. It's also been demonstrated to create deeper connections with brands and the stores that sell them, encouraging repeat visits and creating loyal customers over time.

Retailers like Best Buy that successfully lean into this experiential resurgence may be best positioned to capture the loyalty of the modern consumer.

Experience-led retail is becoming big business

Best Buy isn't the only retailer that's increased its focus on the in-store experience.

Dick's Sporting Goods has taken a similar approach with its House of Sport and Field House formats, and it has committed to opening around 100 of these stores over the next two years.

Analysts have predicted that the growth in these experience-led formats could help Dick's increase revenues by $16 billion by the end of 2028.

Given that these store formats are the retailer's most lucrative locations, bringing in an estimated $5.6 million in earnings before interest and taxes, that future-focused estimation doesn't feel too far off.

If Best Buy is able to have even a fraction of that success with its much-smaller Meta Lab locations, it could go a long way toward shoring up the company's bottom line.

Related: Walmart adds new service to compete with DoorDash, UberEats

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This story was originally published June 9, 2026 at 5:37 PM.