Exceptional retail is all about how people feel when they walk through the door. In today’s fast-paced retail landscape, creating an emotionally engaging space offers something customers can’t find online: a moment of comfort, connection, and calm.

That’s exactly what Barbara Burdick has done with Cuddle Bunny, a comforting shop in Chicago where visitors can spend time with bunnies in a space designed for emotional connection.

Her approach seamlessly blends hospitality, therapeutic thinking, and thoughtful design into a one-of-a-kind experience that customers remember and cherish. 

Whether you’re opening a boutique, café, or a niche experience like Barbara’s, here are seven ways to create a store atmosphere that touches hearts and builds genuine customer connections.

1. Start with Emotional Intent

From the very beginning, Cuddle Bunny was about creating a deeply personal and emotionally resonant retail experience that people could genuinely connect with. 

The idea was inspired by Barbara’s daughter, who struggled with anxiety during her first year of college. She deeply missed the calming presence of her animals. That longing for comfort and connection became the emotional blueprint for the business. At Cuddle Bunny, visitors can slow down, breathe deeply, and experience the kind of quiet support that animals naturally provide.

If you’re planning a retail concept, consider leading with the emotional response you want to create. That kind of emotional clarity can reimagine your retail space, serving as the foundation for every design, service, and storytelling decision you make.

2. Build Experiences

Barbara maximized foot traffic for her business and drove impulse buys because the space provided a release from day-to-day stressors, while also supporting emotional connection. Every aspect of the experience is intentionally unhurried. There are no high-pressure sales, no scripted pitches, and no push toward checkout. Instead, customers are invited to simply be present with the bunnies, with others, and with themselves.

If you want to build deeper, more authentic relationships with your audience, consider where you can offer moments of sincere connection. This could involve setting aside time each day for quiet reflection or incorporating hands-on experiences that encourage introspection.

3. Recognize That Emotions Drive Loyalty

Visitors to Cuddle Bunny often leave in tears. Barbara has experienced many moments when guests became overwhelmed by emotion, especially those grieving the loss of a pet, dealing with stress, or simply feeling seen in a way they didn’t expect. 

Creating a space where people feel truly safe to be themselves is important to Barbara and her team. They don’t shy away from the sensitive, emotional moments; they embrace them with empathy and understanding. 

If you want customers to return not just for products but for peace of mind, think about how you can design your service experience around empathy. A business that honors emotion builds trust, and trust is how you build a loyal customer base.

4. Curate Merchandise That Supports the Emotional Brand

Cuddle Bunny’s product offerings are minimal but intentional. Everything aligns with the brand’s emotional core of comfort and cuteness. Barbara stocks bunny-themed items, such as plush toys, fun apparel, and cozy accessories that reinforce the emotional atmosphere of the store. 

You can do the same by:

• Selecting items that match your emotional message. If your brand is about serenity, for example, avoid loud graphics or trendy gadgets. Instead, opt for products that evoke a sense of peace, such as soft fabrics, calming colors, or meaningful messages. 
• Avoiding overstocking just to fill space. Too many options can overwhelm visitors and dilute the intended experience. Barbara keeps her displays uncluttered and focused, which helps customers engage more deeply with the products she offers.
• Thinking about what your products communicate. A candle can represent relaxation or self-care. A mug becomes more than a mug if its design reflects warmth or encouragement. Barbara’s bunny-themed items reflect the gentleness and care her entire brand is built around.

If you want your merchandise to enhance your store’s emotional vibe, edit your inventory with intentionality. Alignment with your products and services makes every purchase feel like part of a meaningful experience.

5. Be Present and Human in Every Interaction

Barbara’s team is taught to greet gently, listen actively, and offer compassion because, for her, helping someone is about more than answering a question; it’s about how the person feels in the process. She emphasizes the importance of meeting guests “where they’re at emotionally,” especially when they’re grieving or seeking a moment of peace. 

Her staff is expected to stay present, remain soft in tone, and allow the customer to set the pace of the interaction. There’s no pressure to move quickly, no scripts to follow, but the priority is to make each visitor feel genuinely welcome and safe.

If you want your team to be the emotional backbone of your brand, lead with humanity. More than anything, your presence is what people remember. A compassionate and emotionally aware team creates a space where people feel comfortable returning.

6. Host Events That Reinforce Emotional Connection

Cuddle Bunny goes beyond passive experiences by hosting engaging, themed events that center around creativity and connection. 

“We have different events where people can come in and be with the bunnies. Here at Cuddle Bunny, we offer yoga classes and tie-dye parties. We have done blacklight, neon painting parties, we’ve done poetry slams, just all kinds of different fun, creative ideas for events,” Barbara shares.

These offerings make it easy for Barbara to build community and host guests in a shared emotional space.

For retailers seeking to enhance their customer experience, consider hosting events that align with your brand’s emotional core. A wellness store could host journaling circles or breathwork sessions, while a bookstore could offer guided meditations or live storytelling hours. These gatherings encourage customers to stay longer, return more frequently, and associate your space with positive memories.

7. Design with Safety and Sensory Comfort in Mind

Cuddle Bunny opened during the height of the pandemic, a time when emotional safety and physical comfort mattered more than ever. Barbara made thoughtful decisions about capacity, sanitation, and guest flow that still guide the store’s design today. 

The space is deliberately calm, scent-free, and softly lit. The bunnies’ enclosures are clean, minimalist, and low to the ground, providing easy access, especially for seniors or visitors in wheelchairs.

If you want to create a space where people feel emotionally safe, pay close attention to the sensory experience from the moment they enter:

• What sounds greet them? Consider whether guests hear relaxing music, warm conversation, or overwhelming noise. Even background sound can impact whether a space feels welcoming or stressful.
• Is there a place to pause? Comfortable seating signals that people are welcome to take their time. It’s a small detail that can make a big difference, especially for caregivers, older adults, or overwhelmed shoppers.
• Are your visuals calming or chaotic? From signage to shelf displays, choose colors, lighting, and layouts that feel intentional. A visually soothing space helps guests feel more grounded and less rushed.

An emotionally engaging retail space prioritizes both emotional and physical comfort, creating an environment where everyone feels seen, supported, and safe.

Conclusion

You can create an emotionally engaging retail space by crafting an atmosphere where people genuinely feel something. At Cuddle Bunny, Barbara Burdick proves that even a small concept built on empathy and care can leave a lasting impression.

If you’re opening your first shop or reimagining your customer experience, consider how every detail, from your lighting to your language and layout, can contribute to an emotional connection. If you want customers to remember more than what they bought, design a space they’ll remember for how it made them feel.

Want to learn more about other Illinois retail leaders? Read inspiring stories from retailers across Illinois who are making a difference.

If you loved learning about Cuddle Bunny’s story and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!