Migliore Insegna 2026: the Award-Winning Retailers
For the fourth consecutive year, we managed the media relations for Largo Consumo, taking part in the presentation of the Best Retail Brand 2026 awards. This highly anticipated independent research is promoted by Largo Consumo and conducted by Ipsos Doxa. For the sixth year in a row, it has analyzed Italian consumers’ shopping experiences, evaluating more than 118 retail brands across both physical and digital channels.
The awards ceremony took place in Milan at the Enterprise Hotel, with honors presented across 27 product categories, along with special awards assigned on the basis of a quantitative and comparative analysis of consumer-perceived performance.
Overall Winners of 2026
From the research—based on more than 8,000 interviews and over 40,000 real purchase evaluations—two major winners emerged:
- IperCoop — named Overall Winner Best Retail Brand 2026 in the Food sector, confirming its position among the most appreciated retailers for quality of shopping experience and product offering.
- Dr. Max Pharmacies — awarded Overall Winner Best Retail Brand 2026 in the Non-Food sector, thanks to high levels of customer satisfaction in terms of services, assortment, and professional expertise.
Alongside the overall winners, many brands stood out in their respective categories, including Geox (Footwear), Sephora (Perfumeries), Eurospin (Discount), Roadhouse Restaurant (Full-Service Dining), Salmoiraghi & Viganò (Optical), Arcaplanet (Pet Products), and Decathlon (Sportswear and Leisure).
The Best Retail Brand research analyzed in detail more than 100 aspects of the shopping experience, including quality of assortment, store organization, customer service, digital performance, ESG commitment, and brand relationship. The aim was to provide a comprehensive and objective view of the relationship between retailers and consumers, going beyond traditional metrics based solely on price.
In particular, the study highlighted how younger and older consumers perceive certain elements of the shopping experience differently, offering concrete insights into emerging trends and evolving market expectations.
With over five years of history, Best Retail Brand has strengthened its authority: about half of consumers stated that they were already familiar with the research, and more than one in ten reported having noticed the logo displayed in store windows—clear indicators of the project’s growing visibility. According to Ipsos Doxa analysts, the Italian retail market is no longer competing solely on price, but increasingly focuses on trust-based relationships, unique experiences, and shared values—a trend that Best Retail Brand captures through solid data and strategic insights valuable to both brands and consumers.