The NYC Retail Blueprints

By Dirk van Eunen, strategy manager

It’s already been two weeks since we visited the NRF in New York with a large group of retailers. It was a fantastic trip filled with valuable conversations and inspiring store visits. Naturally, there was the NRF trade show itself where, not surprisingly, AI was the talk of the town. However, that stood in stark contrast to the reality we encountered on the shop floor.

First and foremost, while retail processes are becoming increasingly digitized—and thus "AI-driven"—neither store employees nor visitors seem to notice much of it. In fact, the retail concepts that left the most lasting impression were those that excelled in the less digital components: Experience, Curation, and Driven Employees. These three components are among the five main pillars of our Retail Trend Canvas, which also includes the pillars Mindful and Frictionless Retail (both of which were certainly present in New York).

Physical shopping remains a social interaction. In my view, it is a good thing when digital elements remain invisible to the shopping public. A handheld device (PDA) for the employee to quickly find helpful information for a customer is, of course, excellent. But "lost-sales" screens positioned between the shelves are more debatable; to be honest, we rarely see them being used by shoppers. They are far more often used by the employees helping the shoppers. Well, in that case, the software might as well be installed on the handheld.

I would like to highlight two stores that managed to impress everyone in our group: Printemps and Crocs SoHo.

Printemps

This store excels in Experience and Curation! The originally luxury French department store opened its first American location in New York in March 2025. The store is all about design and luxury; it is a true paradise for interior designers. The store harks back to its roots, reminiscent of a Parisian living space divided into various thematic departments, each with its own unique style and atmosphere.

For instance, you’ll find beauty products in the Apothecary (an elegant green bathroom) and you can admire the shoe collection in the stunning Red Room. The ground floor features a modern space equipped with an innovative LED ceiling that effortlessly creates the perfect ambiance for a carefully curated collection. The experience doesn't stop at these beautiful departments; even the fitting rooms are a feast for the eyes. Additionally, every department has its own hospitality area—ranging from a champagne and cocktail bar to a chic restaurant. It is "Experience" executed down to the very last detail.

What also stood out during our visit was the rapid turnover of the collection. On Saturday, the LED room was filled with sneakers, while by Monday, the entire space was dedicated to scented candles and home fragrances. Even during our visit, several display tables were swapped out with new assortments at lightning speed. This created a powerful sense of urgency and made every step of the shopping trip surprising—an ultimate example of Curation and, consequently, creating scarcity.

Crocs NYC at SoHo

The employees are what make this store! Crocs opened its new concept store in SoHo this year. The design clearly incorporates a "New York vibe"; the counters resemble a typical New York bodega, and the waiting area is reminiscent of a subway station.

Customers can find the full Crocs assortment and various exclusive items in-store. Great attention is paid to the personalization of the shoes. You’ll find a massive collection of charms (Jibbitz) that can be used for shoes, bags, and other products. Some of these are location-exclusive, while others are more premium versions, such as those by Swarovski.

The success of Crocs is built on deliberately embracing the "ugly" aesthetic. Through high-profile collaborations (with brands like Balenciaga, Post Malone, and even KFC), the shoe has been transformed into a high-quality, customizable, and—above all—ironic statement of self-expression.

This self-expression is reflected in the store's employees. They are genuine fans of the brand, each with their own unique style. During our visit, we spoke with the store manager, who explained that for him, it is more important to have a consumer leave the store happy than to force a sale. By making genuine connections with shoppers, you build a bond with both the customer and the brand. In the long run, this bond is worth far more than a one-time sale. By ensuring people leave the store happier, you drive repeat visits and, consequently, higher revenue over time.

Of course, this vision isn't new, but it is more often applied in theory than in practice. It requires different KPIs for your store, as well as patience and determination. There also needs to be support from head office for this strategy. However, I believe it definitely pays off in the long term. It generates extra traffic through word-of-mouth and creates fans for life. In this case, the customization bar also drives high repeat traffic. At a relatively low cost, you can give your Crocs a new look time and time again—and you’re more likely to do so in a store where you feel a connection!

These are two wonderful examples where technology is kept out of the consumer's sight, yet digital components actively support the employees. At Printemps, this is seen in the flexible shelf plans that can be updated rapidly, while at Crocs, the employees are exceptionally well-informed about NPS scores and understand the vital importance of this parameter!

Successful stores know how to perfectly intertwine technology with the shopping experience, creating an optimal environment for both the customer and the employee.