Whenever we travel, there’s one ritual we never skip: hitting the shops. Call it an occupational hazard, but it is undoubtedly the quickest way to understand where retail is truly heading, how service is evolving, how customer experience is built, and to what extent technology succeeds in disappearing precisely because it works.
At NRF 2025, Shopify distributed a map featuring a curated selection of brands using Shopify POS, which we visited during an intense retail tour. We are talking about very different realities, yet they all share a common thread: the physical experience is no longer separated from the digital one. This year, we picked up right where we left off.
Together with the power2Cloud team, we have curated a selection of the most significant stops for this article, aiming to inspire your own work. Observing how leading brands integrate physical stores with digital agility or how they engage their community is one of the best ways to bring home concrete ideas.
Glossier: A Soho Temple to community and content commerce
Do you know Glossier? This beauty brand, which you can find in Soho (the location we highly recommend visiting) was designed to be a fully immersive experience.
The store breaks the mould of traditional aesthetics. It isn't merely a colour choice that expertly mixes bright red with soft pinks and peaches; it is an architectural and experiential framework designed for social sharing.
Inside, visitors are invited to interact with the brand through unique corners where design is never just a detail. You will find the Wet Bar for testing new products, and naturally, there are Selfie Rooms, where lighting and mirror placement are optimised for content creation, turning every customer into a creator.
The staff are decked out in lovely uniforms and are ready to recommend the perfect product for you. What’s captivating is that the space is truly lived-in for testing products; you won’t find boxes and packaging lined up on shelves. If you are a Glossier lover, before you leave, you can also purchase hoodies, bags, mugs, and caps.
But let’s not get distracted. Let’s look at the operations.Fluidity is guaranteed by Shopify at every moment.
The purchasing process isn't tethered to a static counter. Beauty consultants, armed with mobile devices they whip out of their pockets, manage orders anywhere in the shop.
Once the transaction is concluded (the receipt can also be emailed to you), orders are prepared in a choreographic packaging area, where the famous pink bubble-wrap pouches become the final trophy of a frictionless journey. Everything is personalised. Just relax while you wait for someone to call your name.
Printemps NYC: The Future of Luxury Between Savoir-faire And Invisible Tech
The day continues. Let’s move to the historic One Wall Street building in the Financial District to visit Printemps, because it is a masterpiece! Visit it, you won't regret it, especially if you love fashion, accessories, beauty, and design.
Unlike traditional department stores, Printemps in New York is conceived as a sprawling, eccentric French apartment. Here, shopping blends with relaxation, moving away from a purely transactional model. We are talking about 5,000 square metres distributed over two floors, dedicated not only to the sale and display of over 400 exclusive brands but also to experiential areas, restaurants, bars, and zones dedicated to culture and hospitality. It will be hard to leave!
Everything is studied; no detail is left to chance. Consider this: during the design phase, the team positioned digital signage displays to be useful without ever being intrusive. We can confirm they succeeded! You can access venue maps, follow events, and sign up for the newsletter.
In this sophisticated environment that never ceases to amaze, Shopify POS and RFID technology work in the shadows. Sensors allow staff to instantly locate products within a non-linear layout, organised by "lifestyle" rather than merchandise category.
Meanwhile, the presence of the Maison Passerelle restaurant and the Salon Vert bar demonstrates how modern retail must offer reasons to "stay," transforming the point of sale into a social destination where time spent holds more value than square footage.
Allbirds: Inventory Transparency
Walking all those kilometres across the Big Apple makes you want a break, and perhaps a new pair of shoes. So, let’s stop by Allbirds.
This brand, offering footwear with a simple and versatile design, has made simplicity and transparency its trademark.
Customers can buy in-store and have products shipped to their homes if a size isn't available, or return an online purchase in-store with disarming ease. It is proof of how solid technology can eliminate friction, aiming for agility, a data-driven approach, and, above all, the best possible customer experience.
Alo Yoga: Beyond apparel, a Lifestyle ecosystem
We now come to another iconic brand that certainly needs no introduction: Alo Yoga.
In New York you really just need to look around. Try counting how many times you see it worn by men and women walking about with a steaming Americano and, quite likely, a coloured mat tucked under their arm, ready for the day’s workout.
The brand has successfully built a retail model that celebrates wellness in all its forms.
Their flagships (visit the one in the Soho neighbourhood) are true hubs for their community; it couldn't be otherwise given the premium positioning of these products that embrace wellness and lifestyle.
It comes as no surprise to walk into an Alo space and find yourself amidst a live DJ set, being offered a fresh lemonade, or participating in scheduled initiatives offering yoga sessions around the world, which you can also follow on their website.
The strength of Alo lies in its ability to unify the online and offline experience.Thanks to Shopify’s flexibility, the brand bridges the gap between a yoga class on the Alo Moves platform and purchases in the physical store.
If a customer has interacted with a specific colour or style online, in-store staff can access a comprehensive view that personalises assistance. This approach transforms the shop into an exclusive club where every visit is an event, reinforcing brand loyalty through memorable experiences and instant gratification.
Shopify Spaces in SoHo: The Showcase of the Shopify ecosystem
Shopify Spaces in SoHo is definitely the final stop on our New York stroll. By now, you will have walked well over 10,000 steps.
The idea is brilliant! In this space, located in one of New York's most exclusive retail neighbourhoods, the brands that have chosen to build their sales day by day on Shopify are literally put on display. Needless to say, you will recognise some of the brands mentioned earlier that you might have visited during the day.
But there is more. Shopify has designed a space to host a lively programme for the community throughout the year, including meetups, workshops, and events.
Our advice is simple: check their calendar because they often organise content, networking opportunities, and special free formats you can attend. Soho is a neighbourhood that thrives on exclusive brands, from historic, consolidated ones to those that went viral on social media (moving from online to a physical storefront). This initiative truly deserves a round of applause.
Remember to keep exploring the retail world in the Big Apple! For any advice, and if you want to make your sales truly unique, ask the power2Cloud team.