New York retail is the highlight of the Gouvêa Experience Delegation NRF 2026 Study Tour which is providing participants with an immersive journey through the world's most innovative retail. This itinerary, marked by exclusive access, in-depth content, and direct contact with the leadership of the visited operations, aims to translate, in practice, how experience, operations, technology, and innovation connect to generate value for retail, consumer, and service businesses.
The program began on January 8th with an exclusive visit to Louis Vuitton, on Fifth Avenue, where the delegation was received to closely examine a service model based on lifestyle and not just product. The experience revealed a highly sophisticated operation with teams that prepare daily through training focused on consumer behavior, service guided by strategic questions, production in ateliers without mass scale, and rigorous control of supply to guarantee exclusivity.
Even with few items per store, the brand maintains 100% availability through an intelligent global redistribution system. Signature cafés, iconic collaborations, extreme attention to detail, and a consistent experience across all floors reinforce the brand's DNA, which continues to expand its relationship with the customer even during the renovation of its flagship store.
“During the visit to the new Louis Vuitton store, which will be their operation for the next three years while the main store is under renovation, we were able to see how they have an excellence program and train their employees in service to understand the consumer, their needs, and deliver the right product in the right way for that consumer profile. The focus there is service and employee training, as it is one of the most recognized brands in customer service,” adds Eduardo Yamashita, CEO of Gouvêa Inteligência.
Next, the delegation visited the MetaLab for a complete immersion in the technologies, operations, and experiences that connect the digital and physical worlds. Participants were able to experience products and understand, in a practical way, how innovation, data, and user experience integrate into business strategies.
“The MetaLab store is a collaboration between EssilorLuxottica and the Meta Group, used to educate the consumer about a new technology being developed jointly by these companies: augmented reality glasses. The consumer has many questions about how it works, whether they will get used to it, and how this technology can assist them in daily life. So, this store serves to provide that product usage experience, bring them closer to the brand, and enable them to make a purchase with more confidence,” explains Yamashita.
The journey also included a visit to Ulta Beauty, where the delegation toured all areas of the store with a complete curation of the portfolio, understanding how the brand organizes categories, encourages experimentation, and structures a consultative service that enhances the customer experience.
Creator Shop Ulta Beauty is the largest cosmetics and beauty retailer in the United States with 1,500 stores in the country. They showed us how they use the loyalty program, through which 95% of purchases are made, and how they use this data to adjust assortment and improve the consumer experience. There are many in-store services like hair styling, makeup, and nails to add even more value for the consumer and increase the business margins,” explains the CEO.
Then, at Petco, the group closely observed how the service strategy, which includes care, wellness, and personalized solutions for pets, is transforming the relationship with consumers and significantly expanding the brand's perceived value.
“At Petco we were able to observe the entire business ecosystem being built to diversify in the face of digital channel sales, where most products are sold. At Petco, they offer in-store services to attract the consumer, mainly related to animal health like veterinarians, consultations, and also daily care with bathing and grooming, dog training and obedience,” adds Yamashita.
The day ended with a visit to the Nespresso Union Square, newly opened on December 18th, which provides a complete sensory experience for consumers. In the space, all customers are invited to taste coffee, reinforcing the brand's premium positioning and strengthening the emotional bond with the audience.
“The largest Nespresso store is the brand's great temple. There we had a lesson in community and hospitality, which is a reference and trademark of Nespresso. This store serves to celebrate the brand, where they show how they use these boutique stores to support and connect with the consumer. Most of Nespresso's sales happen through digital channels, via subscription programs, but 40% of sales occur in these boutiques where the consumer can have more contact with the different types of coffee, with new machine technologies, and also place their orders there,” explains the executive.
“The growth of digital accelerates the transformation of the physical store, which becomes a point of sale where people go to engage with the brand. In this sense, offering experiences becomes essential to connect and engage this consumer with the brand. The Nespresso store has two floors where you have spaces for Masterclasses and even a bar where people can serve themselves unlimited coffee, to the point of having a space for parties. We are beginning to see a way for the brand to engage with people in other ways. This will be an increasing trend, especially in stores in shopping malls, which have a more qualified customer frequency,” explains Luiz Alberto Marinho, partner-director of Gouvêa Malls.
In all visits, the Gouvêa Experience Delegation was received and accompanied by representatives of the operations, ensuring strategic depth, real decision-making context, and access to exclusive insights. The Study Tour continues in the coming days with an intense agenda connecting theory, practice, and global retail trends.
