Retail in New York is a highlight ofStudy Tour of the Gouvêa Experience NRF 2026 Delegationwhich 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 leaders of the operations visited, aims to translate, into practice, how experience, operations, technology and innovation connect to generate value for retail, consumption and services businesses.
The program began on January 8th with an exclusive visit to theLouis Vuitton, on Fifth Avenue, where the delegation was welcomed to learn more about a service model based on lifestyle and not just on product. The experience revealed a highly sophisticated operation with teams that prepare themselves daily with training focused on consumer behavior, service guided by strategic questions, production in workshops without massive scale and rigorous control of the offer to guarantee exclusivity.
Even with few pieces per store, the brand maintains 100% availability through an intelligent global redistribution system. Signature cafes, iconic collaborations, extreme care for details and a consistent experience on all floors reinforce the brand's DNA, which continues to expand customer relationships even during the renovation period of its flagship.
“When visiting the new store inLouis Vuittonwhich will be their operation for the next three years while the main store is under renovation, we were able to see how they do excellent work and train employees in customer service to understand the consumer, their needs and deliver the correct product in the correct way for that consumer profile. The focus there is employee service and training as it is one of the most recognized brands in customer service”, adds Eduardo Yamashita, CEO of Gouvêa Intelligence.
Afterwards, the delegation visited theGoalLabin a complete immersion in the technologies, operations and experiences that connect the digital world to the physical. Participants were able to try products and understand, in a practical way, how innovation, data and user experience are integrated into business strategies.
“The storeGoalLabis a collaboration between Essilor Luxottica and Grupo Meta used to educate the consumer on a new technology that is being developed by these companies together, which is augmented reality glasses. Consumers have many doubts about how it works, whether they will get used to it and how this technology can help them in their daily lives, so this store allows them to have this experience of using the product, get closer to the brand and be able to make this purchase more safely”, explains Yamashita.
The journey also included a visit to theUlta Beauty, where the delegation visited 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.
"THEUltra Beautyis the largest cosmetics and beauty retailer in the United States with 1,500 stores nationwide. They showed us how they use the loyalty program where 95% of purchases are made through it and how they use this data to adjust the assortment and improve the consumer experience. There are many services in the store such as hairdressing, makeup and nails to add even more value to the consumer and increase the margins of this business”, explains the CEO.
Already, inPetco, the group closely monitored how the services strategy, which includes care, well-being and personalized solutions for pets, has been transforming the relationship with consumers and significantly expanding the brand's perceived value.
“NaPetcoWe were able to observe the entire business ecosystem that is being set up to diversify in the face of sales in the digital channel where most products are sold. At Petco they offer services in stores to attract consumers, mainly related to the animal's health such as veterinarians, consultations and also day-to-day life, with bathing and grooming, dog training and training”, adds Yamashita.
The day ended with a visit to theNespresso Union Square, recently opened on December 18, 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 public.
“The biggest store inNespressoit is the great temple of the brand. There we had a community and hospitality class, 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. The majority of Nespresso sales happen on digital channels, through subscription programs, but 40% of sales happen in these boutiques where consumers can have more contact with different types of coffee, with new technologies in machines and place their orders there too”, explains the executive.
“The growth of digital accelerates the transformation of the physical store, which becomes a point of sale where people go to interact with the brand. In this sense, offering experiences becomes essential to connect and engage this consumer with the brand.NespressoIt has two floors where you have spaces for Masterclasses and even a bar where people can help themselves to coffee and even have a space for parties. We are starting to see a way for the brand to relate to people in other ways. This will be an increasing trend, especially in stores in shopping centers, where there is a more qualified audience”, explains Luiz Alberto Marinho, managing partner of Gouvêa Malls.
On all visits, the Gouvêa Experience Delegation was received and accompanied by operations representatives, ensuring strategic depth, real decision-making context and access to exclusive insights. The Study Tour continues over the next few days with an intense agenda that connects theory, practice and global retail trends.
