Store Tips From a Retail Expert

BY NICOLE LEINBACH HOFFMAN

Strolling through immersive retail environments is both calming and exciting to me. Whether walking through a curated boutique in Beverly Hills, California, browsing futuristic merchandising in China, or experiencing independent boutiques in Hawaii that cater to the simplest yet still meaningful of retail standards, this past year has delivered hours of retail joy that I have genuinely loved.

I revel in the simple pleasures of store design, product displays, ambience lighting, signage that speaks to consumers, and the overall choreography of retail spaces. Whether small or large, national chains or global iconic brands, or — my favorite — independent boutiques, there is always something to appreciate and learn from retailers beyond yourself.

The ingenuity and passion that countless creatives pour into their stores always amaze me, and I continue to seek moments of what I define as shoppertainment, the beautiful intersection of retail and experience. And fortunately, my entire career has been immersed in this world.

In the past year, my retail explorations have taken me every­where across the world. From the vertical gardens of New York City to the glistening showcases of Las Vegas to the dynamic stores of Vail, Colorado, and more, I have walked past thousands of store­fronts and into hundreds.

From lackluster exteriors in Cheyenne, Wyoming, to traffic stopping storefronts just blocks away, a lot captures my attention. But some more than others truly keep it. What stood out most to me this year were three destinations that both redefined and reinforced retail for me.

Nicole Leinbach Hoffman’s trip to China was organized
through a work experience.
PHOTOS COURTESY OF NICOLE LEINBACH HOFFMAN
Live social selling takes place at a retail store
in China.

Shanghai, China

Centuries-old marketplace traditions welcomed me upon my first night in this beautiful city, but on the days that followed I discovered there is so much more to China’s retail scene than historic traditions. From street vendors to luxury global brand stores to independent, curated boutiques, it was a city unlike any other I had ever experienced — both personally and from a retail perspective.

Among the more fascinating things I observed was that in China, many modern retail stores embrace a less is more philosophy, using minimalist displays and carefully curated product selections to create a sense of exclusivity, calm, and high-end appeal. The focus was on storytelling, giving each item space to stand out, and inviting customers to engage thoughtfully with inventory.

Retail stores in China have a less is more philosophy.

This was often done through color blocking, but more so it was simply done by displaying inventory without many layers within an actual display. In contrast, retail environments in the United States often prioritize abundance, with fuller shelves and larger product assortments designed to maximize choice, convey value, and show off as much as possible for increased sales.

Both approaches speak to distinct cultural expectations around consumption, luxury, and the shopping experience. However, as a consumer in China, I thoroughly enjoyed the simplicity of their retail displays.

However, they were somehow far from simple. They were capti­vating and welcomed me to pause and enjoy without confusion. It was refreshing, to say the least.

Contrary to this simple approach were many merchants who also had live social selling happening directly from their store floors. One example of this was at the Adidas store, where two different Adidas representatives were discussing items in rapid speed that were being shared in real-time via social media platforms.

This method integrated consumers not physically in their stores, making them able to purchase items directly. And there was a handler pulling off items as they were being sold. Not fully understanding the Chinese language, I was still captivated by this experience, as they were all immersed into retail stores and became part of my shopping experience.

It was entertainment, but it was also educational. The reps show­casing items were highlighting ways to style them. To say I loved this would be an understatement. And I hope that in the years ahead, more U.S. based retailers begin to do this as well.

My trip to China was unexpected and organized through a work experience. It is a destination I hope to visit again simply for shop­ping alone. Now if only I could get over my obsession to do carry on when traveling and find room to bring a few things back home with me next time!

A feeling of happiness was apparent at the stores Nicole Leinbach Hoffman visited on Maui.
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Nicole Leinbach Hoffman is the founder of RetailMinded.com, a well-respected retail industry resource that has been recognized worldwide for its leading business insight since 2007. Her work has been featured in Forbes, Entrepreneur, Business Insider, the UK’s Telegraph, CNN, the Today show, and countless other industry resources. Additionally, she has supported American Express’s Small Business Saturday as a spokesperson and is the author of the book Retail 101: The Guide to Managing and Marketing Your Retail Business, published by McGraw-Hill. With a core concentration on small businesses and independent retailers, she welcomes you to connect via Instagram at @RetailMindedWorld and Twitter via @RetailMinded.