The in-store technology on offer in New York ensures that retail in the Big Apple looks more engaging than it has done for some time

New York in January is a chilly place, but that seems to have had little effect on the masses heading for the Javits Convention Centre to worship at the shrine of tech and retail innovation that is the National Retail Federation (NRF) expo.

For a few brief days, the Big Apple is overrun with retail visitors from across the globe, all busy looking at the advances in technology that will make the task of running a retail outlet more efficient and engaging – both front of house and behind the scenes.

“Entire walls that are screens, photo booths that capture data and digital personalisation all feature in some of the newest stores”

John Ryan

And between times, the weary retail crowd heads off into the city to hit the bars, restaurants and shops – although not necessarily in that order.

For those taking a gentle stroll though Soho or promenading along Fifth Avenue, there is much to see.

Since last year’s NRF, names such as Microsoft, Michael Kors and Ray-Ban have all opened new stores in the city and big screens, data capture and customer engagement are increasingly incorporated as a normal part of what’s on offer.

Consumer-facing in-store tech used to mean a smattering of touchscreens dotted around a store and the somewhat vain hope that shoppers would engage with a terminal that was, in many cases, no better than the one they spent hours in front of at home.

Mercifully, things have moved on in New York and entire walls that are screens, photo booths that capture data and digital personalisation all feature in some of the newest stores.

At the time of writing the first snow of the season had just fallen and a bitter wind swept along the city’s streets and avenues, but this did little to dampen the enthusiasm of the retail visitors in search of in-store innovation.

Microsoft, Fifth Avenue

Open since the end of October, the Microsoft store on Fifth Avenue has come in for some pretty unrelenting criticism, most of which centres on the notion that what is on offer is ‘Apple lite’.

Microsoft NYC 1

Microsoft NYC 1

Shoppers can play Minecraft on the outsized screen in Microsoft’s Fifth Avenue store

It is certainly true that there are similarities between the Apple glass cube store a few blocks north at the southeastern tip of Central Park, but there are a number of elements that are very different.

The ground floor is filled with hardware on tables with a glass staircase at the rear. This does bring Microsoft’s rival to mind, but the walls made of gigantic screens that run along the length of the interior set this store apart.

There is also a gaming wall on the right-hand side of the shop at the front, where customers become part of the window display as they test-drive what’s on offer.

Head upstairs and the real differences become apparent. The first floor is dedicated to gaming and Minecraft takes centre stage, complete with an outsized screen that allows passing shoppers to stop and play.

The front of the shop is also home to an open-sided theatre that can be used for educational purposes or reserved by local businesses for meetings.

“The naysayers who have ganged up against this store for its inability to differentiate itself from Apple may have a point, but even the most cursory inspection reveals that there are differences”

John Ryan

To an extent, this is about making the store relevant to its location.

Customers who make it to the top floor are plunged into an altogether darker environment than on the previous two floors. This is the home of the “Dell Experience” and those who are interested can sit in a Formula 1-style car and see how far they get along a virtual racetrack.

The naysayers who have ganged up against this store for its inability to differentiate itself from Apple may have a point, but even the most cursory inspection reveals that there are differences – whether they will prove sufficient to draw the crowds is, however, a moot point.

Ray-Ban, Wooster Street, Soho

There is a Ray-Ban store in London’s Covent Garden, most of which is underground. While it is impressive, it pales into insignificance compared with the newly opened outpost in New York’s Soho.

Ray Ban 4

Ray Ban 4

The ‘day’ window at Ray-Ban’s Soho store

The two-floor branch replaces the Barney’s department store that closed at the beginning of last year and from the moment the shopper approaches the store, it is hard not to take a closer look at.

The two windows at the front both feature a circle composed of neon tubes – supposed to represent ‘night’ and ‘day’ –  in front of which pairs of sunglasses are displayed.

Venture inside and a large staircase beckons the visitor down to the basement, which is visible from all points of the ground floor thanks to a glass balustrade.

Before going downstairs however, shoppers may choose to personalise their shades using a digital studio space on the left-hand side of the shop.

This is done via a series of tethered iPads on a table that allow shoppers to choose lens colours, frames and engraving.

The service takes around seven days from the moment a purchase is confirmed to receipt of the finished article.

Ray Ban 3

Ray Ban 3

The Remix studio, where shoppers can customise their Ray-Bans

In the basement, more sunglasses line the walls in an environment with a heavily industrial feel.

There is also a digital mirror that invites shoppers to take selfies of themselves “looking hot in the Ray-Ban stores”.

This is a highly considered interior that is about browsing and enjoyment as much as a quick purchase.

Warby Parker, Greene Street, Soho

The Warby Parker eyewear flagship on Greene Street shows what can be done when an online operation jumps the virtual hurdle to try its luck as a bricks-and-mortar retailer.

The store has been open for a little under two years but, given the sheer volume of shoppers it continues to attract, it might as well have opened just yesterday.

Warby Parker’s main attraction is probably price - the great majority of glasses and sunglasses come in at $95 (£67).

That said, the experience of walking into a library-like interior, being able to have an eye test and then seeing your name on a digital billboard that looks like a train destination board of old, sets this retailer apart.

Warby Parker 1

Warby Parker 1

Warby Parker has a library-like interior but incorporates a digital billboard and photo booth into its store technology to keep customers coming in

There are also data capture elements that raise a smile. A photo booth-style space towards the back of the shop has a backdrop that makes the user look as if they are somewhere in southern Italy rather than gritty Soho. Photographs are delivered to participants as hard copies and emailed as jpegs for sharing online.

It’s a simple device, but attracts a lot of attention.

The mid-shop is also noteworthy, consisting of a long, white, glass-topped display cabinet containing books such as ‘50 ways to lose your glasses’ and messages about how Warby Parker donates to charity.

This store may have added to the retailer’s cost-base, but it is a very powerful promotional and commercial tool.

Michael Kors 2

Michael Kors 2

Michael Kors, Broadway

Michael Kors, 520 Broadway, Soho

Increasingly, Michael Kors looks like the uncrowned accessories king of New York, but there is more to this local designer than handbags, as the new flagship store on Broadway makes clear.

This is the largest Michael Kors store in the world, trading from three floors and with a white, glitzy interior that raises eyebrows.

Inside, the shop is home to accessories on the ground floor, menswear in the basement – including an inevitable pool table – and womenswear on the first floor.

Michael Kors 6

Michael Kors 6

Big screens showing images of Manhattan are used as backdrops to mannequin displays at Michael Kors

Set among the bling are large screens that foster the idea of a ritzy New York lifestyle that probably has more to do with visitors’ imaginations than Manhattan reality.

There is much to commend about this store, whatever your view of the product. The uncompromising glamour of the white interior, the immaculately dressed sales associates and its location in the heart of upper mid-market New York retail should guarantee a steady, well-heeled footfall.

New York, 2016

Demand In spite of a noticeable number of available units, there are a lot of new stores

Pop-ups continue to be an effective means of testing the water for retailers and filling empty spaces for landlords. Hunter in Soho is probably the best at the moment

Highlight The Ray-Ban and Warby Parker stores take some beating

Outlook The biggest retail brands are looking a little staid while newcomers are attracting attention